What's the difference between a content creator and an influencer?
A content creator is someone who makes content such as videos, photos or writing for the internet. An influencer is someone whose audience trusts them enough that they can shape opinions and buying decisions, so with a creator you mainly pay for the content and with an influencer you mainly pay for the reach and trust.
ShoaibUpdated 3 min read
What do the definitions say?
The Cambridge Dictionary defines a content creator as someone who creates content (video, images, writing and so on) for the internet, especially for social media. It defines an influencer as a person active on social media who can influence people's opinions or persuade them to buy a particular product, and also as someone paid by a company to show its products on social media.
Instagram itself groups them together: its Help Center says creator accounts are aimed at public figures, content producers, artists and influencers.
How does that change what I hire them for?
| Content creator | Influencer | |
|---|---|---|
| You're buying | The content itself | Access to their audience |
| Where it's posted | Often your own account or ads | Their account |
| Follower count | Matters less | Matters a lot |
| Best for | Ads, product videos, social posts | Awareness, trust, launches |
Where does UGC fit in?
UGC (user-generated content) creators make videos that look like a normal post from a real person, which your brand then posts or runs as ads. TikTok's creative guidance recommends a not overly polished style that fits in with user-generated content, which is why this style is popular for ads. See what UGC ads are.
Which one do I need?
If you need lots of good content for your ads, hire creators. If you need people to hear about you from someone they already trust, look at influencer marketing, and compare it with paid ads first: influencers or paid ads.
Need ad-ready content for your digital marketing? See our creative production service.