Content Creator vs. Influencer

Content Creator vs. Influencer: What's the Difference?

Anyone who spends time on social media has seen the terms content creator and influencer being used interchangeably. While using them like that in certain situations is fine, it’s important to know there is a subtle difference. Brands should know how to tell apart a content creator vs. an influencer. Both have valuable places in any brand’s influencer marketing strategy, but you have to know when it’s best to partner with one or the other.

What Is a Content Creator?

Let’s start with a content creator definition because it’s a broader term than an influencer. A content creator, as the word suggests, is a person who creates various types of content. Their skills don’t necessarily have to be limited to creating social media videos and posts – content creators are also those who make e-books, online courses, blog posts, graphics, as well as any other form of digital content. As you can easily figure out, influencers are just one type of content creators.

Content creators can work for themselves, create for brands, or do both. They focus on building a community that enjoys their style and aesthetics in content. Brands have recognized that content creators who post high-quality, engaging content can be valuable assets in their marketing strategies. They bring in a dash of creativity and authenticity. 

This is why many content creators easily cross the bridge to become influencers once they have enough followers to get noticed by brands. Lines get blurry quickly, which is exactly why it can be difficult to spot the difference between a content creator and an influencer.

What Is an Influencer?

We all know what an influencer is in general, but how is this term defined by professionals working in the influencer marketing industry? An influencer is a type of content creator who focuses predominantly on their lifestyle. Posting about their life is what brings them an audience – their work is more about creating connections with their followers and leveraging those connections to influence their purchasing decisions. 

Influencers listen to the needs of their audiences and deliver exactly what people want to see. They post both non-sponsored and sponsored content. Partnering with brands for influencer brand partnerships is at the core of their work – these collaborations are how influencer marketing helps brands. 

An influencer typically posts within one niche, typically within their field of expertise. As influencers build trust with their audience over time, their recommendations and reviews become increasingly more valuable. There are influencers in pretty much any niche, from fashion and beauty to travel, food, fitness, education, and many others. We can also define types of influencers based on the size of their following.

• Nano-influencers (1k-10k followers),
• Micro-influencers (10k-100k followers),
• Macro-influencers (100k-1M),
• Mega-influencers (over 1M)

Content Creator vs. Influencer – What's the Difference?

When we compare an influencer vs. a content creator, the main difference lies in their purposes, goals, and ways they engage with audiences. Content creators focus on the content – they want their work to speak for itself, and they want audiences to focus on the content rather than on the creators’ personas. Their goal is to make content that people will truly enjoy, and they communicate with their audiences through it.

On the other hand, an influencer’s goal is to influence their followers to purchase products from brands they recommend. The way they interact with followers is more direct compared to that of content creators. Influencers commonly answer questions, reply to comments, and respond to their followers through videos. Their personalities and lifestyle are at the center rather than their content. 

The Benefits of Working with a Content Creator

The beauty of working with content creators is that they are such a diverse group – they bring different kinds of value to your brand. This allows you to create an efficient marketing strategy and cover all your bases. Not all content creators need to have a large following in order to be great partners to your brand.

For example, you might partner with a relatively unknown photographer for quality photos of your products, but you’ll also collaborate with an influencer to boost brand awareness and reach new customers. Depending on the type of products or services you offer, you will likely select a few influencers with different approaches so you can reach different marketing goals and diversify your content. Plus, working with various creators means you will be able to reach different kinds of audiences. 

The Benefits of Working with an Influencer

When you work with the right influencers, you help your brand reach engaged audiences. Authentic influencers’ endorsements hold a lot of value and will help you gain plenty of new customers. Plus, thanks to high engagement, you will be able to figure out how people see your brand and whether you need to change something to better appeal to your target audience.

There’s one more benefit of influencer marketing we must mention. What makes influencers good at their job is that they are able to create a story about your brand and show your products in a good light. They have the ability to make people perceive your brand the way you want to be seen. Choosing influencers whose values and beliefs align with yours means you will be able to send the right message to your potential customers. 

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