Episode 474: Influencers vs. Content Creators

This podcast episode distinguishes between content creators and influencers, arguing they serve different marketing functions. The host, Fiona Killackey, explains that content creators prioritize high-quality content production, while influencers focus on building and leveraging audience relationships. She provides examples of how both can be used in a business's marketing strategy, such as a sustainable plant company using a botanist for educational videos (content creator) and a home decor influencer to showcase the plants (influencer). The episode concludes by advising listeners to consider their budget and marketing goals when choosing between content creators and influencers, emphasizing the importance of aligning with brand values and defining clear success metrics. The influencer marketing industry is estimated to be worth $24.1 billion USD in 2024.