Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, EMARKETER forecasts. Despite its growth, influencer marketing has maintained a core communication issue—no one knows what to call the people who are doing the work.
The difference between the terms “influencer” and “creator” has long been a point of contention in the industry, and EMARKETER differentiates the terms by their goals. While creators develop content with the goal of building an audience and monetizing, influencers are more focused on swaying brand preferences and buying decisions. There isn’t always a clear line, however, as the people building careers on social media often do both.
Using the terms interchangeably can cause confusion and misaligned expectations, both within marketing teams and when working with talent, said Annelise Campbell, CEO and founder of influencer marketing agency CFG.
“If brands had a better grasp on the difference, they could write stronger briefs, build better campaigns, and get better results,” she said. “It would also help creators and influencers find the right opportunities instead of being lumped into the same category when their strengths are actually unique.”
Influencer marketing meets entertainment
When the industry was defined by product endorsements in social media feeds, an “influencer” described someone who was influencing purchasing decisions. But now, as creators on platforms like YouTube compete with streamers like Netflix and Max for consumer attention, marketers believe that the term "influencer" could be limiting.
Brands and agencies should shift their thinking to understand the scope of a partner’s value, said HYDP founder and CEO Thomas Markland. He added that “these individuals are no longer one-dimensional digital transactors. They are mini media empires.”
“Consumers view these individuals as alternatives to other forms of media, as do the creators themselves,” he said, stressing that using the term “creator” honors the scope of their impact.
Creating partnership alignment
Some influencers evolve into creators over time, seeking stability through new income streams like licensing custom content, said influencer marketing consultant Georgina Whalen.
“I see creators as artists and storytellers,” said. ”Influencers may have that audience connection, but they are focused on trust and word-of-mouth.”
The confusion can also “harm the relationship because of mismatched expectations,” said Whalen. 62% of creators say they prefer long-term partnerships over any other type of campaign, according to Aspire, and having clear communication from the beginning of the partnership can set creators and influencers up for sustainable success.
“Both are valuable, but they bring different things to the table, and understanding that can lead to much smarter partnerships,” said Campbell.
This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.