Creators are Different Than Influencers

We help brands tap into the power of independent content creators. But I get asked about "influencers" all the time. So here is my attempt to distinguish the two:

Content creators are professional writers, photographers, filmmakers, and podcasters.

Influencers are professional social media personalities.

Creators make and publish stories.

Influencers make and publish ‘posts’.

Creators are subject-matter experts in their field of passion.

Influencers are subject-matter experts in social media.

Creators make original content.

Influencers mix their content with content they don’t own.

Creators have a point-of-view and a devoted audience.

Influencers have followers.

Creators' audiences engage with their content wherever it lives.

Influencers' followers engage with them on social media.

Creators do not make branded content.

Influencers make their living through branded content.

Creators are paid for telling authentic stories.

Influencers are paid for product placements and endorsements.

If you are famous or you work for a national media property, then you have transcended these distinctions.

*Props creator Patrick Kolts shot by Jorge Quinteros

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Joseph Perello is the founder and chief executive officer of Props. Previously, he was the first CMO of the City of New York, appointed by Mayor Mike Bloomberg; Vice President of the New York Yankees; and founder of a digital agency in NYC. He serves on the boards of New York Cruise Lines, owner of the 75-year old Circle Line; and Princeton Academy of the Sacred Heart, a school for young men in Princeton, New Jersey.

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