Influencer or Content Creator? Why the Distinction Matters
Mixing up the definitions sounds harmless, but not when it comes to influencer collaborations. In fact, misunderstandings can affect marketing strategies and content valuation, leading to a whole lot of confusion on either side.
So, whether you’re a brand looking for some clarity or a creator hoping to share this message, we’ve got you covered. Coming up, we’ll explore the differences between the two and show you a few of our favourites of the moment.
Here’s what you can expect in the sections ahead:
- Definitions of influencers and content creators
- Key characteristics of each
- Similarities and differences
- Side-by-side comparisons
- 5 of our favourites
Influencer vs. Content Creator: Definitions
Let’s start with the basics.
A content creator is someone who creates content—but really, they do so much more than that. Content creators make professional, high-quality videos, images, blogs, music, and more. They often focus on building their own media platforms, like YouTube channels or podcasts, however, some may stick entirely to Instagram.
Content creators monetize their work through brand partnerships, connecting brands to prospective audiences through captivating storytelling.
On the other hand, influencers affect our buying decisions or opinions of brands through personal appeal. They’re often seen showcasing products on Instagram or sharing lifestyle tips on TikTok. When partnering with brands, influencers seamlessly integrate these products into their videos or provide a transparent review.
While many influencers also make high-quality, professional content, the focus is less on the content quality and more on the value provided in the photo or video.
While similar, the main difference lies in their goals and how they engage with us. Content creators craft stories and messages while influencers promote a lifestyle or product.
Content Creators vs. Influencers: Key Characteristics
Content creators are storytellers, educators, and entertainers whose primary goal is to deliver value through their content.
Key Characteristics of Content Creators:
- Production Focused: They invest time in creating polished videos, well-researched articles, or detailed graphics.
- Expertise in Niche Areas: Many content creators are experts or passionate enthusiasts in particular subjects, from tech reviews to makeup tutorials.
- Community Builders: They often aim to create a sense of community among their viewers, encouraging interaction through comments, live streams, and Q&A sessions.
Influencers, by contrast, are people who have the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience.
Key Characteristics of Influencers:
- Personality Driven: Their personal life, style, and charisma are central to their content.
- Promotional Content: They frequently partner with brands to promote products, leveraging their influence to drive sales.
- Engagement Metrics: Influencers are often valued for their ability to generate high engagement rates, which are attractive to brands.
Content Creators vs. Influencers: Similarities & Differences
While there is considerable overlap, with many influencers also producing creative content and some content creators engaging in influencer-style promotions, their core goals differ.
Content creators are about the content itself and the value it provides, while influencers focus on leveraging their personal brand to engage with and influence their audience.
Why The Distinction Matters
Does it really matter if the content creators are called influencers and vice versa? As an experienced influencer marketing agency, we’ll tell you exactly why the distinction matters.
- For Brands: The way brands craft marketing strategies will vary greatly when understanding this difference. For example, brands might partner with influencers for short-term influencer marketing campaigns designed to boost product visibility. In contrast, collaborations with content creators might focus more on in-depth content, like tutorial videos or feature articles, aligning with the brand's long-term content marketing goals.
- For Audiences: For the audience, this distinction helps in setting expectations. If you're looking for entertainment or educational content, a content creator might be your go-to. However, if you're looking for lifestyle inspiration or product recommendations, an influencer could offer more direct insights.
Content Creators vs. Influencers: Content Comparison
Sometimes, the easiest way to understand the difference between two similar concepts is to see them in action.
Here’s an example of digital content creator Amelia Dimoldenberg and her YouTube series, Chicken Shop Date.
Amelia started Chicken Shop Date in 2016, a YouTube show that interviews celebrities (like the Jonas Brothers, Billie Eilish, and Eric Andre) and is framed as a date in a local chicken shop.
Though the show has 1.6 million followers on TikTok, 2.3 million subscribers on YouTube, and 1 million followers on Instagram, generating an income for Dimoldenberg, it was created for entertainment purposes.
Now check out this piece of content from influencer, Charli D’Amelio.
With 155.5 million followers on TikTok, 9.81 million subscribers on YouTube, and 44 million followers on Instagram, Charli is one of the most successful non-celebrity influencers.
Getting her start in 2019 by posting dance videos on TikTok, the competitive dancer now has her own reality series on Hulu, starred in her first feature film as a voice actor, and competed on (and won) Dancing with the Stars.
You can see how different the content is produced by one of the most followed influencers on social media and a rising content creator on YouTube.
While D’Amelio’s success with a simpler content style is undeniable, it feels different from creators like Dimoldenberg who have built something that feels more like an HBO show than a YouTube channel.
5 Influencers & Creators to Watch
Naturally, we have many influencers and creators we love and enjoy watching regularly, and have leading lifestyle and travel influencers on our roster. While this list could go on forever, we decided to keep it short and sweet, featuring 5 cool creators of the moment.
- Lizzie Pierce x Vive Andalucia
Lizzie is a Video Producer, Photographer, and Online Educator. She spent a week in a van in Spain, capturing breathtaking photos of the region. We love the feel of this video she created and we think you will too.
- Kyle Meshna
Kyle helps aspiring creators learn the tools, techniques, and strategies they need to build a creative business. A talented landscape photographer, he tells stories with simple but impactful photo series.
- Chris Hau
Chris is a digital creator known for his creative storytelling. In his collaboration with Adobe, he demonstrates Premier Pro’s new Enhance Speech feature. We love how he takes the product into an everyday situation and still manages to make it exciting.
- Victoria Stuart (@justbeingfarley)
In this fun brand collaboration with Rona, adventure/lifestyle/and pet content creator Victoria Stuart through her account @justbeingfarley invites her audience to shop for furniture with her.
- Andrew Wille
Andrew is the founder of Photography for Creators and an award-winning photographer. We love the behind the scenes content he works into his posts, which comes naturally as a talented educator.
Find Impactful Influencer Collaborations with MODERNSPEAK
Looking for successful influencer collaborations for your next campaign? Get in touch with MODERNSPEAK. We forge impactful, results-driven partnerships that form long-lasting relationships between brands and creators.
Email hello@modernspeak.co or call 1(403)605-7846 to find out what’s possible for your brand.
FAQ
What are the benefits of hiring influencers?
The benefits of hiring influencers include increased brand awareness, targeted audience reach, boosted credibility and trust, enhanced engagement, and cost-effective marketing, among many others.
What are the benefits of hiring content creators?
The benefits of hiring content creators include high-quality content production, long-term value, brand storytelling, SEO benefits, audience education and engagement, and more.
