By esantiago@hubspot.com (Erica Santiago)

When I started my content creation journey, one of my friends said over brunch, “Erica is officially in her influencer era.” I love it when my friends inflate my ego, so I let the comment slide and raised a glass to celebrate my first YouTube video.

However, the reality is that though I am a content creator, I’m not an influencer. While the terms influencer and content creator are often used interchangeably, they’re not always the same.

My friend didn’t need to know that, but marketers definitely should since both serve different purposes in the marketing world.

So, let’s dive into the differences between creators and influencers and which you should invest in.

Influencers vs. Creators

When to Use Influencers in Your Marketing Strategy

When to Use Creators in Your Marketing Strategy

When to Use Both in Your Strategy

Influencers vs. Creators

Comparing influencers and creators is like comparing squares and rectangles. Not every creator is an influencer, but all influencers are creators. Let me explain.

Content creators are individuals who craft media to entertain or educate viewers. The term especially pertains to digital content, such as YouTube videos, TikToks, Reels, blogs, or social media posts.

Some content creators create it as a hobby, while others do it to earn income.

Modern Millie is a content creator who occasionally features products and services in her YouTube videos, but her content is always sponsored by the items she’s mentioning.

For example, Modern Millie’s video shows viewers how to use a service called STAN, but she mentions early on in the video that she is not being paid to promote the service.

She simply enjoys using it and thinks the information could be helpful to her followers.

Conversely, influencers are individuals who amass sizeable followings on social media and create content meant to promote or sell products and services.

Influencers typically have partnerships or deals with brands and use their online presence to advertise on the brand’s behalf.

For example, beauty and lifestyle influencer Jackie Aina is often sent PR packages from makeup and skincare companies to review the products on camera and influence viewers to purchase.

In the video below, she reviews products sent from Makeup by Mario. A link to purchase the products is in the video, and it’s possible she may receive a commission for each purchase.

So, how are all influencers creators, but not all creators are influencers? Well, every influencer must create and distribute content to advertise a product, service, or brand.

However, not every creator crafts content to promote a brand or generate income.

For example, I’m a YouTuber who creates content about things I enjoy (movies, …read more

Source:: HubSpot Blog

Author: Aaron