It’s pretty common to now see the term “influencer” and “content creator” used interchangeably. The real question is – are they the same thing, or are they not?

There actually are some critical differences between the two roles. In this blog post, we’ll delve into the distinction between social media influencers and creators, and share AdParlor’s perspective on working with both.

Defining Social Media Influencers and Content Creators:

Let’s start by understanding the core definitions of these two terms. Social media influencers are individuals who hold the power to sway the purchasing decisions of their followers through their expertise, credibility, and reach in a specific niche. They often collaborate with brands to promote products or services through sponsored content. 

On the other hand, content creators are individuals who actively create, produce, and share original content that reflects their creativity and expertise in a particular field. They attract followers based on the quality and/or value of their content.

Examples of Influencers vs Content Creators

Kim Kardashian is an influencer, but she is not a content creator. Kim may have the ability to influence an audience (e.g. her KKW Beauty makeup line), but she does not create her own content. She has an entire team of people that create her content through polished photography and videography which is posted on social media. 

An example of a content creator who is not influential, is someone who spends their time creating content, but has not developed a large or loyal following of people. There are many social media creators, photographers, and videographers who spend their time creating and producing their own content, but do not leverage their respective platforms to influence an audience. Mr. Beast is an example of someone who is both a content creator and an influencer. He has amassed a huge YouTube following due the content he produces, and due to his consistent efforts, he has created a large and loyal fanbase he has built over the years, he has also become highly influential. He was even named one of the most influential people by Time Magazine.

Collaborating with Influencers:

When working with influencers, it’s important to select the right individuals who align with the brand’s values and target audience. By harnessing influencers’ reach and influence, brands can tap into new audiences, generate awareness, and encourage action. The ability of influencers to authentically communicate brand messages and recommendations can significantly impact the success of marketing campaigns.

Engaging with Content Creators:

Engaging with content creators allows brands to tap into a pool of talented individuals who have amassed their following based on their creativity and unique content. AdParlor places great emphasis on fostering long-term relationships with content creators, encouraging them to produce compelling and authentic content that aligns with the brand’s objectives. Content creators’ ability to consistently create engaging content can fuel deeper brand engagement and cultivate a loyal community of followers.

AdParlor’s POV:

At AdParlor, we recognize and value the importance of both influencers and content creators. Influencers bring invaluable reach and credibility, leveraging their influence to amplify brand messages and engage with their followers. Content creators offer authentic and relatable content that resonates deeply with their audience, fostering genuine connections and trust. Whether you should work with influencers and/or content creators ultimately depends on your goals, but generally, most successful social media strategies encompass a thoughtful fusion of influencer collaborations and content creator partnerships.


Understanding the distinction between social media influencers and content creators is crucial for brands seeking to maximize their social media marketing efforts. While influencers possess the power of influence and reach, many content creators bring a blend of creativity and authenticity to the table. Both play vital roles in connecting brands with their target audience and driving engagement. At AdParlor, we appreciate the collaborative efforts of influencers and content creators, leveraging their strengths to craft impactful and effective social media campaigns.

Whether you’re looking to collaborate with influencers or engage with content creators, AdParlor is here to guide you through the ever-evolving world of social media marketing. Reach out to us today to explore how our expertise can elevate your brand’s presence and foster meaningful engagement on social media platforms.

About AdParlor

AdParlor, an agency established in 2008 and now a division of Fluent (NASDAQ: FLNT), is a leading provider of data-driven digital media strategy and execution that unlocks explosive growth for world-class and disruptive brands.  Through our GrowthFuel framework we offer proprietary performance marketing solutions that have scaled our clients’ programs profitably, with our clients’ success being our sole agenda.  Our custom technology solves problems related to creative insights, creative production, real time cross-platform reporting and more.  Brands choose AdParlor because our unmatched expertise in ecommerce digital media delivers impactful full-funnel performance campaigns for profitable growth.