Content creators vs. influencers: What’s the difference—and which do you need?

From influencers to storytellers to brand ambassadors, more than 50 million people on social media identify as content creators. It can be difficult to navigate through that crowd to find the people who can help your company. The right collaboration can foster new relationships with your target audiences and provide impactful assets for you to use beyond social media. But to get the most out of your content creators, it’s important to manage your engagement with them properly. In this article, we’ll break down the differences between content creators and influencers so you can find the right people who will advance your brand.

Not all content creators are influencers

While most influencers are content creators, not all content creators are influencers. That’s because influencers are similar to celebrities or people of interest, while content creators are people who work behind the scenes to take engaging photos, videos, and other important assets. Both have a part to play in the content creation process, even if only by lending a face to a strategy.

What are the main differences between influencers and content creators? Influencers have their own audiences, brands, and personas, and create their own content tailored to that end. Companies primarily look to influencers to reach their particular audience and build a brand advocate who will “influence” others.

Likewise, content creators don’t usually have their own audiences. What they do have is a set of specialized skills to create high-quality content that stands out.

What content creators can offer you

While social media influencers are gateways to new audiences, content creators can help you grab (and hold) an audience’s attention by providing scroll-stopping content. Importantly, content creators deliver assets that your company owns, and you have the last decision on what gets published and what doesn’t.

It’s important to be clear about what a content creator does before contracting with one.

Here are the services a content creator provides:

• Produces content that you own, from polished and edited Reels to photography assets, that you can use from social media to paid digital advertisements.
• (Potentially) collaborates on a content creation strategy for your brand.

However, working with a content creator can have its drawbacks:

• Working with a content creator requires time and trust.
• High-quality content creation does not create its own audience. It’s important to have a strategy in place for how to best optimize the brand assets you receive from the content creator.

What influencers can provide for your brand

While content creators provide high-quality owned assets, influencers command the attention of an audience. Their word carries a lot of weight with a lot of people. Although you may see some spectacular assets from a social media influencer, they retain ownership of those visuals and ultimately make the last decision about what does and does not publish on their accounts.

Just as with content creators, it’s important to be 100 percent clear about what working with an influencer entails before you sign a contract.

Here are the pros of using an influencer:

• You expand awareness through an advocate of your brand.
• You reach new audiences.
• You enhance the appeal of your brand.

And here are the cons:

• You do not own the content.
• You need to work closely with the influencer to determine what messaging aligns with their voice and your brand.
• You need to set clear standards for any asset direction from visual elements to copywriting on posts.

Content Creator vs. Influencer: how to choose

When the time comes to choose between an influencer and a content creator, it all comes down to what you need. Influencers offer reach, while content creators offer creativity.

A brand whose goal is to promote a campaign to a niche audience may want to choose an influencer. Getting a feature on a prominent influencer’s sponsored post or Instagram Reel can boost awareness and engagement. Conversely, a brand that wants to grow its owned social media channels can benefit from working with a content creator. Since the brand retains ownership over assets generated by a content creator, it can lean into its own goals.

In both cases, enduring relationships are vital. When influencers genuinely like brands, they may mention them organically, making them household names for their audiences. Similarly, when a content creator has a long-term engagement with a brand, they’ll become so familiar with the goals and style of the company that they can easily develop unique content that is aligned with the brand’s voice.

Finding the people your brand needs

Social media offers an incredible opportunity to reach customers directly. But without the right strategy, that opportunity will never translate into growth. Clarify your brand’s needs and look for a collaboration that can deliver. In some cases, a single individual might be able to serve as both content creator and influencer. In others, you’ll need to draw on several relationships to make an impact. In the end, it’s about finding the right fit.

If you’d like help working with both content creators and influencers, contact Off Madison Ave today.