How “influencers” became “designers” and what this means for brands

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Creator or influencer?

“Creators are people who prioritize the art of creation and then share it across communities. It’s very different from an influencer, ”said Jim Louderback, Managing Director and Senior Vice President at ViacomCBS and CEO at the VidCon Creators Conference. “[An influencer] just wants to get rich and famous. They don’t create, they only exploit [social media] so as to become rich and famous. He cites a celebrity like Kim Kardashian-West and her 250 million Instagram followers as an influencer example, compared to a creator like filmmaker Ryan Connolly whose YouTube show, “Film Riot” has 1.3 million d ‘subscribers.

Brands, according to Louderback, can benefit from both depending on their campaign goals. With creators having specific followers, there is a higher engagement potential and the ability to speak to more specialized audience segments, while with influencers, their influence comes in the form of broad reach. and of wide popularity. “The depth of commitment and love for specific designers can translate into really powerful connections for brands,” he says. “You can get great results with influencers as well, but then it’s a scaling game. “

Essentially, the KPI for influencers is what the headline implies: getting their audience to do something like buy a jacket they wear or skincare products they show off in their morning routine, says Evan Horowitz, CEO and co-founder. , Movers + Shakers, a creation studio. They monetize their platform mainly through branding deals and affiliate programs.

Creators, on the other hand, can have both large and small followers, and are generally less well-known, says Horowitz. Plus, as the name suggests, creators focus on creating content. “Influencers can also be creators, but not all creators are necessarily influencers,” he says. “Often influencers start out as content creators as they build their presence and personality on the internet.”

A major difference between an influencer and a creator is how they’re measured and why audiences follow them in the first place, says Gabe Feldman, senior business development manager, Viral Nation, an influencer agency.

“An influencer is measured on quantitative factors such as audience reach, audience, engagement rate. Ultimately, an influencer is basically word of mouth on a large scale – with a relationship like friendship with his audience, ”says Feldman. “While a creator is different, a creator is not measured on reach or audience, but on the quality and caliber of their content. Audiences are drawn to creators primarily because of depth and depth. the breadth of content they produce. Typically, creators produce content that would otherwise be expensive to run in traditional capacities (ie high-end studios). “

Decide between the two

Brands typically look to influencers when looking to increase their share of voice on a specific platform or to generate revenue and customer acquisition, Feldman explains.

Influencers often have a larger audience and are more instantly and widely recognized, says Horowitz. This can be a huge asset for brands trying to gain wide exposure, gain attention and impact sales. ”

Brands looking to establish a presence on a new platform could look to creators to help them create solid content, adds Horowitz. Creators also tend to have certain niches and can help present a brand to a specific audience.

Marketers can also rely on creators to supplement their content production needs, Feldman says, adding that creators offer brands a two-for-one deal. “They get an abundance of premium content, coupled with the likeness and credibility of a talented content creator.”

Jessica Philips, founder and CEO of The Social Standard, an influencer marketing agency, says they recommend a different approach for brands based on marketing goals. For example, The Social Standard worked with Mexican restaurant chain Qdoba to build murals in Nashville with designers who could paint a mural and share it on social media. However, when Chrysler wanted to promote the Pacifica’s latest features, the agency paired them with family influencers who were able to demonstrate how it works in their daily lives.

But there is usually a price difference, with creators, perhaps surprisingly, sometimes seeking a higher price. “The reason is that the production costs associated with content licensing and user fees can dramatically inflate costs if the partnership is not negotiated properly. In my experience, brands would not pay for their social “influence” or their audience, but would pay for the production and use of that content, as if the brand wanted to reuse and integrate its content into other advertising media. “, Explains Feldman.


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