What is A Content Creator and How To Become One
If you’ve ever scrolled through the perfectly curated feed of an influencer, you’ve likely asked yourself the question: “What is a content creator?” You may wonder how they make money off of pretty pictures, if the money is significant, and you may even be wondering how to find content creator jobs of your own.
What is a content creator?
When a company works with a creative mind to help drive their brand strategy forward, they are working with a content creator. In this case, your aesthetic skills — not your audience — are being leveraged by brands (for profit).
Whereas being an influencer requires an audience of magnitude and high engagement, content creators are artists whose audience and reach are essentially irrelevant. The quality of their work is not based on their engagement, but instead on the engagement that their work can bring to another brand.
On Instagram, @jro._ regularly creates content for Reebok, leveraging his photographic talent with Reebok's massive following.
Content creators can be influencers and vice versa, but the two can in fact be mutually exclusive. Perhaps you don’t want to be an influencer or a full-time content creator. Maybe content creation interests you, but not the limelight — and scrutiny — that comes with it. In that case, content creator jobs are worth considering. There are positions at ad agencies and creative firms that hire artistic minds to help drive their visual projects, and there are tons of opportunities to be found while job-searching.
However... if you do want to go it alone and become an influencer, here’s what you need to know.
What is an influencer?
An influencer, simply put, is the medium through which content is delivered. Exposure is the name of the game when it comes to influencer strategies. With businesses at times making $20 for every $1 they spend on influencer marketing, it’s a no-brainer that it’s part of most companies’ marketing mix. Those statistics are both staggering and surprising, but so are the statistics for the influencers themselves.
DJ and influencer @madds sponsored post in collaboration with Sugarbear Hair.
Sure, it may seem like influencers are a dime-a-dozen these days, but only 0.018% of Instagram accounts have over 100,000 followers. At the 100,000 follower threshold, you can really start making money, and online tools can even help influencers determine how much they should charge for posts. As an influencer with 100K followers, it’s possible to make almost $1,000 per sponsored post. Crazy, right?
It’s incredible that influencers nowadays can be more persuasive to consumers than celebrities! Brands are concerned about conversions, and influencers can help them maximize sales. However, all influencers aren’t created equal.
Full-time influencer vs. Micro-influencer
Yes, there is such a thing as a micro-influencer. Micro-influencers may not have millions — or even hundreds of thousands — of followers, but they are trusted voices in their niche and valuable brand advocates. Micro-influencers aren’t any less worthy than full-time influencers. As a micro-influencer, it’s still possible to make a few hundred dollars per sponsored post. That’s nothing to sneeze at. Likewise, partnering with micro-influencers makes influencer marketing more accessible to companies that don’t have deep pockets. It’s a win/win situation.
@mochthecorgi leverage their 11k followers to participate in sponsored pet accessory giveaways.
We’ve already talked about the general threshold to start making money as an influencer, but $1,000 per post is just the tip of the iceberg. There are influencers and thought leaders who make over $25,000 for a single Instagram post!
Micro-influencers may eventually hit the point of becoming a full-time influencer, but sometimes their niche is too specific — or they simply have no interest in taking their social media presence to such an overwhelming level. There is room for everyone to grow and succeed at their own pace, and influencers at all levels have the potential to work with brands in their industry.
While people can be both influencers and content creators, it’s totally possible to be one or the other. By narrowing down what your career goals are — or even just the goals of your passion project — you can better decide in which direction to steer your creative and strategic mind.