So, let’s break it down. Creators make stuff—art, videos, music, blogs, and communities. We create the content that resonates with our audiences. On the other hand, influencers are people who have the ability to sway purchasing decisions—people who can inspire their followers to act.

But here's where it gets interesting: All influencers are creators, but not all creators are influencers. And understanding this subtle difference can help brands (and creators) build much more effective partnerships.

In this post, I’ll walk you through the distinction between creators and influencers, why it matters, and how understanding these roles can change the way brands work with us, the content creators.

The Creator vs. Influencer Debate: More Than Just Labels

At its core, the term “creator” refers to anyone who produces content. We’re the ones coming up with the ideas, making the art, writing the blog posts, creating the videos, and engaging with the communities. We aren’t necessarily pushing a specific product or service—we’re just creating. For example, YouTubers like Marques Brownlee (MKBHD) focus on tech reviews and creating high-quality content, but he doesn’t directly push any brand in his content unless it’s a paid partnership.

Now, the term “influencer” generally refers to people who have a substantial following and the ability to influence their audience’s decisions—usually purchasing decisions. Influencers often have strong personal brands and are able to drive sales or conversions. They create content too, but with a clear, transactional purpose: getting people to act.

An influencer like Chiara Ferragni may post a picture of herself in a new pair of shoes and effortlessly influence her followers to check out that same brand. There’s a direct connection between her content and her audience’s actions, particularly when it comes to making purchases.

This is where the overlap happens—both creators and influencers create content. But not all content creators are focused on driving consumer behavior. Some creators, like photographers or artists, might have huge followings but aren't necessarily interested in influencing purchase decisions. They’re in it for the art, the process, and the community.

So, while an influencer might focus on encouraging followers to make a purchase, a creator’s role is typically broader—it's about community building, telling stories, and entertaining. Creators may not always directly influence purchasing, but they create the content that brands often want to share, amplify, and associate with their products.

Why Understanding This Difference Matters

If you’re a content creator, you might wonder, “Why should I care about whether I’m called an influencer or a creator?” The answer is simple: how you’re positioned can change the way a brand works with you, what they expect from you, and how they compensate you. Let’s break this down:

1. Expectations for Creators vs. Influencers
   Creators, especially those without a direct influence on purchasing, are often sought for their ability to create high-quality content that resonates with an audience. Brands hire creators to build brand awareness, create buzz, and engage communities. For instance, NikkieTutorials may not always push products directly, but her tutorials and makeup reviews are highly influential in the beauty space—making her a creator who also happens to be an influencer by default.
   
   On the other hand, influencers are typically hired for their ability to drive sales and influence purchasing behavior. They’re measured by conversion rates—how many people use their codes, click their affiliate links, or make a purchase based on their recommendations. Brands partner with influencers for one main goal: to move product off shelves. For example, James Charles has built an empire by creating beauty tutorials that push products to his millions of followers—his content is about more than just entertainment; it's about conversion.
   
   
   

2. Budgeting and Compensation
   If you’re a creator, it’s essential to understand how brands budget differently for creator partnerships versus influencer partnerships. Creators who don’t directly drive purchasing decisions may be offered a smaller budget compared to influencers who can guarantee sales. But don’t sell yourself short. Creators with strong followings can still command impressive fees, especially if their content brings something unique to the brand. Quality content that aligns with a brand’s values is priceless—so even if you’re not immediately driving purchases, your work is valuable.
   
   On the flip side, influencers with a proven track record of sales and high ROI can expect a larger budget. Their compensation is often tied to performance-based metrics—such as conversion rates or affiliate commissions.
   
   It's crucial for creators to advocate for themselves by emphasizing the value of their content, not just the immediate sales results. If you’ve built a strong, engaged community and your content consistently resonates, you’re already providing value that goes beyond just moving product.
   
   
   

3. Content Strategy
   As a content creator, your approach to content creation should align with the type of brand you want to work with. If you’re primarily focused on building community and awareness, you’ll want to partner with brands that prioritize these objectives. Creators are often brought in to create authentic, original content that tells a story and connects with an audience on a deeper level.
   
   On the other hand, if you’re an influencer who focuses on driving sales (through affiliate links, discount codes, or product mentions), your content should be optimized to encourage purchasing behavior. Brands who work with influencers expect you to include clear calls-to-action, affiliate links, and product tags in your content. This is why influencers may post more frequently about products they’re being paid to promote.
   
   Creators who aren’t heavily invested in influencing consumer behavior may focus more on aesthetic or storytelling—such as producing beautiful photos, creating tutorials, or discussing their passions. These content creators may not always be directly pushing sales but are instead aligning their personal brand with products that reflect their values.
   
   
   

4. Long-Term Relationships vs. Transactional Deals
   Creators tend to build long-term relationships with brands. When you’re working with brands as a creator, it’s often about a partnership—the brand wants to collaborate with you to craft something special that aligns with your style and values. In this case, the focus is usually on brand awareness rather than sales.
   
   For influencers, partnerships are often more transactional—the deal is tied to specific performance metrics like click-through rates, conversion rates, and ROI. Influencers who have the ability to drive significant sales can form long-term partnerships too, but these are often performance-based deals with clear benchmarks.
   
   
   

Why Both Creators and Influencers Are Important for Brands

So, why does this distinction even matter to brands? Quite simply, brands need both creators and influencers to build a well-rounded marketing strategy.

1. Creators are great for building brand awareness, creating community engagement, and storytelling. They help to position your brand as part of an ongoing conversation in a way that feels authentic and valuable. They’re the artists, the innovators, the trendsetters. Their content helps establish the tone and identity of your brand.
   
   
   

2. Influencers are key when the goal is sales conversion. They use their established influence and relationship with their audience to move products. Their recommendations drive direct consumer actions—whether it’s purchasing a product, clicking a link, or sharing a code.
   
   
   

Both have a place in the mix, and the smartest brands know how to leverage both effectively. By collaborating with both types of content creators, brands can cover both the awareness-building phase and the sales-driving phase of their marketing strategies.

In Conclusion: Creators and Influencers Play Different Roles, But Both Are Crucial

As a content creator, understanding your role and clearly communicating it to brands is essential for building successful partnerships. Whether you see yourself as a creator, an influencer, or a bit of both, it's important to understand how your content fits into a larger marketing strategy.

Brands, take note: If you want to build long-term value, consider both creators and influencers in your campaigns. Creators bring an artistic touch, build communities, and generate buzz. Influencers drive conversions and push people to act. The best brands know how to integrate both into their marketing efforts to build meaningful, long-lasting relationships with their audiences.

By recognizing the unique strengths that creators and influencers bring to the table, we can all work together to create content that resonates, converts, and makes an impact.