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Creators vs. Influencers: The Changing Identity of Social Media Talent
By Alex White Was Benjamin Franklin an influencer or a content creator?
On the one hand, he profoundly influenced American ideals of democracy, scientific inquiry, civic responsibility, and social reform; on the other, he created The Pennsylvania Gazette, Poor Richard’s Almanac, and A Proposal for Promoting Useful Knowledge.
With this knowledge in mind, it wouldn’t be fair to pigeonhole him into either category, would it?
The same could be said for the influencers and content creators who fill our social media feeds with short-form videos, infographics, images, blogs and the like. But is there actually a difference between the two?
Creators vs. influencers: What’s in a name?
A content creator, as defined by Sprout, is someone who creates and shares content intended to educate or entertain an audience across social media platforms.
These are individuals who, in most cases, have turned their niche hobby or passion into a business model, creating videos, writing blogs, hosting live streams, and releasing podcasts and sharing them across social media platforms.
But what about influencers? What makes them different?
Prior to 2015, the term ‘influencer’ didn’t even exist on Dictionary.com. Nearly ten years later the term, and the proliferation of these individuals, has taken off as there are over 64 million influencer accounts on Instagram alone.
Influencers, simply put, are people who inspire or guide the actions of others. They leverage their engaged audiences to promote products via strategic marketing campaigns while simultaneously elevating their own brands. The term is so ingrained in commercial advertising that it’s often interchangeable with terms like brand spokesperson, brand advocate, brand partner, and brand ambassador.
While the two identities share similarities, they are often perceived quite differently, impacting personal connections and professional opportunities.
Cultural perception
We know influencer marketing works, as 43% of B2B marketers report outstanding results from their influencer programs. But is the term “influencer” working as intended?
During your daily social media scroll, you’ve likely come across an article where the subject of the headline was labeled as an influencer. The more years pass by, the more the name becomes less interchangeable with “brand spokesperson,” and more associated with “person who had a brief moment of notoriety.” If nearly anyone can be an influencer, does the word really carry any weight?
Content creator — that sounds a bit more dignified, doesn’t it? Conduct a search on Google or X/Twitter of the term and you’ll be hard-pressed to find any articles or mentions of people taking hard stances on the use of the word.
So, which term carries more weight?
On social media platforms, the term “creator” is often linked to innovation and excitement. Exciting indeed, as 39% of consumers reported watching more creator-produced content compared to traditional media. Creators hone in on trends and drive engagement through relatable and authentic storytelling, making them appealing to audiences and brands.
In contrast, influencers may be viewed as part of a more commercialized approach to social media, where brand partnerships can overshadow personal creativity.
While both “creator” and “influencer” play important roles in the marketing landscape, the term “creator” is emerging as the more powerful label, particularly in professional …read more
Source:: Top Rank Blog
