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Why Content Creators Are More Than Influencers

Content creators are much more than influencers, they're producers, directors, marketeers, growth hackers, editors, performers, experts, artists, athletes, and creative content specialists.
Setting up Social Talent earlier this year, we had a lot of thoughts about the best way to work with content creators, but a big problem with the word "Influence" and "Influencers".
You see its not that we don't think content creators can be influential, we just believe that content creators have a lot more value than a klout influence score. The term influencer marketing is something brands and businesses are familiar with and there are already plenty of agencies that offer this service around the world. The problem with the term is it already puts in a box, the outcome.
When you think about influence you think about making someone think or do something because of the persons content.
The actual dictionary term for influence is:
1. (Noun) The ​power to have an ​effect on ​people or things, or a ​person.
2. (Verb) to ​affect or change how someone or something ​develops, ​behaves, or ​thinks.
Now whilst content creators do this naturally with the content they create and the audience they develop - there are a lot more objectives that clients come to us to help with. Influence is a KPI that we look at very closely, but measurement of how campaigns affected peoples influence can really only be judged on the online activity thats created. A click, a share, a like - can that really show true influence?
Why are we so caught up on the word influence anyway? Well when you look at the range of problems clients come to us with, we understand that content creators are much more than influencers, they're producers, directors, marketeers, growth hackers, editors, performers, experts, specialists that have learnt (through continual trial and error) the art of transferring their passion into online content experiences. Influence may indeed be one of the outputs of these content creators, but its a long road with a lot of skills picked up along the way, thats why we call them artists.
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