Are you confused about the difference between a creator and an influencer? In today’s social media world, the terms “creator” and “influencer” are often thrown around interchangeably, but in reality, they refer to two distinct types of people.
As the social media landscape evolves, it’s important to understand the differences between these two types of personalities and their unique advantages and challenges. In this blog post, we’ll dive into the world of creators and influencers and explore the nuances of each, so you can gain a deeper understanding of where each fits within your content mix!
Content vs. Promotion
Creators are all about creating original, high-quality content. They’re like artists, but instead of painting, they create content in various forms, including videos, photos, or written articles. They’re often skilled in a particular area, such as fashion, cooking, or fitness. They use their skills to create informative, entertaining, and valuable content for their audience. Sure, they may collaborate with brands or sponsors, but their content is not solely focused on promoting products or services.
Conversely, influencers are all about promoting products or services to their followers. They use social media platforms to connect with their followers and inspire them to try new products or adopt a certain lifestyle. Influencers are often paid to promote products or services to their followers, and while they may also produce original content, their main focus is on promoting brands and products.
Expertise vs. Personality
Creators are often known for their expertise in a particular area. They use their skills and knowledge to create informative and helpful content for their audience. For example, a fitness creator might produce workout videos or meal plans that help their audience achieve their fitness goals. Creators may not have the same level of followers as influencers, but they have a loyal following that trusts their expertise.
However, influencers are often known for their personality or lifestyle. They use social media platforms to share their daily lives, fashion choices, or travel experiences. They may have a different level of expertise than a creator, but they have built a large following based on their personality and style. Influencers often have a certain aesthetic or brand that they promote, which is why they’re often seen as “trendsetters.”
Longevity vs. Trendiness
Creators often have a long-term vision for their content. They focus on building a brand and a loyal following that will continue to support them for years to come. They may experiment with new formats or platforms, but their core focus remains on producing high-quality content that resonates with their audience. Creators focus on long-term growth and engagement rather than short-term gains.
Influencers are often focused on the latest trends and fads. They must stay on top of the latest products, styles, and hashtags to maintain relevance and engagement. This can lead to a focus on short-term gains rather than long-term growth. Influencers often have to pivot their content to stay relevant to their followers.
Authenticity vs. Brand Deals
Finally, creators often prioritize authenticity over brand deals. They are careful about the brands and products they endorse, and only work with companies that align with their values and vision. This ensures that their audience trusts their recommendations and stays engaged with their content. Creators believe that their audience is more important than a quick paycheck.
Influencers, on the other hand, may be more willing to work with brands in exchange for payment or free products. While this can be a lucrative business model, it can also lead to a loss of trust with their audience if they promote products that are not a good fit for their brand. Influencers believe collaborations with brands are essential to sustain their income and growth. While the motivation is often financial, many influencers choose to work exclusively with brands that they feel genuine representing, despite these brand deals being less regularly occurring than the typical offer.
So, which do we recommend?
If a brand is looking to work with either a creator or an influencer, they’ll need to have a firm understanding of what they want to accomplish with the content. Brands who want to immediately capture the viewer’s attention solely off status or personality are better off using an influencer. While this is typically more expensive, the value of using a well known influencer can be worth the price. Brands who are looking to create authentic and long term relationships with potential customers would likely be better off using a creator, due to the typical nature of their content.
With the sheer amount of creators and personalities on the internet,, it can be challenging to know where to start or who to work with. Likeable offers influencer and creator programs to navigate that entire process for brands.
“We’ve seen how much people relate to ‘authentic content’ on social. Consumers can spot a branded post from a mile away. Leveraging creators allows your brand to authentically participate in social trends and connect with your audience in a meaningful way,” says Likeable’s Creative Director Emily Blumette.
Looking to get quick content made with some of the best creators out there? Ask us about our Creator Vault or influencer programs here.
