Photo by Anna Nekrashevich

Getting your brand seen by more people is an important goal to have. After all, the more exposure your business has, the more likely you are to bring in new leads and convert new business. But deciding how to make this happen isn’t always easy.

There are a lot of different avenues you can explore to increase your brand visibility. You could launch a new advertising campaign, focus on building your social media presence, or invest in some content marketing initiatives. However, one of the best ways to increase your brand traffic while also building a certain amount of credibility is by establishing the right partnerships.

For many businesses, this leaves them with one of two choices – working with a content creator or an influencer. Both have their pros and cons to consider, but each can be highly effective depending on your business goals.

 

What Exactly is a Content Creator?

As their name suggests, content creators are highly skilled at designing original content. This isn’t just limited to written text, however. It also includes imagery, video production, and audio recordings. 

A content creator can come from a wide range of backgrounds and interests. They could be artists, writers, musicians, teachers, or even hobbyists. 

 

Characteristics of a Content Creator

• Originality – True content creators stick to original work that can’t be easily found in other places online. They focus on introducing new ideas and fresh perspectives into whatever work they’re completing for themselves or on behalf of the brand they work for.

• Passionate About Their Craft – A defining quality of a creator is the passion they have for their craft. Rather than rinsing and repeating what others do, they have put a lot of time and energy into the work they do. Because of the high standards they hold for themselves and what they create, they’re often incredibly hardworking and won’t stop until the job is done.
• Long-Term Monetization – While there are many different ways content creators can monetize their work, this is often not their first focus. Rather than trying to quickly turn around every piece of content they create for remuneration, they often play the long game. Although they may not immediately see an ROI for their efforts, over time, and as their follower counts grow, they can start to see long-term financial benefits for the efforts they put in.

 

What Exactly is an Influencer?

While an influencer can also be referenced as a “creator,” their goals and focus are often much different than those of a content creator. Influencers put a lot of time and effort into increasing their visibility on social media platforms. They do this by creating viral videos or developing a relatable personality, or “brand,” that they can leverage for more views, more shares, and more monetization.

As their name suggests, an “influencer” holds a lot of sway over their audience’s purchasing decisions. Because of the trust they’ve developed with their followers, brands can see incredibly large gains in their engagement rates when partnering with the right individuals.

 

Characteristics of an Influencer

• Personal Branding – What makes most influencers successful is their ability to become relatable and create genuine connections with their audience. This relateability is often what attracts new followers and keeps them returning to hear more personal insights or recommendations.

• Passionate About Growing Their Following – Although the content that influencers create is valuable, many times it’s the passion and engagement that influencers have that makes them so successful. Influencers have a knack for knowing how to grow a follower count on TikTok, Instagram, or other platforms. Tracking metrics is pretty important here, as many influencers will closely track things like engagement rates, comments, shares, and story views. They use this information to help inform the type of content they create, while making sure it’s relevant to current trends.

• Driving Action Through Personality – Influencers often provide high-quality, evergreen content while placing a strong emphasis on storytelling. This type of content allows them to express their personality and authenticity, which is important for creating more trust and reliability in their own personal brand and the brands they advocate for.

For social media marketers, understanding these characteristics is paramount. Choosing the right influencer partner can directly influence crucial metrics such as engagement rates, community growth, and ultimately, return on investment (ROI).

 

Strategies for Choosing the Right Partnership for Your Business

While both content creators and influencers have their own sets of pros and cons, knowing which ones to partner with can still be a challenge. Here are some strategies you can use to help you decide:

 

Understand Your Objectives

It’s important not to jump at the first partnership opportunity that comes your way. First, lay out the objectives you’re hoping to achieve. This might be gaining more website traffic, minimizing your advertising costs, or shortening your lead closure timelines.

Whatever your goals are, once you know them, you’ll be in a better position to choose the individual who best aligns with them.

 

Identify Who Your Target Audience Is

With your company goals in mind, it’s also important that you understand who your audience is and what they respond to. Not all marketing individuals are created equal, and content creators and influencers are no different. The results they can bring to your business will likely depend on what your audience is more likely to engage with.

One way to help you decide is by monitoring your current social media metrics. Try to get a sense of who your audience is – demographics, interests, location, etc. This information will give you a better idea of not just the type of content that’s likely to resonate, but also help you identify the best times of day to post new content or whether or not video personalities are likely to bring you good results.

 

Prioritize Quality Brand Engagement

If you see how top social media marketing agencies prioritize their efforts, they’re typically much more focused on “quality engagements” over maximum visibility. Even if you get more eyes on your brand, you’re likely not to see great results if you’re reaching out to the wrong audience.

Content creators and influencer both have their own community of followers. It’s important to partner with individuals who not only understand your business goals but are a natural fit based on the audience you’re trying to reach. Taking your time to understand these communities and the types of individuals that make them up will mean all the difference when it comes to getting the financial returns you’re hoping for.

 

Pick the Right Partners For Your Business

Choosing the right partnership for your business can make or break your marketing initiatives. The good news is, there are plenty of easy ways you can incorporate influencer relationships into your business development initiatives:

• Influencer Collaboration Example: Sustainable Skincare providers may want to partner with well-known eco-conscious lifestyle influencers to help create engaging content for their brand. They can show their followers how the products can be used day-to-day while also highlighting the natural ingredients they use and their ethical business practices.

• Content Creator Collaboration Example: A small business selling coffee products might want to collaborate with a food blogger. These bloggers can help create in-depth articles on specific coffee types, machines, or recipes, helping to bring in more organic web traffic for the business while giving them more opportunities to close new business.

While it can be exciting to think of the amount of brand exposure a content creator or influencer can provide, taking your time to weigh all of the pros and cons of a partnership is critical.

By following the helpful strategies discussed and considering your business’s short- and long-term goals, you’ll no doubt create profitable partnerships that help your organization grow.

 

Author Bio:

Keith Kakadia, founder and CEO of Sociallyin, has been at the forefront of transforming the social media marketing landscape for over 13 years. From humble beginnings at Mississippi State University to building a world-class agency that serves clients like Samsung, Carnival Cruise Line, and Nikon. Keith has earned a reputation as a trailblazer in leveraging social media to drive brand success. 

Connect with Keith on LinkedIn!