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The Widening Gap Between Influencers and Creators

The two terms are used interchangeably to describe those who make a living sharing content online. But doing so may ignore the fact that having sway is often the key to success in the sector.
Creators and influencers are both valuable to brands, but bring different skill sets to the table.
Creators and influencers are both valuable to brands, but bring different skill sets to the table. (Courtesy )
By
BoF PROFESSIONAL

Daus Mendoza is a successful influencer by any definition, with over 5 million followers on TikTok. But he admitted that for a long time, the thought of referring to himself by the term was “just so icky,” preferring the more neutral-sounding “creator.”

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Further Reading

Why Influencers Want You in Their Group Chats

Instagram’s broadcast channel feature is becoming a favourite for online creators and brand founders as a place to seek feedback and share a more unvarnished look at their lives. It’s also proving to be a powerful marketing tool.

The Fight for Influencer Marketing Dollars Heats Up

ShopMy, a four-year-old influencer monetisation platform, has attracted over 50,000 creators, making inroads in a space long ruled by incumbent player LTK. Tensions rose to new heights this week after LTK sued ShopMy for false advertising.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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