The term influencer is so tainted that even influencers avoid using it, opting to refer to themselves as ‘content creators’ instead. The role of influencers goes beyond just creating content — they shape trends, opinions, and purchasing decisions.
Yet the negative stigma attached to the title often overlooks the real impact influencers have on shaping modern consumer behaviour. Given that one in four young Americans aspire to become influencers, the contested discourse around this title warrants deeper exploration.
The rise of influencer marketing can be traced back to the 2000s, gaining explosive popularity as social media platforms emerged. From humble beginnings, the exponential growth of social media platforms turned bloggers into vloggers. Today, influencers can earn millions from a single post, attracting a new generation eager to pursue this aspirational success.
The use of influential figures as a marketing tool is not a novel concept. It has existed throughout history, from ancient royalty endorsing products, to modern-day celebrities promoting brands. However, social media has redefined this strategy, giving rise to what we now commonly refer to as ‘influencers’. Influencers leverage platforms like Instagram, TikTok, and YouTube to build communities, engage with followers, and, ultimately, influence consumer behaviour.
In influencer marketing, the real value lies in the ability to genuinely engage with an audience. The influencer and follower relationship is one that cultivates more trust over a longer period of time, whereby followers become engrossed in the influencer’s life. Therefore, audiences are more likely to take their advice and recommendations, in comparison to the brand themselves, as the para-social relationship of influencer and follower emulates that of a friendship.
Popular influencer, Emma Chamberlain, exemplifies this relationship with her YouTube subscribers, some engrossed in her life since she began posting videos in high school. They feel like they have grown up with Emma, with hundreds of comments across her videos labelling her their ‘comfort person’. When followers perceive influencers as authentic and trustworthy, they are more likely to engage with their content and take their recommendations.
By leveraging their personal stories and experiences, influencers create a narrative that resonates with their followers on an emotional level, further solidifying their role as trusted voices in the digital world. Alix Earle, a popular TikTok personality, has garnered over one billion likes on the platform by offering an unfiltered, behind-the-scenes glimpse into her life. Whether sharing personal anecdotes, unfolding drama, or simply showcasing her daily makeup routine, Earle has captivated a global audience, with users tuning in to get a closer look at her everyday experiences. This transforms followers into active participants in the influencer’s narrative, developing trust, and amplifying the impact of their endorsements.
Unlike traditional advertising, which often feels impersonal, influencer marketing thrives on personal narratives and shared experiences, fostering a sense of community, where followers feel seen and valued. The strength of an influencer’s impact stems from the relationships they build with their audience.
A staggering 92% of social media users trust influencers more than traditional marketing, highlighting the importance of authenticity in audience engagement. Influencers create content that resonates deeply, establishing lasting relationships with their audience and driving brand loyalty through their trusted voices.
Every day, 14 billion images are shared on social media, showcasing the vast range of perspectives and creativity that individuals bring to the online space. The internet has democratised content creation, empowering anyone with internet access to share their voice and ideas — everyone can be a creator.
That is the distinction between content creators and influencers. While both produce content, not all creators cultivate devoted followings. Many focus on niche topics or share content for personal enjoyment rather than brand-building. This nuanced difference emphasises that while anyone can contribute to the conversation, not everyone has the direct power to influence an audience. There can also be a natural progression whereby creators evolve into influencers as their content gains traction and they build a dedicated, engaged audience.
As consumers become increasingly digitally savvy, brands need to show up in their world. Influencers and creators seamlessly integrate brands into daily online experiences, capturing attention in ways that feel genuine and resonate with modern audiences effectively, and sometimes subconsciously.
Both content creators and influencers serve essential roles in driving consumer behaviour, but the means by which they achieve this differ. Influencers build trust through long-term relationships that elevate their status and authenticity, while content creators foster trust through social proximity to viewers.
The term ‘content creator’ doesn’t give influencers enough credit. It overlooks the profound impact influencers have on their followers. They are not just individuals producing content, they possess a unique power to shape perceptions and inspire action among their audience.
Content creators create content. Influencers have influential power through their content.
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