While debates have been surging around how social media platforms are organised and what consequences their fruition entails for a broad array of organizational topics—from legitimation strategies to social movements' development—our understanding of what being a social media–based entrepreneur entails is still limited. Drawing on an in-depth, longitudinal case study of an Italian content creator, relying on an ensemble of qualitative techniques, this study examines how entrepreneurial and enterprise identities are worked on in the algorithmically shaped, community-driven social media world. Findings underscore how entrepreneurs must balance their being content creators with value-generating marketing activities while juggling demands and constraints from the platform—and its algorithms—and their community. With no choice but to keep themselves entangled with their venture, the identity processes at the individual and at the enterprise levels are inextricably intertwined. Empirical insights counteract recent contributions pointing towards a disentanglement of enterprise and entrepreneurial identity as the former develops and faces challenges. Further, in platform settings, the presence of ‘others’ when working on identities cannot be overlooked, as those others—the community and the platform itself—are essential for there being an enterprise and an entrepreneur in the first place.