Increased brand visibility is a top priority for most businesses. After all, when you’re playing the numbers, the more web traffic you get, the higher the likelihood of converting sales and growing your subscriber base.
Social media remains one of the most effective ways for businesses to promote their brand. With more than 5.07 billion people regularly logging in to their favorite social platforms, this can be a huge marketing lever for businesses that know how to use it properly.
One of the most common ways for businesses to leverage the power of platforms like Instagram, YouTube, and TikTok is by teaming up with content creators and influencers. But while these roles may seem similar at first, there are some important distinctions between the two that you’ll want to be aware of before choosing the right partner for your business.
Understanding the Role of a Content Creator
Content creators are passionate individuals who love what they do and share it with others online. Many content creators own their own blogs, podcasts, or social media platforms where they share their skills, whether that’s focused on writing content, performing certain activities, or creating different things.
Defining Features of a Content Creator
- Focus on Niche Skills – Content creators can be found in all types of categories. They’re made up of writers, videographers, designers, recording artists, and a large range of other professions. While they may have a broad range of skills, most of the highest-paid content creators focus on a particular niche or skill set and specialize in it exclusively.
- Original Creations – Rather than focusing on other people’s work, content creators spend most of their time creating their own materials. This might include highly insightful content pieces or original artwork and designs. Because of the uniqueness of their work, content creators typically see the blogs or videos they release having a much longer marketing shelf life when compared to other generic forms of web content.
- Driven by Passion for Craft – Although monetization is an important consideration, what makes content creators so successful is the authentic love of their craft. This shows in the quality of the work they release and its usefulness to a wider audience. The priority for them is content quality first, with monetization coming later, typically in the form of sponsored ad placements or selling their own branded products or services.
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Understanding the Role of an Influencer
As the name suggests, an influencer is an individual who uses their extensive following and established credibility to create meaningful engagements around different topics with a focus on branded partnerships. Most of their time is spent regularly developing new content with the primary goal of growing their follower list and the associated revenue streams that come with it.
Defining Features of an Influencer
- Audience Connection – The primary defining feature of an influencer is their ability to relate and engage with their audience. Recent data show that influencers in the U.S. have an average engagement rate of nearly 18%, as opposed to typical averages that fall between 1% 5%. They often know the best times of day to post content on social media and the most effective ways to increase visibility of their messaging.
- Platform Specialization – While most social media marketing agencies balance brand exposure across multiple digital channels and platforms, influencers tend to build their following on a single primary platform. This enables them to gain a deeper understanding of how the platform’s algorithms operate when ranking and displaying content to viewers.
- Viral Brand Exposure – Due to the significant amount of visibility that influencer content receives, it can quickly gain traction in trending videos and topics, attracting viral attention on digital channels beyond where it was originally posted. For their established partners, this can lead to significant brand exposure over a very short period of time.
Key Differences Between Content Creators and Influencers
While both content creators and influencers are talented at creating a strong following online and across social channels, there are some key differences between the professions:
Core Focus
Content creators are focused more on the quality of the assets they create. This shows in their originality and specific skill set in their defined niches. While influencers may also be talented in certain areas, their focus is primarily on the marketing elements surrounding their own personal brand. This often means spending more time building and engaging their audiences directly.
Content Formatting Styles
Content creators and influencers often have a unique presentation style that is distinct to them. Often, content creators prioritize appealing to a broader audience, creating more informative and purposeful content that offers genuine value to the viewer. Influencers maintain a less formal content presentation style, instead leveraging their relatable nature to discuss topics around their own experiences or lifestyle.
Measurements for Success
From a marketing perspective, a content creator’s level of success is measured by longer-term SEO results and the referral traffic it generates. Brands can then use these metrics to attribute new leads or sales that are a direct result of site redirects or promotional codes shared. Most influencers measure their success by the amount of reach (impressions and views) they provide to brands.
Strategic Considerations for Choosing a Partnership for Your Business
1. Take a Deeper Look at Your Business Objectives
Before evaluating a new partnership, it’s essential to clearly define what your business aims to achieve. It’s important to look at this exercise granularly instead of just setting broad goals like “grow my business.”
Take the time to really define what a successful partnership looks like for your business. This may lead you to become more focused on strictly results – sales leads, conversions, etc. – or it could mean you’re looking for a partner to help build your brand authority.
Since content creators and influencers both excel in different areas, having a clear view of your business objectives will help you to shortlist which partnerships make sense for your vision.
2. Conduct Detailed Audience Analysis
While setting your own objectives is important, you also need to know what type of audience you’re working with. If you don’t understand the wants and needs of your customers, it’s challenging to create a content marketing initiative that resonates with them.
Research your audience demographics to help identify average age ranges, location, interests, and other relevant information that can inform the best marketing approaches to take. While some of your audience may prefer traditional content formats, others may be more interested in short videos, podcasts, or other content types that may point to creators or influencers being a better choice for your business.
3. Understand your Exposure Needs
You’ll want to consider what type of exposure you’re trying to gain from a new business partnership. Depending on your goals and whether or not you’re trying to market niche products or services, you’ll want to choose a partner that aligns with your overall strategy.
For example, influencers typically have a broad reach, but they may increase your exposure, but won’t provide tangible conversion value unless their followers match your audience demographics. While content creators may have a smaller reach, their content is often more targeted toward specific topics and niche audiences.
Although both partnerships can help you get more eyes on your brand, the value they bring to your business will really depend on the industry or audience they typically target.
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4. Consider Brand Fit and Value Alignment
A significant aspect of viral marketing involves establishing authentic and credible partnerships that build greater trust in both independent marketers and the brands they support. To achieve this, it’s important to align your business with partners that will enhance, not damage, your image.
You’ll want to do your homework ahead of time when searching out content creators and influencers that are a good fit for what your business is trying to achieve. Many times it can be valuable to work with social media marketing agencies that can help you connect with the right marketing professionals based on your industry, short- and long-term goals, and the audience you’re trying to connect with.
5. Establish a Working Budget
Another important consideration when choosing sustainable marketing partnerships is to consider the costs associated. While both content creators and influencers monetize their efforts through paid sponsorships, the way they structure their compensation can vary significantly from one person to the next.
In most cases, content creators expect to see some type of revenue share associated with the traffic they bring to your brand. This is usually managed by tracking browser cookies over a period of time that contribute to business sales. The brand will then pay a percentage of all sales made during the contract period.
With influencers, brands are typically paying a fixed fee per sponsored post of video or a fee based on the number of views or impressions. The costs of these sponsored fees can vary from one influencer to the next, with some charging thousands of dollars per video.
It’s essential to create a working budget in advance so you can determine which type of partnership is the most viable option for the business moving forward.
Select the Right Partner for Your Brand
Although both content creator and influencer partnerships can be a great way to give your brand more exposure to a wider audience, it’s important to team up with the right individuals. By considering the pros and cons of each and understanding your business objectives, you’ll create a mutually beneficial partnership that helps you achieve your long-term marketing goals.
Growth Hackers is an award-winning influencer marketing agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners make smarter marketing moves with content creators or influencers, increase their productivity, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales. We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
