16 WebsiteCompass What’s a Content Creator? Content creators produce and post engaging, high-quality material—such as videos, blogs, podcasts, and photos—which often emphasize personal storytelling, express a unique voice, or share knowledge of a specific subject matter. The value of content creators is linked to their credibility and expertise, and their success is typically measured by the appeal and consistency of their content. Because many content creators come across as relatable, everyday people who feel like friends, they may have a more personal connection with their followers than influencers do. For example, a content creator might provide vegetarian recipes to home cooks looking for meal ideas, and also invite followers to ask questions and leave comments about their experience with the recipes. The ultimate goal of creators is to connect and engage people with similar goals, values, and lifestyles. Content creators include the photographers, videographers, writers, bloggers, and artists you might bump into on your Instagram feed, who are making great stuff for the sake of content—not necessarily to gain followers or build a community. Because there are so many content creators online, the bar is set high if they want to stand out. What’s an Influencer? An influencer is commonly viewed as an individual with an influential, engaged, and large following (at least 1,000 followers) on social media. Their rise to popularity can largely be attributed to the creation of viral social content or notoriety outside of social media through which they acquired a large fan base. Followers may be drawn to influencers for aspirational reasons, based on influencers’ more celebrity-like lifestyle and appeal. The main strength of influencers is their ability to effectively impact the opinions of their followers and get them to purchase featured products—which might be clothing, skin care, food, health and fitness items, home goods, etc. Influencers build a personal brand and cultivate trust with a specific audience. What’s the Difference Between Content Creators and Influencers? It’s important to understand these social media roles When you hear the terms “content creator” and “influencer,” you may think they’re the same thing. However, there are distinctions related to their intent and impact. Content creators focus on sharing stories and information on social media, while influencers focus on swaying opinions and encouraging purchases. Beyond the Basics
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