Was Benjamin Franklin an influencer or a content creator?
On the one hand, he profoundly influenced American ideals of democracy, scientific inquiry, civic responsibility, and social reform; on the other, he created The Pennsylvania Gazette, Poor Richard’s Almanac, and A Proposal for Promoting Useful Knowledge.
With this knowledge in mind, it wouldn’t be fair to pigeonhole him into either category, would it?
The same could be said for the influencers and content creators who fill our social media feeds with short-form videos, infographics, images, blogs and the like. But is there actually a difference between the two?
Creators vs. influencers: What’s in a name?
A content creator, as defined by Sprout, is someone who creates and shares content intended to educate or entertain an audience across social media platforms.
These are individuals who, in most cases, have turned their niche hobby or passion into a business model, creating videos, writing blogs, hosting live streams, and releasing podcasts and sharing them across social media platforms.
But what about influencers? What makes them different?
Prior to 2015, the term ‘influencer’ didn’t even exist on Dictionary.com. Nearly ten years later the term, and the proliferation of these individuals, has taken off as there are over 64 million influencer accounts on Instagram alone.
Influencers, simply put, are people who inspire or guide the actions of others. They leverage their engaged audiences to promote products via strategic marketing campaigns while simultaneously elevating their own brands. The term is so ingrained in commercial advertising that it’s often interchangeable with terms like brand spokesperson, brand advocate, brand partner, and brand ambassador.
While the two identities share similarities, they are often perceived quite differently, impacting personal connections and professional opportunities.
Cultural perception
We know influencer marketing works, as 43% of B2B marketers report outstanding results from their influencer programs. But is the term “influencer” working as intended?
During your daily social media scroll, you’ve likely come across an article where the subject of the headline was labeled as an influencer. The more years pass by, the more the name becomes less interchangeable with “brand spokesperson,” and more associated with “person who had a brief moment of notoriety.” If nearly anyone can be an influencer, does the word really carry any weight?
Content creator — that sounds a bit more dignified, doesn’t it? Conduct a search on Google or X/Twitter of the term and you’ll be hard-pressed to find any articles or mentions of people taking hard stances on the use of the word.
So, which term carries more weight?
On social media platforms, the term “creator” is often linked to innovation and excitement. Exciting indeed, as 39% of consumers reported watching more creator-produced content compared to traditional media. Creators hone in on trends and drive engagement through relatable and authentic storytelling, making them appealing to audiences and brands.
In contrast, influencers may be viewed as part of a more commercialized approach to social media, where brand partnerships can overshadow personal creativity.
While both “creator” and “influencer” play important roles in the marketing landscape, the term “creator” is emerging as the more powerful label, particularly in professional settings and on social media platforms where authenticity and engagement are paramount. As these perceptions continue to evolve, brands and marketers will need to adapt their strategies to leverage the strengths of both creators and influencers effectively.
The shift in identity
When’s the last time you heard someone refer to themselves as a secretary? After hundreds of years, the name of the position has widely been phased out and replaced with executive assistant due to the fact that the job title felt limited and outdated.
The same can be said about the title of influencer. Fast forward to 2024 and individuals often prefer to be designated as a creator, thought leader, or even a subject matter expert.
There’s substantial chatter online that suggests the majority of those categorized in the role of an influencer feel like the term no longer reflects the depth and nuance of what they do, as it’s become associated with purely transactional relationships and superficial promotions, which can feel limiting to those who see themselves as artists, storytellers, and advocates of change. Other reasons for the change in self-identification include:
Authenticity and Transparency: Audiences value transparency over commercialism. Some influencers feel like the label implies a one-dimensional role focused solely on selling which can ultimately create distrust. On the other side of the coin, the term “creator” feels more authentic, suggesting a focus on producing genuine content that resonates with people on a deeper level.
Creative Control and Freedom: Unfortunately, being seen as an influencer can pigeonhole these individuals, implying their primary value lies in promoting products rather than creating original, engaging content. By embracing the role of “creator” they can position themselves to work on projects that inspire them, rather than simply influencing audiences to buy.
Career Legitimacy: Despite its effectiveness, the influencer industry has long battled a perception that it’s not serious work, most notably in the B2C space.. By shifting to creators, social media stars can align themselves with other creative positions, and solidify the true value of their work.
Source: X/Twitter
The brand view on creators vs. influencers
The very public discourse over the use of “creator” and “influencer” by online users isn’t new, but it has certainly become more commonplace. That said, do brands really care? When strategizing a marketing campaign centered around content creators, would they actually rule someone out because they label themselves as an influencer?
The answer is a resounding no.
In this author’s opinion it’s best not to get caught up in semantics. At the end of the day, influencers can create, and creators can influence.
Agencies and brands aren’t going to change the name of their influencer department to creator department overnight. And those labeling themselves as influencers and creators aren’t going to stop marketing themselves as such.
For best results, agencies and brands interested in hiring individuals to achieve their marketing goals shouldn’t be looking at name nomenclature, but rather the communities and content on their own merits.
Are you looking for individuals to help promote your B2B brand or develop co-created content? Let us assist you! Contact us today to learn more about our influencer marketing services.
About the author
Alex White is the Social – Influencer Lead at TopRank Marketing and a proud U.S. Navy veteran. He leverages his industry experience to build deep, authentic relationships with today’s top B2B influencers, always delivering exceptional campaign results for a variety of Fortune 1000 brands. Alex’s approachable nature and can-do attitude regularly makes him a client favorite to work with, and our team agrees.
