Influencer vs. Content Creator
Did you know there is a difference between an influencer and a content creator? These two terms are often used interchangeably, but we believe there are definite differences that make each one unique. Understanding the differences will allow you to identify how to effectively lean into your strengths, promote your skills, and pitch to brands to get sponsored deals. Let’s break it down.
Content Creator:
Content Creators utilize their creativity to create aspiring, high-quality imagery that their audiences look up to. For example, content creators will photograph an outfit, might tag the brands in the post, but in the end, the focus is on the visual. These types of digital marketers are great for spreading brand awareness to various demographics. Their imagery has the potential to go viral with its quality and imagination. Content Creators also have the ability to create content for a brand’s campaign to use on the company’s channels.
From a brand perspective, the positives of a content creator are:
They are a Jack-of-all-Trades. Not only are they a model, they are a photographer, editor, videographer, graphic designer and more.
High Quality Content. These types of creatives, create for the sake of art - and their photos are top notch.
Saves Time & Money. Brands can hire a content creator for a fraction of the price of a professional campaign shoot, and they can get just as high of quality.
And the downfalls might be:
Might Lack Click-Throughs. While their content is incredible, they might not have as much purchasing power and pull with their audience. Their followers come to their page to be inspired, not sold to.
Influencer:
Influencers have pull with their audiences. Their followers look to them for product recommendations, reviews, and advice. These types of creatives have amazing purchasing power and can get their audience to “add to cart.” For example, influencers will show you how to style an outfit, where to get a brand, and what the trends are for the upcoming season. Influencers create to add value to their communities, while content creators tend to create for the sake of art.
From a brand perspective, the positives of a content creator are:
Increase in Product Sales. Influencers have the power to influence their following to trusting certain brands and buy specific products.
Niche-based targeting. There are a lot of influencers out there, so brands can get really detailed about what demographics they want to target.
Increase in Followers & Communities.
And the downfalls might be:
Lower Quality Imagery. While many influencers are savvy with their content, there are also so-so ones. These types of creators also don’t necessarily have the need for HQ imagery for their work to be successful. If brands want to re-purpose influencer content for their own purposes, they need to be picky about who they choose to work with.
Both are extremely valuable for brands looking to get access to a niche audience. When a campaign might not go as planned or an influencer fails at being effective, it is usually because the creator and brand have mismatched needs. Both influencers and content creators have a critical role for brands - they just meet different goals. Maximize your worth by getting clear on your strengths and pitch yourself to brands accordingly!
Have any questions about above? Comment below or shoot us a DM on Instagram, @theinfluenist.
Cheers,
