Superstar Weekly

The distinction between “creators” and “influencers” is often unclear, as both are active on social media, produce content, and maintain dedicated followings. However, treating creators and influencers as interchangeable pieces in a marketing strategy is a mistake that can result in ineffective campaigns failing to meet their goals.

Creators and influencers offer fundamentally different value propositions

Creators are primarily focused on producing original content that showcases their talents, skills, or passions. Their content is often deeply personal and resonates with niche audiences with similar interests. They might be artists, musicians, writers, or experts in a particular field, and their primary goal is to create authentic and engaging content. This authenticity helps them build a loyal following that trusts their recommendations and views their content as valuable and credible.

On the other hand, influencers have built large followings thanks to their personalities, lifestyles, or social status. They excel at using their popularity to shape their audience’s opinions and behaviors. Their content is generally more polished and commercial, designed to appeal to a broad audience and create buzz.

Making the choice: creator or influencer?

It comes down to marketing objectives and who you’re trying to reach.

Where creators shine:

Bottom-to-middle of the funnel

Niche awareness, engagement and sales: Creators excel at building strong connections with specific, passionate audiences and often have a presence on nontraditional social media platforms. Their content resonates deeply with these niche communities, fostering trust and loyalty. Creators are your go-to partners if you aim to raise brand awareness and generate meaningful engagement and sales within a specific niche group.

Authentic storytelling: Creators are masters of crafting genuine and relatable content. They pour their passion and expertise into their work, creating narratives that resonate with their audience on a personal level. This authenticity builds trust and encourages people to genuinely connect with your brand message.

Expert authority: Many creators are established figures in their respective fields, possessing deep knowledge and expertise. Partnering with these individuals allows you to leverage their credibility and tap into their audience's trust. This is particularly valuable when promoting products or services that require a high level of trust and understanding.

When influencers take center stage:

Top-to-middle of the funnel

Mass reach, awareness and visibility: Influencers boast massive followings, allowing you to reach a broad audience and generate significant brand awareness. Influencers are ideal partners if your primary objective is to quickly increase brand visibility, reach a large number of potential customers, and build long-term consideration.

Building trust and positive associations: Influencers have cultivated unique personalities and lifestyles that resonate with their audience. Partnering with them allows you to leverage their established social influence and positive associations to create a favorable perception of your brand.

Driving interest and engagement: Influencers are skilled at creating engaging content that sparks curiosity and interest. This can increase website traffic and social media engagement and drive more prospects and customers into your sales funnel.

Free Creator Economy Resource List

Looking for the latest news and insights on the creator economy? We’ve curated a selection of top industry resources — all continuously updated— to help marketers navigate the creator economy more effectively. We’ve just added a global marketing events calendar! Check it out here 👇

Industry spotlight

Consumers turning to influencers as traditional media loses trust

To understand how influencer marketing is evolving, HAVAS Red surveyed clients across 10 markets — Australia, Ireland, Germany, Italy, Japan, The Philippines, Singapore, UAE, the US, and the UK. Clients spanned a range of industries and sectors, from health and wellness, technology, and food and beverage to automotive, manufacturing, and tourism and travel. Read the full report here

By the Numbers: If TikTok is banned, this is where users say they’ll spend time instead

A new study from AI research company Vurvey provides some insights into how consumers would adapt to a ban, how it might change their relationship with brands and what they’ll use instead of TikTok. Read more here

How marketers are adapting to the new realities of data privacy

The fragmented data privacy reality that’s long been foretold is finally here for marketers. Recent legislation across several states signals a significant shift in the marketing and data privacy landscapes. As of May 2024, 17 US states have passed data privacy regulations, with more on the way. Read more here

TikTok creators call out shady brand partnerships - what marketers can learn

Ad Age takes a look at some of the questionable practices creators encountered from brands and how to avoid them. Read more here

Starpower

Budapest wowed 50 elite influencers from 14 countries – the brilliant tourism strategy behind it

The Hungarian Tourism Agency hosted a large-scale influencer marketing event called the “Budapest Influencer Trip” in Budapest as part of its spring campaign. The agency invited approximately 50 popular influencers from 14 countries with 10-15 million social media followers. Read more here

Walmart unveils realm: An influencer-curated online shopping experience

Walmart has launched a new immersive online shopping platform called Walmart Realm. The platform features virtual shops curated by influencers and inspired by social trends. Read more here

LinkedIn just tapped this surprising partner to bring more creators on board

LinkedIn has partnered with Whalar Group, a creator marketing agency, to pair brands with creators for LinkedIn campaigns. Whalar joins LinkedIn’s network of content and creative partners alongside firms like VidMob. Read more here

Interesting reads

456 growth agency seeks out “Diamonds in the Rough” creators – CEO Dan Albert explains why [LINK]

Chanel under scrutiny - What brands can learn [LINK]

The rise of the creator-investor: A new kind of brand deal [LINK]

Join the conversation

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