Influencers or content creators: what’s the correct term? (con’t)
So, it’s the intent of the action that separates the two. Think of Crocs collaborating with Justin Bieber, Post Malone, Bad Bunny, and other stars to raise the pop culture profile of its products. The musicians influenced consumer behavior while producing little of their own Crocs content. On the other end of the spectrum, journalist-turned-YouTuber Johnny Harris makes videos about everything from geopolitics to geography, but brand partnerships pay the bills. In general, influencers can be creators, and creators can be influencers. The lines are blurry, and many use the terms interchangeably. It largely depends on the content’s engagement, action, and sentiment.
Creators aren’t new, but they’re evolving
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