At what point does a creator become an influencer?
Calling yourself a content creator is becoming increasingly common, with a 2022 survey suggesting that 30% of American adults identified as content creators. Far fewer would probably describe themselves as influencers. So, at what point does creating content become something more influential? In this post, we explore the difference between the two and ask whether there is really a point where a creator becomes an influencer.
At what point does a creator become an influencer?
If you’re reading this, chances are you already call yourself a content creator. You make videos, post regularly, have built an audience and perhaps maybe even earn some money from your content. But at what point can you consider yourself an influencer? Is there a tipping point where influencer status kicks in?
Well, in reality, there is no obvious milestone. You don’t suddenly become an influencer when you reach 10,000 followers or land your first brand deal. In fact, the distinction between the two definitions may not be as clear as you think.
Creator or influencer?
So let’s first define the two terms. At its simplest, a creator is someone who creates content to be viewed by an audience. An influencer on the other hand is someone whose content, opinions or recommendations can have an influential effect on that audience.
The problem is these definitions clearly overlap. There are varying degrees of influence and of course, just because you’re an influencer, doesn’t mean you are no longer a content creator.
As a creator, it’s lightly you influence your audience already to a certain degree. You might introduce them to a new hobby, persuade them to try something, inspire them to visit somewhere or simply change their mind about a particular subject.
And while technically you have an influence, this doesn’t mean you can suddenly start calling yourself an influencer.
So, to summarise the public perception of the two terms, being a creator describes what you do. Being an influencer is more about having a significant effect on a substantial audience.
Is follower count the determining factor?
If you’re aspiring to become a successful influencer, it’s tempting to think there’s a magic number that will automatically qualify you.
Maybe it’s 10,000 followers. Perhaps 50,000. Or maybe you aren’t a “real” influencer until you have over 100,000 followers.
But follower count is only an indication of how many people may potentially see your content. It doesn’t tell you anything about the influence you have over them. And, of course, different types of creators will have differing levels of impact on their audiences.
Imagine a creator with 200,000 followers who makes comedy sketches that people enjoy watching for entertainment. Now compare their commercial value with a specialist tech reviewer with only 10,000 followers. Because audiences are tuning into the tech reviewer for equipment recommendations and information this actually makes him a more valuable influencer for certain companies. This is because they have earned the audiences trust and will have considerably more influence over their purchasing decisions.
If becoming an influencer is your ambition, growing your audience is useful, but building trust and respect within that audience may be even more important.
When do you become an influencer?
As previously alluded to, there is no badge to say you have achieved influencer status. You’re the best person to judge what influence you have over your audiences decision making. Look out for signs that viewers are receptive to what you’re saying. If you notice examples in the comments of people acting on your advice then this is an indication you are well on your way.
Perhaps you recommend a piece of software and people buy it. Maybe you demonstrate a unique skill or technique and your followers try it out for themselves. These are all forms of influence.
Importantly, influence is not about deliberately manipulate people’s choices. It should develop naturally when you earn peoples trust within a particular niche or subject. In fact, influencers can damage their reputations when they start to promote products or services that they do not truly believe in, just for the money.
So, while you do need to have some kind of meaningful following in order for companies to take notice, creators with a smaller, highly engaged audience can still be incredibly valuable and influential.
Levels of influencer
Once you start thinking about influence rather than simply follower counts, it’s useful to understand the commonly used categories of influencer. These aren’t official stages that you have to progress through, but they can provide a rough indication of audience size and reach.
- Nano-influencers: 1,000–10,000 followers, typically with a highly engaged audience within a specific niche.
- Micro-influencers: 10,000–100,000 followers, often with a dedicated and established community.
- Macro-influencers: 100,000–1 million followers, with a much broader reach and often a growing public profile.
- Mega-influencers: More than 1 million followers, generally including major internet personalities and celebrities.
These categories can help brands understand the scale of a potential collaboration, but they don’t necessarily tell you how influential someone actually is. As already discussed, a smaller creator with a highly engaged audience can still have considerable influence within their niche and therefore offer great value.
Capitalising on your influence
If you’re unsure whether you’ve reached influencer status, there is a fairly simple way to test the waters. Think about the products, tools or services you already use and identify the companies providing them. Craft a short email to these companies, introducing yourself with a link to your channel or profile. Highlight how engaged your audience is and, if possible, point them towards a post that has received particularly positive feedback. Explain why you like their product and why you think it would appeal to your audience too. Keep the email concise, though.
To start with, it’s probably best to target smaller companies, as they may be more willing to work with less established creators. A shrewd company may even spot creators who are on the rise. Brands looking to work with high-profile influencers quickly discover that significant influence comes at a price. The business of influencing is just that… a business. It can often be far more economical to collaborate with several smaller influencers who have genuine sway with their audiences than to try and pursue the biggest names in a particular field.
Benefits of influencer marketing
So, if you’re successful in your approach, what might you actually be offered as a potential influencer? If you’re approaching digital product providers, it may cost them very little to give you free access to their product, as there are no physical products or postage to account for. In return they will probably expect you to mention their products in your content or maybe offer some valuable feedback.
Many companies also offer affiliate schemes. These influencer-focused programmes provide a way to promote products while creating a benefit for both the influencer and their audience. A company will typically provide a unique discount code or link that you can share with your followers. When someone uses your code to make a purchase, they receive a discount while you earn a percentage of the sale. Everyone benefits: the influencer gains a potential passive income stream, the customer gets a better deal, and the company gains exposure and promotion.
Remember, it’s always advisable to follow and interact with companies that fit your niche before you start contacting them. Also, make a habit of following relevant brands and engaging with their posts. Some have marketing teams actively looking for creators to work with, and their social media teams may be monitoring the comments. A genuine interaction can sometimes be the start of a conversation that eventually leads to a collaboration.
Creator or influencer: Is there really a difference?
You can be a creator without actively trying to influence anyone. Your priorities might simply be to entertain, educate, share your passions or express your opinions. But once you put your content in front of an audience, you no longer have complete control over how it is interpreted or what people take from it. Every viewer is different, and your content may influence or inspire people in ways you never intended.
As your audience grows, so does the potential impact of your content. Popularity brings visibility, and visibility can bring influence. Some creators may therefore find themselves slipping into the influencer bracket simply because they have built a large and engaged following.
So, can you be both? Absolutely. In fact, if becoming an influencer is your ambition, being a good creator is where it starts. Create content that people genuinely want to watch. Be consistent, build trust, develop your knowledge and give your audience a reason to keep listening to you.
And if you do become a successful influencer this can bring its own unique challenges. Once brands start taking notice, it can be tempting to turn every opportunity into a commercial one. Don’t let your content become a constant stream of sponsored posts and product promotions. If your audience stops seeing you as a creator they trust and starts seeing you as a walking, talking billboard, that relationship can quickly change.
Ultimately, there probably isn’t a specific point where a creator becomes an influencer. There is no follower count, sponsorship deal or subscriber milestone that officially marks the transition. Influence develops gradually, as your audience begins to trust you enough for your opinions, recommendations and actions to carry genuine weight.
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