Every business wants the spotlight. More eyes mean more leads, and more leads mean more customers. But visibility alone isn’t enough.
You could be everywhere, but your brand won’t get so far if people don’t believe in your offering. So, how do you win both attention and credibility? Well, you can try strategic partnerships.
And that’s where things get interesting.
Most brands turn to either content creators or influencers. But which one’s right for you? The lines can blur, and the choice isn’t always obvious.
Let’s break it down so you can make the smart call!
What are Content Creators?
A content creator is someone who is passionate about creating content on online platforms, especially social media. They live and breathe, creating high-quality, original material.
From a marketing perspective, this can be anything from a well-written article, a marketing video, graphic design, or anything else to help engage with audiences.
The unique characteristic of quality content creators is that they usually don’t shout their own praises. They’re much more focused on the work itself, which is why it’s so good.
Their motivation comes from having a genuine love for what they do. Like artists, musicians, and teachers, content creators are driven by the craft, not the fame that can come from it.
What Does a Content Creator Focus On?
- Unique Work: Quality content creators rarely follow a crowd. They enjoy being creative and breaking the mould, which helps their work stand out from other forms of marketing. Originality is the most important thing for them.
- Passion-Fueled: Content creators are always trying new things. They have a real skill, and they’re always looking for ways to improve it. This dedication means they won’t cut corners, and they put in the long hours to make sure their work represents who they are.
- The Long Game: Most creative professionals aren’t big on quick execution or results. They’re in it for the long haul. They want to see their projects through, from the first spark of an idea to the finished product.
This means they’ll likely build a body of work (or portfolio) showcasing their abilities and keep a steady pace to make it happen.
What are Influencers?
Differently, an influencer has built up a loyal social media following of people interested in what they do or have to say.
You’ll usually find influencers who are experts in a specific niche, such as fashion, technology, video games, or sports.
Influencers can be great partners because they can quickly improve brand visibility by boosting Instagram and TikTok views. You can tap into their followers and cover much ground when trying to get the word out about your brand.
What Does an Influencer Focus On?
- Building a Brand: Most successful influencers put a lot of work into building their “personal brand.” They must be consistent and unique. The more relatable they are, the higher their engagement rate. This helps their followers to grow quickly over time.
- Getting More Followers: The more followers a social media influencer has, the more valuable they are to advertisers. This opens up more opportunities to leverage their connections for increased visibility and user engagement.
- Monetization: While many influencers have a creative backbone, many get into their careers for monetization benefits. Influencers can use their popularity to get brands in front of hundreds of thousands of people at once. But this exposure comes with a price, and businesses are more than happy to pay it.
Deciding on the Partner Type That’s Right for Your Business
When it comes down to choosing between a content creator and an influencer, there are a few things you can focus on to help you make the right decision:
Establishing Your Short- and Long-Term Goals
Before approaching a new potential partner, you need to have clear business goals in mind. These goals should include the short-term targets you’re trying to hit and any long-term milestones you want to reach.
Depending on your business, you might need more people to find your website or like your videos. You might also have specific lead generation goals in mind to help support your sales pipeline.
Whatever your goals, once you’ve nailed them down, you can start thinking about new partnerships. This will make sure you’re choosing relationships that align with your needs.
Identifying Your Audience
With your company goals in mind, you need to figure out what makes your target audience tick. Consider what triggers a purchasing impulse or simply the content they prefer to view.
A good practice is to use analytics tools to discover their unique behaviors. Think about their average age and background and whether or not they’re likely to respond to influencers the same way they would to more formal content.
Another thing to consider is when the best time to post on social platforms might be. This can also help you identify the type of audience you’re likely to connect with.
Consider Quality Versus Quantity
Remember that it’s not always about how many people you reach. It’s about how well your message resonates with them. A smaller group of people engaged with your brand can often be much more valuable than a broader audience that’s not interested.
Budget Your Business Needs
Your budgeting needs will likely be a big factor in the partnerships you create. Research to see the differences between working with content creators and influencers.
Depending on your industry and needs, these costs might vary considerably and help you narrow your options.
A good strategy is to look at how many of the top social media agencies typically work with. This can give you a good benchmark to track and help you decide who might be within your budget.
In any event, having a clear budget plan will save you much time and effort while making sure you’re able to bring in the ROI you’re hoping for with your engagements.
Establish Partnerships You Can Rely On
When you’re trying to scale your business sustainably, it can be challenging to know the types of partnerships worth establishing. Here are some quick takeaways if you’re not sure who to partner with.
Choose a content creator when you need:
- High-quality, original content to use across your marketing.
- Your goal is long-term brand storytelling or education.
- You value creativity, consistency, and depth.
- You’re building a content library or portfolio.
Choose an influencer when:
- You want to boost brand visibility fast and reach a specific audience or niche.
- You need social proof, engagement at scale, and a focus on ROI.
- You’re running a short-term campaign or product launch.
By following this guide, you’ll make sure you’re working with individuals who have your best interests at heart and deliver on the objectives you’re trying to achieve.
Author: Keith Kakadia from Sociallyin.
