Influencers or content creators: what’s the correct term?
Let’s break down the terms:
While 86 percent of marketers use the term “influencers,” 54 percent of influencers prefer “content creators”—and that number is rising. Creators put time and effort into creating content, which requires expertise and industry knowledge. Most creators avoid the word “influencer” because it carries a stigma—or little respect for its perceived lack of hard work or knowledge.
● Content creator: Someone who creates content for digital distribution via social media or the creator’s channels. This work can include writing, audio, video, photography, or any other medium. The creator’s main priority is making content that connects with their audiences—influencing the viewers’ purchasing decisions come after. ● Influencer: A type of content creator or public personality whose primary goal is to impact the decision-making or sentiments of their audience. Many influencers partner with brands
to promote or recommend products and services to their social media audience.
Creators aren’t new, but they’re evolving
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