Which Is Better: Creators Or Influencers?

(By Gil Gerretsen) As I have conversations with rainmakers, or people who lead the rainmaking process, I sometimes get a question about the content creation strategy versus the influencer strategy. They wonder which approach might be right for their objectives.

My answer is generally, "It depends." They each have their strengths and the choice generally depends on a company's target audience and goals. Understanding the difference is important.

Understanding The Difference Between Creators and Influencers

Creators focus on generating high-quality, specialized content within their area of expertise. They are often passionate about their work and build a following of fans because they are effective at educating and inspiring their audience. Further, because they communicate in a way that's valuable or entertaining, they are often seen as more relatable and can foster closer connections with their followers. As a result, they often appeal to niche audiences.

Here's the key word for creators: Quality.

Influencers, on the other hand, excel at reaching broader audiences and driving immediate impact. They often have a more aspirational appeal, which can be powerful for certain marketing objectives. Their focus is on building an engaged audience and connecting with them. They may be known for their personality and style. They are particularly effective for boosting brand awareness and leveraging their personal lifestyle to persuade their fans to take recommended actions.

Here's the key word for influencers: Quantity.

Choosing Between Creators Or Influencers

Creators and influencers each have their strengths, but as mentioned earlier, the choice between them depends on your specific target audience and goals. You must always remember that, although it seems like anybody with a smartphone can become a creator or influencer, it actually takes a lot of time and talent to become effective. It is rare that they succeed in both capacities.

Partner with content creators if you want to produce or leverage the creative talents of skilled writers, artists, photographers, videographers, or even podcast studios. They are better suited for providing valuable or in-depth content. However, keep in mind that creators typically don’t have the number of followers or community engagement that influencers have. If you also want to promote your product to the creator’s following, it will be harder to get massive traction.

Partner with influencers if you want to engage, persuade, and leverage the members of their audience. Their value revolves around their lifestyle and personal branding, so they are more effective for quick brand exposure and sales conversions. Influencer have a disadvantage, however. They know people, not content. You will have to work with them more closely to generate true engagement. If their efforts feel spammy or irrelevant, you won’t get the results you paid for.

The Best Of Both Worlds?

In some situations, there can be a blended option. You could drive higher returns by blending your creator and influencer partnerships. Leverage each for their unique skills. As the old saying goes, two heads are often better than one.

Influencers can bring the people in while creators can keep the people around. When you work with both, you can achieve better aggregate results.

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