The shift from Influencer to Creator: what does this mean?

Ask anyone who they consider to be an influencer or a creator and the answer is bound to be different. Here’s what’s adding to the confusion: brands are still on the fence about whether to call someone an influencer or creator. 

In fact, what one brand might consider an influencer or a creator might not be by the same definitions of another brand—or the individual themselves–which seems to add to the confusion even more. 

The influencer has long been a staple of the social media landscape. Check out any lifestyle hashtag and you’ll scroll through endless accounts of women wearing sponsored clothing, advertising wellness supplements, or promoting a meal-sharing company. 

It wasn’t long ago when influencers were considered celebrities of the social media world. Or maybe just celebrities in general? But, as it turns out, the term influencer isn’t as desired as it once was. 

Increasingly, those with a social following (and a focus on growing their platform) now prefer to be viewed as creators rather than influencers.

Why?

Some creators feel that the term ‘influencer’ has a negative connotation. 

This Atlantic piece by Taylor Lorenz, The Real Difference Between Creators and Influencers, explores the differences between the two and—perhaps more importantly—why they’ve been set apart.

Lorenz takes us back to 2011 when the term creator started to hit the social vernacular.  

And while no one really knows where the term came from exactly, there’s a general consensus it started with bloggers and them being referred to as content creators. It’s also important to note that around this time, the phrase ‘content’ was used very broadly–from drafting up blog posts to uploading an #OOTD on Instagram.