Something that has been keeping my attention lately is the rise of the “creator”. You've probably stumbled across the terms 'influencer' and 'creator.' They're often used interchangeably but dig a little deeper, and you'll notice they're not the same thing.
An influencer is someone who has established a level of credibility and amassed a significant following within a particular niche. They leverage their social influence to impact their followers' decisions, often collaborating with brands to promote products or services.
For instance, in
2023, 64% of marketers opted for partnerships with micro-influencers for their campaigns.
A creator, on the other hand, is focused primarily on crafting and sharing content, driven by a passion for creativity rather than promotion. They may range from geologists to bloggers, generating material for enjoyment or to inform and entertain an audience.
Creators sometimes become influencers by gaining a large audience…blurring the lines between what influencers and creators are.
You may even wonder…does it matter what they are or how they differ?
I’d argue yes.
Creators grew during the pandemic and they are here to stay (there have even been talks of working to unionize!).
Creators are the architects of original content; their core aim is to express their creativity and/or knowledge.
Influencers focus on exerting their sway over followers.
Think of it like influencers want to influence your choices and decisions, they’re like ads. While creators want to share or entertain, they are like books.
A core difference between two (and why I prefer creators) is community.
Creators tend to build a community of followers and their community impacts what they share. The followers can trigger inspiration but also ask questions. Influencers don’t have communities so much as followers.
As an entrepreneur, small business, or creator, ask yourself, what drives you?
Creators are dedicated to their craft, focused on producing original content that showcases their knowledge or interests. If you lean towards being a creator, it's likely because you're driven by a desire to share your expertise and passions, whether that's through photography, writing, filmmaking, or cooking.
- Content is king for creators. Your creativity is the fuel for their work.
- Expertise is your outfit, worn proudly for the world to see.
- Originality sets you apart, carving a niche that is uniquely yours.
Ultimately, digital marketing is about using your online platform to support your ambitions in a way that feels true to you. Your content, whether it's rooted in deep expertise or the art of influence, adds to the richness of the online community.
Did you know the difference between influencer and creator? Does this change your views?