The world of content creation and online influencing is rapidly changing.
Gone are the days when we all turned our noses up at so-called “influencers,” often promoting pyramid schemes, dodgy deals, and fast-fashion copycats.
Now, these very same influencers and creators are working with market-leading brands, and the numbers don’t lie.
I mean, sure, you still get the odd Herbalife pusher here and there, but there is no denying that the world of digital influence and creation has become much more respected, mainstream, and, well, influential.
But we aren’t focusing on the legitimacy of these industries today. Today, we are looking at the subtle differences between content creators and influencers (spoiler, there sometimes is no difference) and what you should be searching for to help take your brand to the next level.
Let’s jump straight in.
What Do Content Creators Do?
First off, let’s focus on content creators. What do they do?
Well, if you asked some of the younger creator’s parents, they’d likely say “not very much.” But if you asked their accountant, you might get a different answer.
In simple terms, content creators create content.
Yes, I am so wise, I know. Thanks for reading, see you in the next one.
But all jokes aside, the term “content creation” actually covers so many different things we should probably dig a little deeper and resist the urge to go eat the cake on the couch or binge-watch Selling Sunsets.
No? Just me?
Content creators create content for several platforms, which can include YouTube, podcasts, Twitch, Patreon, TikTok, Instagram, and text-based social media sites like X, Threads, Reddit, Discord, Substack, blogs (yes, still a thing), and LinkedIn.
Content creators are entertainers first. They aim to create original content that provides value or connects with a niche audience.
Content creators are entertainers first. They aim to create original content that provides value or connects with a niche audience.
For example, here are some folks who (probably) call themselves content creators:
- Mr. Beast (YouTube)
- Cody Ko and Noel Miller (Podcasts and YouTube)
- Atrioc (YouTube)
- Ludwig (YouTube and Twitch)
- Lauryn Bosstick (Podcasts and blogging)
- Nerd of the Rings (YouTube and Patreon)
- Oversimplified (YouTube)
Don’t Skip: Influencer Marketing 101
What Do Influencers Do?
Now, what about influencers?
I’m going to shock you here; hold onto your hats (if you’re not wearing a hat, go put one on and hold it for me).
Influencers try to influence.
You can take your hand off your hat now.
Influencers use their popularity on social media to promote brands and lifestyles to their large following.
Influencers use their popularity on social media to promote brands and lifestyles to their large following.
This type of collaboration can benefit brands if they are trying to reach a new target audience and create more brand awareness.
Influencers also create content.
“But wait, Graeme, I thought content creators created content?” I hear you saying to your screen.
Yes, yes, I did say that.
The main difference between the two is that influencers focus their content more on their lifestyle, promoting products, portraying a certain image, or engaging the audience in an attempt to continue to grow their influence. Originally, influencers labeled themselves as “bloggers,” typically in the fashion, health, beauty, or parenting industry. But once Instagram hit the scene in 2013, the blogs turned into long Instagram posts and stylized selfies. They might have had a sleek day job in New York City and shared their life on Instagram Stories, but quickly, they became so popular with brands that “influencing” became a full-time job.
Here are examples of people labeled as traditional influencers:
- Huda Kattan (@hudabeauty)
- Kayla Itsines (@kayla_itsines)
- Eva Chen (@evachen212)
- Jessica Shyba (@mommasgonecity)
If you’re still struggling with the difference, another analogy from old media is that content creators are more like talk show hosts, while influencers are reality TV stars.
One is curating or writing entertainment, while the other’s life is the entertainment.
Got it? Now, more importantly, how the heck do you work with them?
Which Is Right for Your Brand?
Great question! Ultimately, the answer is “depends.”
Which I appreciate may not seem very helpful, but it really depends on several factors, such as your brand, your budget, your goals and objectives, and many other elements.
Both options come with their own pros and cons.
Content creators can:
- Use their digital marketing expertise to add more value.
- Provide you with a plethora of content you can use across many channels.
- Use their storytelling skills to weave in narratives and help build your brand persona and tone of voice.
- However, they do also have some downsides, such as:
- They likely don’t have an audience that is looking for product recommendations.
- You’ll have to promote your brand as a traditional ad, which can be skipped on platforms like YouTube or podcasts.
- Each content creator has their own process and platforms, which you will need to factor into your costs and deadlines. This will differ from creator to creator.
On the flip side, influencers can:
- Provide you with a great return on investment compared to other marketing channels.
- Offer significant engagement with their large followings that are expecting product recommendations.
- Give you access to specific target audiences, allowing you to promote to them directly through the influencer.
But they too, come with their own issues, such as:
- The content many influencers create can be more constrained creatively than likely that of content creators. Some influencers may be unable (or willing) to do more than a simple post.
- Influencers are getting expensive—especially ones with more than 100K followers.
- There is a chance that their large following is made up of fake accounts, which will reduce the impact any promotion may have.
Keep Learning: How to Make Influencer Partnerships Last from an Industry Pro
Content Creator vs Influencer: Choose What’s Right for You
Overall, while the two industries certainly have many crossovers, they also differ significantly in what they can (or can’t) do for your brand.
To learn more about content creators and social media strategy as a whole, don’t miss out on our free training, which is packed with evergreen insights that will help take your digital presence up a notch.
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