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creators VS influencers

Published almost 3 years ago • 2 min read

When I say to someone that the creator economy is growing at a much faster rate than influencer marketing ever did, I receive confused replies like, “Wait, aren’t creators and influencers the same thing?”

The short answer is no.

It sounds silly to define them in such simple terms, but... influencers influence an audience to buy or do something and creators, well, they create consistent, high-quality content that keeps their fans entertained and coming back for more.

Many creators are also influencers, but their main focus is the quality of the content they create. They’re more likely to be picky about incorporating a brand message, and may only do so when it truly fits their content and platform.

This means the way we, as social media marketers, engage with the creator economy needs to be adjusted.

To summarize: Creators aren’t influencers. And treating them like influencers won’t be ideal for anyone. Think of them as a unique group with distinctive talents, benefits, and rules.

So, what does the creator economy mean for you and your business? Here are 4 things to consider:

1. Think Collaborations, Not Sponsorships
This will sound counterintuitive, but reaching out to a creator with a perfectly baked and designed campaign is already starting off on the wrong foot. From the beginning, it should be a collaboration where the creative control to design and work through what the end idea looks like relies on the creator’s input. This is what they do best. Give them a seat at the wheel (and avoid being a backseat driver =)).

2. Innovate & Experiment
Creators know how to surprise and entertain an audience. As you're building your own content, look to creators for ideas and new ways to think about content. Creators are focused on making something unique and impactful. As marketers, we sometimes forget to experiment and test boundaries. Following, supporting, and working with creators will help you refresh your content.

3. Creators Know The Best Messaging
So, I’ll say it - we as social marketers don’t always come up with the best or most engaging messages. Our messages might make our internal teams happy, but the most relatable messages usually need someone who’s a part of the community to create them. Who’s better at that than the same creators who are not only a part of the community, but often lead the community? They know what resonates. Trust their perspective.

4. Creators Are Focused On The Craft (& Have Other Revenue Sources)
Creators don’t really need us to thrive. Going back to the differences between creators and influencers, one of the biggest differences is how they generate revenue and brand sponsorships aren't a strong driver for them. However, they have an engaged audience we need to reach. They make the rules of engagement, not us. For our creator collaborations to go smoothly, it’s to our benefit to understand and honor that.

I encourage you to test and learn how creator collaborations can work for you.

As with all things in social, the landscape continues to evolve as we’re planning against it. Be a part of that evolution by developing new ideas and experimenting.


To big ideas,

Jason

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