Do you think creators and influencers are the same? Think again, because Saads Abrahams from media update spoke to Kendra Hyman, Creator Partner Manager of Special Effects Media South Africa, to get her insights on what the differences between influencers and content creators are.
There are so many people who are creating content online, but what distinguishes one creator from another? How do brands choose which one to work with, and which path might be the right one for you?
Kendra Hyman is a seasoned professional in the creator industry with a passion for empowering creators and fostering Africa's creative voice. That is why she is the perfect professional to answer our question: What are the differences between creators and influencers?
How do you define the difference between a content creator and an influencer?
To me, an influencer could be anyone. Hear me out! An influencer could be a celebrity, media personality, or an everyday person who has cultivated a community because they have a trusted voice in their chosen niche. An influencer is a disrupter, someone who influences trends and impacts consumers' buying decisions.
A content creator is a craftsman. They curate visual content that tells a digital story through images or videos. Content creators create to fulfil their passion, whether a brand is backing them or not.
Think of it like this: if you want noise and awareness, an influencer is your answer. If your goal is to create high-quality content to showcase products / services or tell a story, a content creator is your answer.
To identify the difference in the wild is quite simple. It boils down to intent — are they influencing or creating?
What skill sets are essential for creators that might not be as crucial for influencers?
The first and most important skill is to understand the digital landscape you're in, and that starts with platforms. Every platform's algorithms behave in a way unique to them. When you understand the platform priority, you can then determine your content approach. For example, TikTok prioritises authentic, engaging, short-form content, whereas Instagram is more aesthetically focused.
Creators should be able to use their understanding of the platform along with their analytics to understand their audience behaviour and thereafter inform content strategies.
Creativity is non-negotiable for content creators, with a dynamic landscape where trends pop up every few minutes. Creative concepts are a creator's best friend and someone can stand out from a sea of content. Unique takes on everyday, mundane content approaches and seeing things in unexpected ways are how a content creator stays at the top of their game.
Captivating storytelling is imperative — it's not about the product; at the end of the day, it's about creating scroll-stopping digital packaging. The journey you take the viewers on, from start to end, determines the audience retention.
Speaking of digital packaging and retention, a good editing skill set goes without saying. Creators should not only have the basics of editing down; they should continuously seek to innovate and excite their audience by learning new techniques.
How do creators and influencers differ in how they build and engage their audiences?
Content creators curate content for a variety of brands with less emphasis on brand loyalty, whereas influencers persuade their audiences based on personal preference.
The influencer's drawcard for their audience will always be them — they are the USP, and they resonate with their audience over and above just their content; the community is built on a personal level.
Influencers use their life experience or personal stories to connect with their audience, fostering community and conversations. Influencers can build audiences through engaging with comments and DMs, livestream engagement, collaborations with other influencers in a similar niche and trend reliance. Remember I said earlier, influencers often start trends rather than just blend into them.
Creators have to be more intentional with building their audience. Content creators reach their potential audience through optimised SEO, algorithms and trends with quality as a priority over personal branding. This could look like anything from educational, entertainment, or even edutainment content, regardless of the niche — the creator positions themselves as an expert in their niche, and that is what builds trust amongst their community.
Content creators should use the same approach as influencers mentioned above, with more effort. Once the audience has been reached, the work to build an engaged community begins. Creators can explore 'inside joke' tactics to make their audience feel seen and a part of something bigger than themselves, for example, having a name for their following, dedicated weekly this or that templates, weekly quizzes, etc.
This is where creativity comes in and the creator needs to show their audience the value they provide; perhaps it's in the form of content or maybe it's as simple as tailored responses to comments / DMs.
Are brand partnerships structured differently for creators versus influencers?
Yes! Brand partnerships come in different forms and don't always look the same for everyone. Paid partnership campaigns usually outline a client goal, whether it's awareness, link clicks, or even sales.
Influencers and creators are selected based on who is better suited to drive the desired results; usually, in this case, the influencers are the first choice.
User-generated content (UGC) is a great way to leverage the expertise of content creators in a way that is beneficial to the brand when the goal is high-quality content or scroll-stopping content, but may not be an appropriate fit for an influencer. I recommend always discussing the end goals of the partnerships with brands / influencers to ensure both sides understand the expected outcomes.
Are brands shifting towards creators over influencers, or vice versa?
Brands have shifted towards impact as opposed to choosing between influencers and content creators. The rise of UGC is a great indicator that brands are now better at identifying their goals / KPIs and no longer blindly partner with influencers based on their following alone and value digital storytelling.
Brands have adapted their strategies accordingly, and while I wouldn't explicitly say they favour one over the other, they have made space for content creators to also flourish.
Do you think creators have a longer career lifespan than influencers?
I think whoever puts in consistent work and remembers their 'why' will have a longer career lifespan. The pressure to consistently create to stay relevant wears out a lot of people. In moments like these, it takes immense inner strength to keep going, and your why is what will fuel your content. Over the past decade we have seen the rise and disappearance of many personalities.
The one most important thing that people forget about being an influencer / creator is that your audience makes you who you are. If you had no audience, you would have no platform.
Whoever nurtures their audience more will have a longer career lifespan.
As an influencer or a creator, there are enough seats at the table for everyone; however, the dynamic landscape can either be a strength if the influencer / creator is agile or a weakness if they fall behind.
What advice would you give to someone deciding whether to be a creator or an influencer?
Ask yourself, "How do I take up space?" In a sea of content creators and influencers, "What do I bring to my audience that they don't get from anyone else?" "Do I leave my audience better than I found them, before they watched my content?" These questions, while they may seem trivial at first, will be the passion that fuels your purpose.
On the days when your analytics are low, comparison is being a thief of joy and you're demotivated — your why will always push you forward.
People forget that on the other side of the screen is a person. Once you become a creator for the right reasons, the rest will fall into place. Also, not to be cliche, but consistency really is KEY! Ensure your content is relevant and fulfils a purpose — whether it is educational, entertaining, or even both.
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*Image courtesy of Canva