Creators vs. Influencers: Guide for Small Businesses & Creators

brand influencers versus creators

In the world of social media, the difference between “content creator and influencer” is quite tricky,

Only about 14% of content creators consider themselves as influencers.

And, I’ve seen many small businesses trying to leverage the power of these social media creators in advertising,

While many of them succeed with their campaigns, a lot make huge mistakes and burn their advertising budgets.

In this short article, we’ll shed some light on the key distinctions that help you identify the right fit for your brand.

We’ll also try to share some valuable tips for aspiring creators aiming to become sought-after influencers.

What’s The Difference Between A Content Creator and an Influencer: Understanding the Distinction:

While both content creators and influencers produce content, their primary goals and strategies differ significantly:

Content Creators: 

  • Content creators primarily focus on creating and sharing different styles of content around a passion, idea or thought process.
  • They often aim to entertain and sometimes inform their audience, building a loyal following through consistent content. 
  • Their monetization strategies may involve various avenues like subscriptions, merchandise, or collaborations.


  • Influencers on the other hand seek to create content around a specific niche or an established audience and want to influence decisions
  • They aim to inform, educate (maybe entertain), and inspire their audience, building a loyal following through consistent and valuable content.
  • They build strong relationships with their followers, fostering trust and credibility. 
  • Brands (who know which is which) often partner with influencers to promote products or services, reaching a wider audience and potentially driving sales.

Identifying the Right Partner for Your Brand:

As a small business owner, choosing between a content creator and an influencer depends on your specific goals:

Brand awareness and audience growth: 

Partner with creators who align with your brand values and target audience. 

Although their engaging content can help you build brand recognition and attract new followers, make sure the creators themselves have an audience that closely resembles your buyer persona.

Targeted product promotion and sales: 

Collaborate only with influencers who have a strong influence on your target demographic (especially if you’re a small business owner). 

Leverage their credibility and reach to drive product awareness and conversions.

Make The Switch From Aspiring Creator to Brand Influencer:

  • Find your niche and become an expert: One of the top characteristics of an influencer is deep knowledge about their chosen niche. Develop deep knowledge and expertise in a specific area to establish yourself as a credible source.
  • Create high-quality, engaging content: Focus on consistency, value, and storytelling to capture the audience’s attention and build a loyal following.While viewers should find your posts, informative, educative or inspiring, attempt to mix in blends of entertainment.
  • Interact with your audience: Influencers inspire their audiences by partaking in community discussions. Respond to comments, answer questions, and participate in discussions to foster genuine connections.
  • Collaborate with other creators: Partner with individuals in your niche to expand your reach and audience within the industry.That way, you’re better recognized as a top creator.
  • Stay authentic and transparent: Share your unique voice, values, and experiences to build trust with your audience.

Remember, becoming a successful influencer takes time, dedication, and strategic effort.

By consistently creating valuable content, building genuine relationships, and staying true to your authenticity, you can pave the way towards impactful influence and potential brand partnerships.

In conclusion,

In the same way understanding the distinctions between content creators and influencers empowers small businesses to make informed decisions when choosing partners for their advertising campaigns,

Aspiring content creators must also arm themselves with the right strategies and dedication so that they can easily navigate the path towards becoming influential voices within their chosen niche.

Temitayo Michael

Clients and customers acquisition expert. Digital Marketing Freelancer and copywriter. Lover of Christ and a fan of Lhasa Apsos

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