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1/ Way too many brands fail at working with influencers.
Why? They don’t understand the difference between creators and influencers.
Knowing the difference is everything.
A thread.
Why? They don’t understand the difference between creators and influencers.
Knowing the difference is everything.
A thread.
2/ Creators: Treat their work like a craft
Influencers: Treat their work like a way to make a quick buck
On @hashtagpaid, creators say “no” to brand collab opportunities ~50% of the time!
Why? It’s not an authentic fit + it won’t resonate well. Creators respect their audience.
Influencers: Treat their work like a way to make a quick buck
On @hashtagpaid, creators say “no” to brand collab opportunities ~50% of the time!
Why? It’s not an authentic fit + it won’t resonate well. Creators respect their audience.
3/ Creators: Create original content
Influencers: Repost content they didn’t create
For creators, content is currency.
They're masters of their craft + know how to create content people love—it's how they built an audience. Reposting content dilutes trust with their followers.
Influencers: Repost content they didn’t create
For creators, content is currency.
They're masters of their craft + know how to create content people love—it's how they built an audience. Reposting content dilutes trust with their followers.
4/ Creators: Are proud of their collaborations
Influencers: Delete their collaborations
If you’re being asked to spend more to keep your post up for more than 12 hrs, you probably shouldn’t work with that influencer.
Creators are proud to collaborate with brands they respect.
Influencers: Delete their collaborations
If you’re being asked to spend more to keep your post up for more than 12 hrs, you probably shouldn’t work with that influencer.
Creators are proud to collaborate with brands they respect.
5/ Creators: Have real audiences
Influencers: Bought their followers
Creators built their following organically by creating captivating content that resonates with people.
When you partner with creators you reach real people, not bots.
Influencers: Bought their followers
Creators built their following organically by creating captivating content that resonates with people.
When you partner with creators you reach real people, not bots.
6/ Now you know the difference between creators and influencers.
Why does it matter?
Working with creators vs. influencers is the difference between having this work incredibly well for your brand vs. wasting time and money.
Why does it matter?
Working with creators vs. influencers is the difference between having this work incredibly well for your brand vs. wasting time and money.
7/ Creators marry content + distribution + influence together.
Brands that get creators right see 3 key benefits:
1. The content powers their ads, website, and other channels
2. They build a stronger brand
3. They acquire new customers with strong ROAS
Brands that get creators right see 3 key benefits:
1. The content powers their ads, website, and other channels
2. They build a stronger brand
3. They acquire new customers with strong ROAS
8/ Creators have influence, but they are not influencers.
Marketers who know the difference are collaborating with creators and building the next iconic brands - see: @SeatGeek x @DavidDobrik.
Or are reinvigorating stale ones - see: @charlidamelio x @HollisterCo collab.
Marketers who know the difference are collaborating with creators and building the next iconic brands - see: @SeatGeek x @DavidDobrik.
Or are reinvigorating stale ones - see: @charlidamelio x @HollisterCo collab.
9/ But it’s not just about big creators.
A major opportunity lies within the long tail of creators—partnering with emerging creators with sub-250k followers.
As the creator grows in reach and influence, your brand will see added value over time.
A major opportunity lies within the long tail of creators—partnering with emerging creators with sub-250k followers.
As the creator grows in reach and influence, your brand will see added value over time.
10/ Every consumer brand—from new school DTC to established Fortune 500—should be working with creators, not influencers.
The brands that win this decade will be the ones who understand the difference.
The brands that win this decade will be the ones who understand the difference.
