Daus Mendoza, a well-known influencer with over five million TikTok followers, initially shied away from the influencer tag, viewing it as “icky.” However, he has now begun to see value in the title. In the social media world, distinguishing between influencers and creators is becoming critical. While creators attract Gen-Z to platforms like TikTok and Instagram with engaging content, influencers drive product sales by leveraging their strong connections with followers.
Mendoza emphasizes, “Influencers use their voice and have a connection with their audience.” This distinction highlights a growing divide and marks a shift in social media’s landscape. Not everyone creating content has the power to influence purchasing decisions. According to The Wall Street Journal, only 13% of creators earned over $100,000 in 2023, emphasizing the challenge of turning views into viable income.
James Nord, founder of influencer marketing firm Fohr, asserts, “Making real money in this space requires charging brands for access to your trusted and engaged audience.” This statement underscores the importance of influence over mere audience size.
The term influencer has faced criticism, often unfairly directed at women in fields like fashion and beauty. Conversely, the label creator has been more accepted, initially tied to male YouTubers. Glamour’s senior editor, Stephanie McNeal, notes societal biases in these perceptions. Despite these stigmas, top influencers quickly convert their following into monetary gains.
Creators, however, provide unique value by generating distinctive and visually appealing content, which brands use for marketing campaigns. Understanding the difference between visibility and influence is essential for brands aiming to allocate marketing budgets efficiently.
Danielle Carolan, a successful influencer, reports that most brand deals focus on her ability to connect with her audience rather than her content style. This connection fosters loyalty and trust, essential for driving sales.
Brands benefit from partnering with both creators and influencers. Creators excel in content production, while influencers efficiently drive conversions. Danielle McGrory of Communité advises brands to analyze their goals—combining visibility, reach, conversion, and community—before choosing partnerships.
As TikTok ends its $1 billion creator fund, financial support from platforms dwindles, making brand collaborations vital. Forward-thinking fashion brands like Loewe and Levi’s have successfully collaborated with creative minds like Vita Kari, integrating authentic content that resonates with audiences.
Ultimately, understanding and leveraging the distinct strengths of influencers and creators can lead to effective and mutually beneficial marketing strategies.
