At a recent symposium, leading social media expert Rachel Vandernick discussed the distinction between creators and influencers and how brands can leverage them for audience engagement. Vandernick emphasized the need for brands to understand which role aligns best with their goals.
According to Vandernick, creators typically craft unique and engaging content, fostering a sense of connection and interaction with the audience. Their creative approach leads to deep resonance, promoting brand engagement and fostering long-term relationships.
On the other hand, influencers, seen as aspirational figures, hold considerable sway over their followers’ purchasing decisions. Their popularity rests not only on their lifestyles but also on the genuine connection they form with their fans.
Leveraging creators and influencers in brand engagement
This connection creates a loyal audience, underlining their significance in modern marketing strategies.
Whether a brand chooses a creator or an influencer largely depends on the brand’s objectives and how these individuals are perceived by the target audience. Influencers often provide a wider reach due to their large following, while engaging creators allows for a more authentic connection with the audience.
As Vandernick put it, collaboration with creators enables a brand to market their personality and perspective, while influencers help leverage their lifestyle for brand promotion. These collaborations offer opportunities for a brand to showcase its unique persona and tap into their key demographic.
Understanding the differences between creators and influencers is essential for brands. Vandernick stressed that brands must identify their specific needs and messaging intent and choose according to them. With a clear comprehension of their unique capabilities, brands can optimize their approach and improve their visibility in a crowded marketplace.
