Influencer vs Content Creator
Posted: Sun Dec 22, 2024 5:47 am
We know of the Instagram influencer, a person who is usually gorgeous, posts aesthetic images and shares their lifestyle or fashion sense to the world - think The Kardashians. Then there is the YouTube influencer, from the drama-fueled likes of Jake Paul, Tana Mongeau and Trisha Paytas, to makeup gurus Jeffree Star and Nikkie Tutorials through to relatable YouTube stars like PewDiePie, Jenna Marbles and D’Angelo Wallace. All of these individuals hold substantial influence for brands, and when they promote a product, you can be sure their millions of subscribers will be quick to make a purchase. However, one type of social media influencer has taken center stage this year and TikTok stars are gaining greater reach than their social media counterparts.
Data collected from influencer platform Traackr, took a close look at the influencer TikTokers have over their audience. They pulled information and engagement from 50,000 beauty influencers on the app and found that Tiktok has seen a 164% increase in sponsored posts and a 481% increase in engagements. Essentially, this short-form video platform has seen immense growth in the influencer space, with paid-for cosmetic influencer posts down 23%, 10% and 39% for Instagram, YouTube and Facebook respectively.
So, how did TikTok become the influencer hub? You see, as the pandemic hit the world in 2020, millions of people from all over the globe turned to the social media app TikTok for entertainment. And during this time, many TikTokers developed fanbases that go beyond a simple Instagram share or like. Marketers quickly picked up on the fact that at-home consumers are now consuming more content than ever before - and their attention has turned to TikTok. And with this in mind, brands begin to develop strategies for long-term brand building - not short-term sales. And brands are doing this by investing in high-quality video content across bite-size video apps like TikTok and now Instagram Reels. And who better for brands to partner with than individuals with thousands of like-minded followers? Now, influencers are being baked into much broader and long-term brand strategies.
TikTok offers a place for you to source the saudi arabia email list ultimate influencer for your business, but if most of your target audience are on Facebook or Instagram, you obviously need to find influencers that have a strong presence on those platforms. But when it comes to the latest evolution of social media influencers, TikTok is taking reign.
3. Influencer Terminology:
One of the other biggest shifts in the social media influencer landscape is terminology. The word influencer may have made its way into the dictionary in 2019, but some influencers are now calling themselves “content creators.”
So, why the sudden shift? This is because influencers are quickly gaining measurable results for brands and their ideas, and their content can help brands flourish. In a sense, they are not merely a voice or face for the brand, they can help in all aspects of marketing creativity.
You see, the influencer hype has soared so much that it has been predicted that brands will spend upwards of $15 billion on “influencer” marketing by 2022. And this is why the term is changing - influencers actually offer measurable value and are now closely associated with monetization through content creation, brand deals and sponsorships. They are no longer just “faces,” they are brands themselves and thanks to easy-to-use apps like TikTok or Instagram Reels they have the power to create content themselves. An influencer that creates their own content, thinks of their own ideas and works hard to get a message to the masses is in fact more than an “influencer”, rather they are a bonafide content creator.
Essentially, the influencer space is becoming the content creator space and today, they are more than mere celebrities. They are experts in their field as performers, writers, photographers, videographers and editors. And they want to be recognized for the quality of their work - not just their follower count. And this is why brands are trusting them more and more to deliver results.
Data collected from influencer platform Traackr, took a close look at the influencer TikTokers have over their audience. They pulled information and engagement from 50,000 beauty influencers on the app and found that Tiktok has seen a 164% increase in sponsored posts and a 481% increase in engagements. Essentially, this short-form video platform has seen immense growth in the influencer space, with paid-for cosmetic influencer posts down 23%, 10% and 39% for Instagram, YouTube and Facebook respectively.
So, how did TikTok become the influencer hub? You see, as the pandemic hit the world in 2020, millions of people from all over the globe turned to the social media app TikTok for entertainment. And during this time, many TikTokers developed fanbases that go beyond a simple Instagram share or like. Marketers quickly picked up on the fact that at-home consumers are now consuming more content than ever before - and their attention has turned to TikTok. And with this in mind, brands begin to develop strategies for long-term brand building - not short-term sales. And brands are doing this by investing in high-quality video content across bite-size video apps like TikTok and now Instagram Reels. And who better for brands to partner with than individuals with thousands of like-minded followers? Now, influencers are being baked into much broader and long-term brand strategies.
TikTok offers a place for you to source the saudi arabia email list ultimate influencer for your business, but if most of your target audience are on Facebook or Instagram, you obviously need to find influencers that have a strong presence on those platforms. But when it comes to the latest evolution of social media influencers, TikTok is taking reign.
3. Influencer Terminology:
One of the other biggest shifts in the social media influencer landscape is terminology. The word influencer may have made its way into the dictionary in 2019, but some influencers are now calling themselves “content creators.”
So, why the sudden shift? This is because influencers are quickly gaining measurable results for brands and their ideas, and their content can help brands flourish. In a sense, they are not merely a voice or face for the brand, they can help in all aspects of marketing creativity.
You see, the influencer hype has soared so much that it has been predicted that brands will spend upwards of $15 billion on “influencer” marketing by 2022. And this is why the term is changing - influencers actually offer measurable value and are now closely associated with monetization through content creation, brand deals and sponsorships. They are no longer just “faces,” they are brands themselves and thanks to easy-to-use apps like TikTok or Instagram Reels they have the power to create content themselves. An influencer that creates their own content, thinks of their own ideas and works hard to get a message to the masses is in fact more than an “influencer”, rather they are a bonafide content creator.
Essentially, the influencer space is becoming the content creator space and today, they are more than mere celebrities. They are experts in their field as performers, writers, photographers, videographers and editors. And they want to be recognized for the quality of their work - not just their follower count. And this is why brands are trusting them more and more to deliver results.