Creators vs influencers: What’s the difference?
Creators? Influencers? Social tastemakers? How are brands defining their influencer strategy and should they expect different results from different partners?
The term influencer has had multiple definitions over the years. Rewind a decade and it was reserved for YouTubers like Zoella and Tanya Burr, sharing fashion, food and beauty tips via vlogs watched by millions of avid subscribers.
Then came the era of the Instagrammers, the platform attracting a mix of A-listers, reality stars and young content creators building communities from scratch around fitness or lifestyle content. In 2018, the landscape shifted once again as the launch of TikTok in the UK switched emphasis firmly onto content creation versus personal brand.
So, where does that leave marketers attempting to define their own influencer marketing strategy in 2024?
The NFL, for example, defines influencers as people with influence who may or may not have a large social media footprint, explains senior vice-president for social and influence marketing, Ian Trombetta.
