Are they not the same?!
While the walls between influencers and content creators have thinned, and many prefer to use the term ‘content creator’ rather than ‘influencer,’ the truth is that there are fundamental differences between the two, differences that can impact the way brands develop their KOL marketing strategy today, tomorrow, and into the future.
In this guide, we will explain the difference between the two and why knowing it is vital for your influencer marketing plans.
Influencers and creators – What are the similarities and differences?
For one, it is the same as comparing rectangles and squares. Every square is geometrically a rectangle because it obeys the rules of being a quadrilateral with four right angles. However, a rectangle can never be considered a square because it does not have four equal-length sides.
That is how influencers and creators are too. Fundamentally, there are two separate roles that share overlapping skills. In modern days, there are many creator-influencers in the market with dual capabilities. So, what are their fundamental differences?
Content creators are individuals who generate content for various online platforms, specialising in a specific niche. They include artists, writers, videographers, and photographers. Creators are usually passionate about what they do, generating content that focuses on their area of interest rather than building a community or gaining followers.
To summarise, creators generate content purely for content purposes. The individual behind the work might not be known, but their work speaks for itself. Artistry and creativity come first. Hence, even if their follower count drops, creators will still do what they are passionate about.
It is vital to note that while creators are not necessarily in it for the follows or likes, they can still be considered influencers if their follower count is significant enough. Hence, the reason why the walls are thinning.
Influencers differ from content creators because their primary focus is on building a community and engaging their followers. They have established a personal brand, developing an online reputation. As a result, they tend to have larger followings that rely on and trust their recommendations.
Examples of influencers could be TikTokers, Instagrammers, and YouTubers. While traditionally, they might not be as experienced as content creators, it is still interesting and engaging enough to garner views, inspiring those who follow them.
Most influencers’ content often includes sponsorship and partnerships that they believe will benefit their followers’ lives. So, while influencers can also be considered content creators, the sticking point is content quality.
To put it simply, if you are looking to boost brand awareness, sales, and click-through rates, then engaging influencers are ideal options, as opposed to content creators, who might not have similar reach but will help your brand to create amazing images or videos of your product.
The key difference between influencers and creators is straightforward: influencers generate content to highlight their lives and grow their personal brand, while creators generate content for the sole purpose of honing their craft and sharing their passion. One does it out of creativity, and the other does it out of personal branding.
With that being said, that does not mean that influencers focus solely on branding while creators focus solely on creating. The reality is that the walls are thinning between the two, with many creators having influencer status and many influencers having high-quality and niche creative skills.
Pros and cons of influencers vs creators
The two terms are often used interchangeably, with many preferring to be called content creators in today’s society. Depending on your marketing needs, you may need to partner with either one. Keep in mind that there are influencer-creators out there who can provide the best of both worlds. However, it takes a sharp eye to discover the best-suited person for your needs.
When you engage a content creator, your brand gets to enjoy sweet wins, such as:
- High-quality content: This is the top reason to engage content creators.
- Multi-faceted talent: Content creators tend to be skilled in many areas. For example, if you engage a photographer, chances are they are also experienced in editing and graphic design too.
Basically, if you require help with creating quality content, such as social media ad images, videos, or a magazine cover, partnering with content creators is the way to go. However, that does not mean that there are no disadvantages to engaging them. For example:
- Lesser promotional opportunities: Content creators might not necessarily have the community engagement or following power that influencers have. Hence, that means lesser traction should you want to promote your product on their platform.
Social influencers focus more on the community and are able to engage their followers better. As a result, many influencers partners with content creators to put their ideas into practicality. Nevertheless, when you engage experienced influencers, your brand gets to enjoy benefits, such as:
- Building trust: 63 per cent of consumers trust influencers more than brands. When you engage them, you also tap into their network, gaining a quicker route to better conversions.
- Pool expansion: Engaging influencers can expand your brand’s audience reach, boosting online traffic and social media following.
It is also vital to consider some of the disadvantages that come with working with influencers, such as:
- Content expertise: Not all influencers are skilled at content creation. Influencers are primarily skilled at reaching people and influencing their perspectives. Hence, they might not be able to provide the best quality content.
Who says you cannot have your dessert and eat it too? Fortunately, you can always tap into the best of both influencers and content creators by partnering with both or an influencer-creator individual. As mentioned earlier, the walls between the two are thinning significantly. What used to be two separate roles is slowly becoming one and the same, with many taking on both roles. And so, the vital fact is about engaging quality influencers with high content capabilities.
That is where Kobe comes in. With our years of experience matching brands to the best influencer-content creators, we are confident to take on your influencer marketing strategies to desired success. Find out how we can help you at https://www.getkobe.com/ today!