The Difference Between Influencers and Content Creators

Posted at 4th-Oct-2023 in Hot Topics | Leave a reply

The terms “influencers” and “content creators” are often used interchangeably, but here at Socialfly, we define them differently. Before we dive into the key benefits of each type of partner, let’s align on our definitions.

An influencer is someone who has built a dedicated and engaged following on social media platforms such as Instagram, YouTube, TikTok and Pinterest. They have established a personal brand and reputation online, often in a specific niche or category, and are trusted by their followers. Leveraging their popularity and credibility, influencers use their personal social media channels to showcase their lifestyles and share products or services with their audience.

On the other hand, a creator is an expert videographer, photographer, writer, etc. who creates professional and high-quality content on behalf of brands. Creators focus on producing engaging content for brand use, often in the style of user-generated videos, including how-to guides, “day in the life” series, and other trending themes. It’s important to note that creators are not contracted to share this content to their personal social media channels. In fact, oftentimes content creators do not have a significant social following of their own. 


Working With Influencers:

Influencer partnerships are ideal for brands looking to increase awareness, drive sales or reach a new audience. Like creators, influencers have the ability to incorporate branded messaging into authentic, engaging, and relatable content, as well as the credibility and reach required to appeal to both new and existing customers. Whether launching a new collection or pushing product ahead of the holiday season, influencers can positively impact full-funnel marketing efforts and the bottom line. It’s important to note that prior to working with influencers, brands and/or agency partners should thoroughly vet both influencers and their channels to make sure they:

  1. Are brand safe
  2. Show historical performance that supports campaign objectives
  3. Reach the right audience
  4. Create well-curated content
  5. Are authentic and a genuine fit for the brand/product


Working With Content Creators:

Content creators are an amazing resource for creating branded content at scale. Even when brands have an in-house creative team or production agency, they often find gaps in content calendars that require cost-effective and well curated content. With expertise in graphic design, videography, photography, animation, copywriting and more, creators fill those gaps with UGC-style content that have been carefully crafted to align with unique brand styles. Similar to our influencer marketing process, we’re able to strategically select specific creators to develop best-in-class video content for brand channels. Content from various partners should feel different, maintaining its relatability and authenticity, while aligning with brand aesthetics to ensure a cohesive look and feel. When identifying content creators, there is less intensive vetting process than for influencers. Vetting is more focused on their creation abilities – videography, photography, etc. – rather than audience and engagement. 


While brands may be drawn to one type of partner over the other based on their overarching goals and needs, we see huge success executing both influencer and content creator partnerships simultaneously. Reach out to our team of experts to find out which type of program is right for you!


Written By: Leigh Poellmann, Associate Director, Influencer Marketing

Comments are closed.

Want to be the first to know about the latest social media news and upcoming events?

Subscribe to Socialfly's newsletter to get your weekly dose of all things social sent straight to your inbox.