Instagram is flooded with captivating images, heartfelt posts, and occasional sponsored content promoting the latest trends. While it may seem like anyone with a smartphone can be an influencer or content creator, the reality is that it requires a lot of time and talent to effectively promote brands online.
It’s crucial to recognize the distinction between content creators and influencers, despite the common interchangeability of these terms. Now, although there are differences between content creators and influencers, they can also be the same. That’s right: you can work with influential content creators who not only know their way around a camera, but that have a huge following to promote your brand. But first, you have to know how to tell influencers apart from content creators.
Use this guide to understand the difference between content creators and influencers, why this affects your marketing, and how you can find a content-savvy influencer for your next campaign.
1. Content creators
Content creators are known for producing stunning, professional-quality content across various mediums like photography, videography, writing, and art. They create exceptional content not just to gain followers or build a community, but simply for the sake of their craft. While having a large following isn’t a requirement for success, many high-end creatives naturally attract a significant audience due to the quality of their work.
As a brand, you should focus on a content creator’s work rather than their follower count. Brands often partner with content creators because they can deliver creative content, like product photography, at a fraction of the cost of a professional photoshoot. It’s important to note that while content creators may not prioritize likes or follows, they can still be influencers if they have a large enough audience. Their main focus, however, is on creating beautiful content rather than engaging with their audience.
2. Influencers
Influencers focus on engagement and community-building, often boasting large followings (20,000+) that trust their recommendations. They include YouTubers, reviewers, and bloggers. While their content may not match the high quality of content creators, it remains engaging and interesting. Influencers also function as content creators, but the quality varies. Unlike content creators who prioritize artistic expression, influencers aim to connect with and assist their followers, occasionally impacting their purchasing decisions. Influencers hold authority over their audience due to the relationships they build on their platform, with 74% of people trusting their recommendations more than branded content.
While celebrities like the Kardashians wield significant influence, micro-influencers with smaller followings can be equally effective, particularly for niche audiences. Micro-influencers often foster close-knit communities, resulting in high engagement despite their smaller reach. Influencers, regardless of size, are valuable for driving brand awareness, click-throughs, and sales, as they directly promote products to their audience with a clear call-to-action.
3. The Pros And Cons of Content Creators Versus Influencers
Content Creator Advantages and Disadvantages
Outsource your brand’s photos, videos, and more to a content creator. You’ll enjoy sweet wins like:
- Quality content: This is the number-one reason to work with a content creator. The quality of their content just can’t be beat.
- Multifaceted talent: Content creators tend to be jacks-of-all-trades. If you hire a photographer, they’ll likely know how to edit and add graphic design elements of photography, too.
- Save time and money: Don’t train your unpaid intern on how to use a DSLR. Relying on a content creator saves your brand time and money, tapping into someone else’s expertise while you focus on running a business.
- If you need a magazine cover, social media ad photos, or video for your next Instagram story, partner with a content creator to churn it out in no time.
While content creators make pro-level creative for your company, they do have a few disadvantages:
- Fewer promotional opportunities: Content creators don’t have the following or community engagement that influencers have. If you also want to promote your product to the creator’s following, it’s less likely to get a ton of traction.
- A lack of process: If you partner with an inexperienced content creator, they may not have a process in place for working with brands. That could lead to some misunderstandings that delay the project. Make sure to vet creators carefully before agreeing to a campaign.
Influencer Advantages and Disadvantages
Influencers might not know their way around a fancy camera or editing software, but they have a close rapport with their followers. When you partner with an experienced influencer, you enjoy benefits like:
- Building trust: JUST 34% OF CONSUMERS TRUST THE BRANDS THEY SHOP WITH. But 63% trust influencers more than brands. When you tap into an influencer’s network, you borrow an influencer’s trust, forging a shortcut to more conversions.
- Finding more followers: Need more followers? Influencers are the cure for whatever ails you. Partnering with an influencer can boost your web traffic as well as your social media following.
- Niche-specific targeting: There are a lot of influencers out there, and that means you have your pick of the litter. Choose an influencer in your industry or niche to connect with more customers more quickly.
- Limited content expertise: Influencers know people, not content. While some influencers are skilled at content, some are so-so. If you want to repurpose visuals from your influencer campaign, choose your influencer wisely. They need to demonstrate content expertise, and some of them aren’t content experts.
- You need to carefully vet them: Not all influencers are created equally. You have to do the legwork to make sure the influencer’s audience is truly engaged, and that they’ll be receptive to your branded message. If it comes off as spammy or irrelevant, you won’t get the results you paid for.
Examples of Influencers vs. Content Creators
To illustrate this further, consider Kim Kardashian as an influencer who lacks content creation involvement. While she possesses the ability to influence her audience, she relies on a team to curate and produce content for her social media platforms. Conversely, Mr. Beast stands as an example of someone who seamlessly embodies both roles. His massive YouTube following is a testament to his prowess as a content creator, while his influential status solidifies his position in the world of social media.
As you may have guessed, there’s significant overlap between content creators and influencers. Some influencers also create content, while some content creators become influencers. Both influencers and content creators bring valuable assets to the table, but it’s essential to leverage their talents effectively for your brand’s success. Fortunately, you don’t have to choose between a content creator and an influencer. You can collaborate with influential content creators who produce exceptional content and have an engaged following that trusts them. However, finding verified influencers with strong content skills can be challenging, so avoid wasting time scrolling through Instagram.
