Collaborating with Influencers vs. Digital Creators: Which Is Best for Your Brand?

In the age of TikTok and as the younger generation’s buying power becomes more apparent as they enter the workforce, influencer marketing has become more valuable for brands.

But did you know that influencers and digital creators are not one and the same? The two terms are sometimes used interchangeably, but there are subtle differences between the two — subtle but can have a significant impact in helping you meet your marketing goals.

How are influencers different from digital creators?

Influencers, as the term suggests, are social media personalities/mini-celebrities who have their own following. They usually share slice-of-life, personal content while also promoting products and services. As part of their job title, they literally influence people to do or buy something they are promoting.

Some examples of influencers are James Charles (beauty niche), Mariano di Vaio (fashion), and Kayla Itsines (fitness).

Digital creators or content creators, on the other hand, function similarly, in that they create content and have their own loyal following. However, the content they make isn’t restricted to personal and promotion content — it could be anything from videos, photos, informational resources, blog content, and to all kinds of digital content. Their function is as straightforward as their job title: they create.

Some examples of digital creators are Project Nightfall and Steveioe.

So to sum it up, despite their overlapping functions, the difference between a social media influencer and a digital creator lies in the intention behind their work:

• An influencer posts content with the intent to convince their followers to buy a product or service, and at the same time, they earn an incentive for each “referral.”
• A digital creator creates content to engage and educate their followers. They may “influence” some of the audiences along the way, but that is not their main intent.

What does this mean for marketers?

For marketers, it means you have to be careful in choosing who you collaborate with for your marketing campaigns. Working with the wrong kind of social media personality could affect the outcome of your campaigns.

So which of the two is best for your brand: influencers or digital creators? The answer depends on your goal.

Choose an influencer if:

• You want to expand your reach through their following
• You want to reach a specific niche
• You want to increase sales or promote your affiliate marketing campaign or referral program
• You want to increase brand recognition and awareness

Choose a digital creator if:

• You want to work with an industry expert and cultivate brand trust
• You want to tap into the creator’s style and reach new audiences
• You need high-quality content for your startup business and you don’t have the resources to hire more people yet (i.e., a one-time project)
• You need a supplement to your in-house team to create a different kind of content

3 Quick Tips When Collaborating for Your Brand

Whether you choose to work with an influencer or a digital creator, here are some quick tips to remember to make the collaboration more smooth-sailing:

1. Establish your goal – This is crucial, as it will guide you in creating your strategy and in choosing who you want to work with.
2. Set clear guidelines – While it’s equally important to provide creative freedom, it’s also important to set clear guidelines so that your brand is consistently represented when they create their content.
3. Track and evaluate your metrics – Establish your metrics early on and evaluate the results of your campaign. Make the necessary refinements if needed.

Make Your Marketing Campaigns Stand Out

Collaborating with influencers or digital creators is but one of the many ways to propel your marketing strategy forward. If you need help with any of your digital marketing and content creation needs, Ilfusion is here for you. From marketing and brand strategy, to graphic or video design and creation, and to social media — we have you covered.

Give us a call at 888-420-5115, or send us an email at [email protected] to get started!

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