As the creator economy continues to expand, it’s important for influencers, content creators, and brands to understand the key differences between influencers and content creators. In this article, we will explore the motivations, content focus, and monetisation strategies of influencers and content creators, and how these distinctions can impact partnerships between influencers and brands.
Motivations of Creators
According to a recent study by Adobe, “The Future of Creativity,” creators are motivated by a desire to express themselves, do something fun, and explore their passions and interests. In contrast, influencers make up only 14% of all creators and tend to be more motivated by monetary gain.
The Creator Population
It’s important to note that not all creators are influencers, and not all influencers are creators. Influencers make up a small share of the total creator population and are more prominent in certain markets, such as Brazil, Australia, the UK, and the US.
One of the key differences between influencers and content creators is the type of content they produce. The study found that the visual arts, particularly photography, are the most important amongst creators. Over half of those participating in any given activity are also participating in photography, and 4 in 10 are also producing creative writing. Influencers, on the other hand, tend to focus more on monetising their content, with 51% of influencers making in the top income bracket or the US equivalent of bringing in over household income of $100K+ (value equalized across countries).
Influencers tend to focus more on monetising their content through brand partnerships and sponsored posts, while content creators may monetise their content through a variety of channels, including merchandise sales, digital products, and memberships.
As a content creator or influencer, it’s important to understand these distinctions and to stay true to your motivations and passions. For brands working with influencers, it’s crucial to understand the motivations and content focus of the influencers you work with in order to create a successful partnership. By understanding the key differences between influencers and content creators, we can build stronger, more authentic partnerships and support the continued growth of the creator economy.