Content Creator vs. Influencer: Which Digital Path Fits You Best?

To some, becoming a content creator or influencer means weekly PR hauls, luxury lifestyle vlogging and tropical getaways paid for by brands. But “content creator” and “influencer” are two distinct roles that require different lifestyles, work-life balance and day-to-day tasks. 

While the two terms are often interchanged, understanding the difference between content creators and influencers will help you better determine which position might be best for you. Depending on your skills, career aspirations and previous experience in social media roles or other digital careers, you also might be better suited for one role over the other. 

Defining Content Creators and Influencers

A content creator makes and publishes written, visual and audio content like videos, blogs, photos, artwork and podcasts. Content creators can work as freelancers with a variety of clients or can be employed by a company. They are often paid in exchange for the content they create. 

An influencer also makes and publishes written, visual and audio content, but they have a large and engaged audience interested in their unique point of view. They typically have a certain reputation, knowledge or point of view that helps differentiate their content from other content.  

The main difference between the content creator definition and influencer definition is that influencers use their content to build community. They often generate revenue off of the views their audience gives them as well as through brand collaborations, influencer marketing campaigns, and paid subscriptions. 

A content creator is more focused on digital content production itself and generates revenue by selling their content to brands, accumulating ad revenue and working for brands directly. Some creators work as both content creators and influencers. 

Essential Skills and Responsibilities

The primary responsibilities and skills needed to be a content creator differ slightly from those needed to be an influencer. 

Imagine you sell shoes. You can either make money by selling your shoes to a bigger store who will then sell them to their customers or you have to figure out a way to get customers to buy the shoes directly from you. Usually selling directly to your consumer means creating an engaging brand, value proposition and a community of devoted customers.   

The content creator is the shoe maker who sells their shoes to a bigger store. They make high-quality content and then they network with brands who either want to buy their content or pay them to make content for them. 

The influencer is the shoe maker who wants their customers to buy their shoes directly from them. They not only make high-quality content but they also have to build a content strategy, cultivate audience engagement and differentiate themselves from other influencers in order to get people to come to them directly for content. 

Both content creators and influencers need creative skills, content creation skills and general marketing skills, but other specific skills will vary. A YouTube influencer will need to cultivate trust and devotion towards their specific channel, understand community building and management and use data tracking and analysis. A video creator who creates videos for other brands to post on YouTube will need to have in-depth knowledge about their video subject, high-quality technical skills and a strong understanding of storytelling and content pacing.

Monetization Opportunities

Both influencers and content creators can make money through ad revenue and partnerships. Influencers are more likely to make money through sponsored content, influencer partnerships, affiliate marketing, influencer marketing campaigns, sales from their own product, fan funding like Patreon and paid subscriptions. 

Content creators are more likely to make money through user-generated content, contract work with brands and by selling their content. Some companies employ content creators full-time to produce audio, visual and written content for their brands. This is one of the most stable monetization strategies in the world of influencers and content creators. You’ll have a full-time contract and employee benefits.

Working as a freelance content creator, you’ll have more freedom with your time and have the potential to make more than when working full-time for a company. But you’ll also have less stability with your income and workload and you’ll be in charge of all client management and acquisition. 

As an influencer, you have the opportunity to make a lot of money if you have a big enough audience. Brands will pay big bucks if they know your content will bring them hundreds of thousands of views. Though, like a content creator, you’ll have to deal with slower months, the constant need to perform and nurture your audience and a dependence on the algorithm to work in your favor. 

Choosing Your Path: Factors to Consider

Now that you know the main differences between content creators and influencers, it’s time for you to decide which might be the best fit for you. Open your notebook and write down a list of your personal interests, desired lifestyle and long-term career goals. See how these align with the content creator and influencer roles. 

Career guidance from professionals can also be helpful. Consider reaching out to smaller influencers or content creators for advice on how to succeed in the industry. Being authentic and passionate about your field is the key to sustaining a successful digital career but remember that everyone’s path there is different.  

Someone with really strong personal branding might easily succeed as an influencer. A videographer by trade might have more success at first as a content creator but it doesn’t mean their paths won’t change later on. Long-term career planning often means being open to changes as they come. 

Start Your Journey to Content Creation with Skillshare

The biggest difference between influencers and content creators is that influencers have cultivated a community around their specific genre and style of content. While they both create high-quality and engaging digital content, influencers monetize their content largely because of their audience.  

Over the next few weeks, try reaching out to other people in the digital content creation community and learning through platforms like Skillshare to enhance skills like videography, marketing and brand building. The more research and networking you do, the better you’ll be able to find the right role for your skills and ambitions.

Written By

Calli Zarpas

Producer & Writer by occupation. Ceramicist & Newsletter Editor by avocation.

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