So, which term carries more weight?

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During your daily social media scroll, you’ve likely come across an article where the subject of the headline was labeled as an influencer. The more years pass by, the more the name becomes less interchangeable with “brand spokesperson,” and more associated with “person who had a brief moment of notoriety.” If nearly anyone can be an influencer, does the word really carry any weight?

Content creator — that sounds a bit more dignified, doesn’t it? Conduct a search on Google or X/Twitter of the term and you’ll be hard-pressed to find any articles or mentions of people taking hard stances on the use of the word.


On social media platforms, the term “creator” is often taiwan telegram data linked to innovation and excitement. Exciting indeed, as 39% of consumers reported watching more creator-produced content compared to traditional media. Creators hone in on trends and drive engagement through relatable and authentic storytelling, making them appealing to audiences and brands.

In contrast, influencers may be viewed as part of a more commercialized approach to social media, where brand partnerships can overshadow personal creativity.

While both “creator” and “influencer” play important roles in the marketing landscape, the term “creator” is emerging as the more powerful label, particularly in professional settings and on social media platforms where authenticity and engagement are paramount. As these perceptions continue to evolve, brands and marketers will need to adapt their strategies to leverage the strengths of both creators and influencers effectively.

The shift in identity
When’s the last time you heard someone refer to themselves as a secretary? After hundreds of years, the name of the position has widely been phased out and replaced with executive assistant due to the fact that the job title felt limited and outdated.

The same can be said about the title of influencer. Fast forward to 2024 and individuals often prefer to be designated as a creator, thought leader, or even a subject matter expert.