(Marsha Collier on LinkedIn)
There’s substantial chatter online that suggests the majority of those categorized in the role of an influencer feel like the term no longer reflects the depth and nuance of what they do, as it’s become associated with purely transactional relationships and superficial promotions, which can feel limiting to those who see themselves as artists, storytellers, and advocates of change. Other reasons for the change in self-identification include:
Authenticity and Transparency: Audiences value transparency over commercialism. Some influencers feel like the label implies a one-dimensional role focused solely on selling which can ultimately create distrust. On the other side of the coin, the term “creator” feels more authentic, suggesting a focus on producing genuine content that resonates with people on a deeper level.
Creative Control and Freedom: Unfortunately, being uae telegram data seen as an influencer can pigeonhole these individuals, implying their primary value lies in promoting products rather than creating original, engaging content. By embracing the role of “creator” they can position themselves to work on projects that inspire them, rather than simply influencing audiences to buy.
Career Legitimacy: Despite its effectiveness, the influencer industry has long battled a perception that it’s not serious work, most notably in the B2C space.. By shifting to creators, social media stars can align themselves with other creative positions, and solidify the true value of their work.
The brand view on creators vs. influencers
The very public discourse over the use of “creator” and “influencer” by online users isn’t new, but it has certainly become more commonplace. That said, do brands really care? When strategizing a marketing campaign centered around content creators, would they actually rule someone out because they label themselves as an influencer?
The answer is a resounding no.