For a long time, a hazardous narrative about influencer marketing and so-called influencers has been brewing. The fact is, both content creators and influencers have an influence on their audience, so why are some just creators and the others the influencers? Lets get into it:
There is a significant difference between influencers and content providers. Creative directors in their own right are the social media makers that add the greatest value to brand relationships and campaigns. They work with marketers, but they interpret content briefs in an artistic, contextualized, and compliant manner.
Because of unfavorable views of the “conventional” influencer, brands have been quick to dismiss the usage of creators in their ads. Working with talented artists, on the other hand, can be a very beneficial experience for companies, increasing brand recognition, creating high levels of consumer engagement, and eventually producing ROI.
These are the folks with whom brands and marketers should collaborate. We refer to them as “creators.” This may appear to be a little distinction, but it is significant, and we are witnessing the formation of a growing divide between the two.
Creators themselves are eager for companies and customers to see this distinction. OTB Tom recognizes that creators may be regarded as artists or performers after experiencing the other side of the brand-creator connection. Influencers, on the other hand, are referred to as “showcasers.” “The influencer is like an art gallery, but the artist who makes the art is the artist who creates the art.”
The term “influencer” refers to someone who creates a platform with the goal of being utilized by businesses for marketing reasons.
There is a distinction between the quantity of content influencers can generate and the amount of content producers can produce: An influencer may produce considerably more content than a content generator. While staged product placement images might take anywhere from 30 minutes to half a day to capture, you can spend considerably more time as a creator brainstorming, developing, and executing content.
There is also the issue of accountability that comes with content creation, which influencers must address. Influence carries with it a certain amount of responsibility. While being a content developer is not the same as being an influencer, the content creator’s activities have the ability to impact the fans’ behavior.
Consumers are becoming more aware of fake brand-influencer connections, and marketers are increasingly turning to artists to promote their products and services. Their ability to generate interesting and innovative content that are natural to their feeds ensures that they will be around for a long time.
According to some, the swipe generation is becoming increasingly oblivious to stock photos of influencers holding items, preferring instead to interact with material that has been thoughtfully and artistically crafted with the consumer in mind. This has grown increasingly essential in the last year, since many of us have been confined at home and looking for amusement wherever we can find it.
The industry must recognize that successful content benefits not just the brand or creative who created it, but also the audience that consumes it. During the epidemic, we learned that the most effective content providers are those who show compassion and understanding while sharing material responsibly. Despite the vaccine’s introduction, we are living in unprecedented times, and any information that is judged out-of-date risks provoking a reaction.
Since the outbreak, the usage of short-form video has skyrocketed, and businesses and influencers alike will continue to utilize it to attract consumer attention. Platforms like TikTok have democratized the ‘influencer’ arena, allowing only the most distinctive and culturally savvy producers to stand out.
The gap between influencers and producers will widen as short-form video content becomes more popular. As a result, the power balance may change in favor of influencers who create original content centered on specific interests.