In the past couple of years you have probably seen the rise of Influencers on social media. But recently you may have heard the terms being used interchangeably, but there is a difference, so let’s get into it.
In my mind all influencers are content creators. The difference is that not all content creators are influencers.
“Sure, creators can still influence people, and influencers still create content. However, the difference is in the intention. An influencer’s job is to influence; a creator creates.”
Content creators simply create content. Content Creators don’t have to have an audience or a following, because they create content for brands to use. Brands aren’t interested in a creator’s follower count, but their work instead. Content Creators typically focus on the actual content, rather than their personal engagement. Typically, content creators have high-quality because creating that content is the sole purpose of digital creators. This is why they tend to draw in highly engaged audiences, even if they may not be all that large.
Influencers bring an audience. Influencers influence. The brand expects the influencer to share the content that they create with their audience. They tend to have large followings that trust their recommendations. Influencers build relationships with their audience through their social media platforms.
Brands are getting a lot more savvy. They used to think that it was all about the sheer numbers, then it was all about the engagement. Now they are realizing it just depends on the intended outcome of their marketing plan. Influencers work with the intent to sell their followers a specific brand, product, service, etc., while Content Creators work with the intent to create engaging content that educates and informs their audience. It is typically not about the Creator themselves and more about the information they’re sharing.
I believe that if you create valuable content, you’re going to grow, you’re going to organically grow your audience, by providing things that are of value to them.
Why does it matter?
You don’t necessarily have to be just one or the other, however some feel that the term Influencer is viewed negatively now and have made the switch to Content Creator. It depends on the marketing goals of the brand and overall results to determine who they want to work with.
Sprout Social provides a good distinction:
Working with a digital creator might be your best option when:
- You need a professional, high-quality piece of content for your business
- You want to use a creator’s unique style to showcase your brand
- You want to create a one-off project without hiring a contractor or freelancer on retainer
- You need to supplement the content your in-house team can create
Working with an influencer might be your best option when:
- You want to increase brand awareness or reach new audiences
- You want to improve trust in your brand and resonate with customers
- You want to reach a specific niche with a new product feature or launch
Although more people are referring to themselves as Content Creators now, Influencers are going anywhere, right now. If you are just starting out you can work with brands as a Content Creator and as you grow your community you can work as an Infulencer.
Interested in becoming a mom content creator or influencer but don’t know where to start? Join our monthly coaching membership specifically designed for mom creators.
If you’re already working with brands and looking to accelerate your career in content creation, consider our platinum influencer track.
Not sure which is best for you? Book a free 1:1 exploratory call.