Dialing into your influencers: The difference between content creators and influencers.

In the world of digital marketing, there are two types of online creators who can help you promote your brand: influencers and content creators. It is essential to understand the difference between the two and how both can be beneficial to your brand. 

WHO is an influencer? 

An influencer is an online creator who has a large following on social media. They prioritize brand partnerships and have a focus on influencing their viewers to make purchases and follow their lifestyle choices. They share reviews and recommendations and focus on growing their popularity online. 

WhO is a content creator? 

A content creator is another online user who focuses more on posting high-quality, niche content. Often, content creators have an area or a topic they like to speak on through storytelling, advice-giving, or educational videos. They also partner with brands, often ones that align with their niche and values.  Anyone can be a creator if they know how to create well-produced content on their social platform of choice. 

Influencers fall under the category of content creators, but not all content creators are influencers. Both influencers and content creators post regularly and are constantly producing content, engaging with their audience, and creating strong online relationships. It is the intention behind their posts that separates the two. 

Who should I use? 

It can take effort to figure out what kind of creator you want to partner with your brand. There are a few factors it is crucial to keep in mind when making these decisions, and knowing what you are hoping to achieve can help make the choice. We recommend using a blend of both. If budget permits, try to engage a myriad of influencers and content creators. Additionally, content creators serve as someone who can help you create content for your platform. 

Reach 

If you are hoping to increase your brand’s reach and find an entirely new audience to follow it, it might be a great choice to pick an influencer with a large and diverse following. If you are hoping to target a more niche audience more likely to be interested in your brand, it might be better to partner with a content creator with a more loyal and engaged following. Conversely, if you’re looking for a content creator to help produce assets for your brand’s social, a content creator might be a better fit.  

Engagement 

Suppose you are hoping to generate more engagement on your accounts from potential customers. In that case, it might be wise to work with content creators with higher conversions and strong relationships with their audience. Their pre-built community would be great to tap into for finding new customers. If you are hoping to generate more buzz and word-of-mouth around your brand, it might be better to find an influencer who has a high influence rate and a great personality. Their content might be catchier and more likely to create a conversation around your brand. 

Quality

If you hope to enhance your brand image with high-quality content, it might be best to work with a polished content creator known for having great content. They are likely to create impressive and eye-catching content for your brand. On the other hand, if you are hoping to build brand trust and strong relationships with your consumers, it might be better to find an authentic influencer to connect with their viewers and create brand loyalty. 

Conclusion

Both influencers and content creators can be highly valuable when promoting your brand on social media. It is important to think about what goals you are trying to achieve when setting out to find a partnership. It is important to research your audience demographics and what content they are likely to engage with. 

If budget permits, we recommend using high-end influencers who align with your values to generate new audiences and content creators to drive sales and conversions. We recommend having one or two influencers to anchor your campaign and using a plethora of content creators to drive your product. Call us to see how we can work together to drive the best strategy for your influencer marketing campaign!