Understanding the Difference Between Influencers and Creators: A New Study’s Insights

The Rise of Creators: How Brands are Shifting Focus Away from Influencers

In the world of social media, the terms “influencer” and “creator” have long been used interchangeably to describe online personalities with large followings. However, a new study suggests that there is a significant difference between the two, and it’s one that brands are starting to take notice of.

According to a study conducted by Doing Things and Kantar Media, creators are seen as a broader category that encompasses content creators who are more entertainment-focused and driven by a unique point of view or voice. On the other hand, influencers are more meticulous in curating their image and selling a specific brand or lifestyle to their followers.

For brands, understanding this distinction is crucial when it comes to partnering with online personalities. Influencers, who often have a large following due to their status as celebrities or stars, tend to attract audiences who aspire to emulate their lifestyle. Think of someone like Kim Kardashian, whose online presence revolves around her life and experiences, creating a sense of aspiration among her followers.

Creators, on the other hand, focus on creating online entertainment that resonates with their audience. Whether it’s through elaborate YouTube productions like MrBeast or a talk show like Good Mythical Morning, creators build authentic communities around their content, leading to higher levels of trust and engagement with their audience.

According to Nicole Jones, Chief Media Commercial Lead at Kantar, the authenticity that creators bring to their content is what sets them apart from influencers. This authenticity builds trust with the audience, making them more likely to believe and engage with the brand messaging.

When it comes to working with creators, brands need to let go of the tight control they typically exert over their messaging. Creators understand their audience better than anyone else and know how to effectively reach them with any message. By building relationships with creators, brands can tap into the warmth and love that these communities have for the creators, creating a more authentic connection with the audience.

Overall, the study found that creator-led content over-indexes for enjoyability and “stop & look” power, with audiences more likely to engage with content from creators they follow. Brands looking to position themselves as trendsetters should focus on creators, given their influence in specific communities and their ability to drive brand awareness and authenticity.

As the landscape of social media continues to evolve, brands are recognizing the value of creators in building authentic connections with their audience. By understanding the difference between influencers and creators, brands can leverage the unique strengths of each to create more impactful and engaging content for their audience.