What is the difference between an influencer and a creator?

Last updated on May 27th, 2025 at 02:54 pm

Terms like “creator” and “influencer” are very often seen as exchangeable, but that’s not quite the case. There’s nuance between them. So, if you’re entering the world of influencer marketing for the first time, you might be asking yourself, what is a creator? What is an influencer?

Both can play a significant role in our online culture, the way we perceive brands and how we make purchasing decisions.

But how are they different? How are they similar?

In this piece, we’ll explore those questions, examine the evolving influencer and creator economy, and consider some of the strategic elements behind partnering with both..

What is a creator?

As it would suggest. A creator creates.

You’ll often find creators on platforms like YouTube, where long-form content lends itself to knowledge sharing or commentary on news and trends. Here are four distinct examples of creators:

Envato Tuts+ is a design-focused channel offering free tutorials, tips, and tricks which help creatives sharpen their skills with industry-standard tools.
LegalEagle is a great example of a professional services business evolving into a content creator. Devin James Stone, aka LegalEagle, breaks down major news stories from a legal perspective.
David Pakman delivers daily news clips, interviews, debates, and commentary on US current affairs. With nearly 3 million subscribers, he’s a compelling example of how creators can become trusted news sources.
Tom Scott, though now on hiatus, ran a channel that explored a huge range of subjects with clarity and charisma. A masterclass in creative strategy that defied conventions.

What is an influencer?

Just as a creator creates, an influencer influences.

The image of an influencer has been skewed by the rise of the mega-influencer — typically celebrities with followings in the millions. But while they may have an enormous reach. They are more famous than they are influential.

What’s becoming more prolific is the continued rise of micro-influencers and nano-influencers.

They are influencers with much smaller audiences, but there’s a greater trust as a result. The audiences are far more positively engaged and are more likely to be influenced by those they follow.

How are they different?

At the heart of the creator–influencer divide lies intent.

Creators are usually motivated by a passion for content. They may be artists, writers, videographers, editors or technicians. Their focus is on expression, expertise and sharing knowledge through a storytelling medium.

Influencers, by contrast, are typically focused on personal branding. Their aim is often to grow a following and leverage that influence for brand partnerships or commercial gain. For them, content supports the persona.

This can often lead to clickbait or even ragebait content, which has very little substance and is mostly just unhelpful filler content. It has been created purely to elicit a response.

Of course, these are broad definitions. But the reality of the fact is the lines between the two are increasingly blurred.

How are they similar?

You have to understand that sometimes an influencer can be a creator, or a creator can be an influencer.

It may sound complicated and contradictory. But you do have a lot of cases of influencer-creators. People who have built their personal brand as influencers but have done so in a way that relies on a more content-creation-based output.

You’ll probably see this the most in certain consumer verticals, such as health, fitness, beauty and fashion. They exist in other areas and niches, too.

As the proliferation of influencers grows, this job is seen as a more viable career option.

This leads more youngsters to seek the mantle of becoming a creator-influencer, which leads to even more generational popularity and growth.

The main challenge of working with influencers and creators is picking the right ones.

Knowing who to partner with

When it comes to working with either influencers or content creators, you’re going to need to do more than just scroll through their social media platforms.

Some easier questions to answer are: does their content creation and subject matter focus align with your brand? Does the channel, on the whole, align with your values and ethos? How engaged are their audiences?

You can answer these questions in no time at all.

But what’s tricker to establish is what’s the motivation for this influencer or creator? Are they simply trying to build their brand and you’re a stepping stone for this? Are they truly passionate about something that means a lot to you and your audiences? Are they in any way biased or skewed?

This is where researching, vetting, and deep strategic consideration come into play.

It’s about taking each influencer or creator on an individual case-by-case basis and assessing the potential benefit, value and risk that a partnership could bring.

The changing face of the influencer marketing industry: different forms of influence

Something that’s also changed is how and where influence and influencers can be found.

Social media influencers as well as creators have usually been confined to platforms like YouTube, Instagram and TikTok. Now, when it comes to more corporate and B2B businesses, they haven’t always been the most likely bedfellows as they focused on Linkedin.

Clashing styles and, arguably, generational gaps meant that these kinds of social channels were left well alone by more corporate businesses. But times have changed.

TikTok can be a huge opportunity for businesses, providing they know the right places to look. There are always opportunities for influence on LinkedIn.

For example, you’re operating in the financial sector. By this definition, you should create firm and positive relationships with financial analysts or industry commentators. Those individual experts are held in esteem. They have profiles, their voices carry weight. They have influence.

They are influencers.

Working with influencers

When it comes to influencer marketing. The first question you need to ask is what you want to achieve.

Then it’s about understanding the kinds of messages and stories you want to tell and what kinds of brand campaigns you might want to run.

These founding questions will shape your entire strategy. This is ultimately a very subjective decision, and there are lots of factors and variables that are unique to your business. But some very topline advice we’d give is:

Make sure that the influencers you select align with your brand’s persona
Don’t just promote products. Build relationships and tell great stories
Don’t rely solely on sponsored posts. Work with your influencer partners to help them create engaging content that’s mutually beneficial
Where possible, try to avoid mega-influencers because a single Instagram post could cost you upwards of $10,000. Yes, working with a mega-influencer can increase brand awareness, and yet these kinds of creative partnerships are proving to be less and less effective in terms of actual ROI. You’re almost always better off spreading that cost across multiple smaller influencers.

Working with creators

Ultimately, working with creators is a very similar process.

You’re looking to find the individuals whose social platforms can give you the most mutually beneficial growth. Your target audience needs to align, the focus needs to be on creating engaging content that pushes the needle forward.

Again, you’re going to be governed by your own set of unique variables. But here are some of our top tips for working with creators

Try to find micro-influencers with engaged audiences. But understand that the proprietors of those channels are as equally as protective over their brand as you are with yours. So don’t expect them to do everything you ask.
Don’t disregard fledgling accounts. Someone may be relatively new; most influencers and creators have to start somewhere. If what they are doing really sits well with your brand, then strike up a relationship and grow with them.
Significant followings are nice to have, though look at the engagement on content as a true marker of value
These creative partnerships are a two-way street. Avoid coming at this with the mindset of creating content solely to promote products and services. Audiences will be quick to catch onto this, and that’s damaging for you and your influencer partners.

In summary

The meaning of social media influencer has changed.

While influencers and creators have their subtle differences, they can also be the same.

Working with influencers and creators is far more nuanced and creative than simply handing over cash for sponsored posts.

If you want results from influencer marketing, treat it as a long-term relationship, not a quick fix.

Understand your audience, find the right partners, and respect the value they place on their own personal brand, just as you do with your corporate one.

Big followings aren’t everything. Smaller influencers often have more authentic and trusted connections with their audience, and that can lead to better outcomes for both parties.