Content creator is a professional dedicated to producing content on the Internet, whether in text, video, image or audio format. To learn more about this profession, read this text to the end!
Surely you have ever seen one of those bloggers who travels the world and publishes advice on the best destinations on her blog; to pastry chefs who create videos to teach delicious recipes on YouTube; or financial experts giving investment advice on their podcast.
These are all examples of content creators educating or entertaining their online audience by sharing what is best about them: their knowledge and talents!
But why is this profession on the rise today? In this post, we are going to explain why content creators have become the favorites of brands to promote their products and how you can take advantage of this profession.
Shall we start?
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What is a content creator?
As we have mentioned before, the content creator is the person who is dedicated to creating content on the Internet to help or entertain their audience. But how did this activity become a lucrative profession?
Here’s a brief look at how content creators came to be.
How did the first content creators start?
If you have been an Internet user for a long time or have been working with digital marketing, you should remember platforms like Fotolog, MySpace or Blogspot. It is in these spaces that we have seen the first traces of what we understand today as content creators.
Ordinary people published photos and texts about their day to day. Some attracted more attention than others and ended up attracting followers from different places.
The professionalization of the content creator
Over time, the platforms have evolved and along with them the people who use them as a work environment and who have been able to identify what users want and the ways to reach them so that they consume their content.
The expansion of Internet access and the emergence of platforms such as YouTube, Facebook and Instagram have been fundamental in the process of professionalizing content creators.
It is not now that brands join with people with online relevance to bring their products to more people. However, the professionalization of this type of service has certainly reached unprecedented levels.
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What are the trends for content creators?
Precisely because of this professionalization, the demands of both parties — brands and content creators — have grown significantly.
On the one hand, people with legions of followers saw a great opportunity to generate income from these numbers. On the other, the brands began to charge more careful deliveries to justify their high investments.
For this reason, the idea of influencing for the sake of influencing has begun to make less and less sense. What we see instead is the growth of the idea of co-creation. Bringing together brands and creators should be truly organic and make sense to the content creator’s audience.
The vast majority of these people gain notoriety and relevance through the creation of spontaneous content. Therefore, the public is easily aware when a content creator is disclosing something that they would rarely consume. This can be detrimental to both the brand and the creator.
Differences between content creators and influencers
Content creator, influencer, blogger: You may have already wondered if there are differences between these terms. And the answer is yes, there are!
In general, every content creator is an influencer — or has the potential to be —, but not every influencer is a content creator. are you confused?
Don’t worry! Keep reading as we are going to explain some of the main categories of influencers.
1. Digital influencer
Generally speaking, a digital influencer is someone who has an active profile on at least one social network. To be considered as such, you need to have, at a minimum, a significant number of followers and a high volume of posts and interactions.
We can also stick to the meaning of the word. Therefore, an influencer is the person who makes — or has the potential to make — the difference in a purchase decision or forming an opinion, for example.
2. Micro-influencer
As the name implies, the micro-influencer plays the same role as the influencer, but on a smaller spectrum. Most commonly, this influencer has one that is still restricted to a single city or province/department/state.
There is no consensus on the number of followers to have and this parameter depends on the interests of the brand. However, we can consider that whoever has up to 50 thousand followers belongs to this category. These influencers can be great allies of regional brands, especially due to their proximity to the target audience of these companies.
3. Celebrities
Celebrities can be great examples of influencers who don’t produce content. For example, she already has more than 7 million followers, she does several paid associations with brands on her Instagram, but we can’t say that she is a content creator.
Still not convinced? can offer us a good counterpoint. She is an actress, model and presenter and has certainly gained a lot of followers due to her work on TV. But, she also has a YouTube channel, devoting time, energy, and money to planning and producing content.
4.Content Creator
Attention, because here the definitions become more complex. To be considered a content creator, the influencer must offer something to their followers. Yes, it is possible to influence without offering content — and we show you some examples below.
A content creator is one who uses their social networks (or even other platforms) to add some value to what they offer to their followers, even when there is no brand promoting it.
Here we are talking, for example, about the bloggers who always publish travel tips, about the instagramers who bring advice on appearance and about the youtubers who talk about various topics.
How to become a content creator or content creator?
Despite what many people think, being a content creator is not an easy profession (nor does it allow you to achieve success overnight!).
Quite the contrary: it takes a lot of dedication and a lot of work to be successful.
Therefore, the first step is to be prepared to work hard in this profession!
If that is what you want, you must follow a few steps to start your work as a content creator:
Here on the blog, we have a lot of content that teaches you how to work producing content on the Internet. Take a look at our Bloggers Bible, which explains, step by step, how to create content on the Internet and generate income on your blog!
How to hire content creators to promote your products?
Now that you know more about the professionalization of a content creator, keep in mind that you should not ally yourself with them just because all the brands are doing it.
In fact, there are different advantages that both influencers and content creators can bring to a brand, be it large, medium or small.
They can even benefit from this type of negotiation to promote their products. Find out how!
1 reach
We already know that content creators have a lot to offer brands, especially when we consider the idea of co-creation. However, not so long ago, the main attraction of Internet celebrities was the legion of fans they drew.
That is, the greater the number of followers, the greater the need to invest in that person. Today, however, we understand that engagement also plays a fundamental role in conversion, although that of a content creator cannot be completely ruled out.
These people talk to a lot of people and they do it in a personal, personal, catchy and original tone; something that many brands try, but few achieve.
2. Qualified Leads
Reach is undoubtedly one of the main advantages of associating with digital influencers or content creators. However, in some cases, we see established brands doing editorial advertising on our walls. Why does this happen?
Because far beyond attracting new audiences, this type of association allows you to acquire an already qualified audience. When there is a previous study on the content creator and his followers, it is possible to attract not only an already segmented audience, but also one.
As a result, this increases your chances of conversion and allows for a higher . If the big brands are doing well with this, have you ever wondered how interesting this strategy could be for the disclosure of your products?
3. Multichannel
Facebook, Instagram, Twitter, YouTube: these are the main ones; but there are also those that belong to a certain niche and those that are not so popular. How can you manage them all while still delivering truly relevant content?
Delegating content production to a content creator may be the way out. This ensures that your product is broadcast across multiple channels without necessarily having to deal with all of them intensively or directly.
Also, relying on the expertise of someone who already knows a particular channel can bring you faster and more effective results than trying to do it yourself.
Tips for hiring creators
Increasingly, working with a content creator is understood as an alliance. Stakeholders need to work together to co-create something that is relevant to both the audience of the brand and the audience of the content creator.
Thus, some good practices can be applied to obtain the best possible result. Below we show you some of them.
1. Know your own product thoroughly
The first step in working with a content creator is to get to know your own product thoroughly. After all, you have to know how to sell it to him so that he, in turn, does the same with his audience.
For this reason, having a briefing is essential. This term is used in advertising to explain what is needed in a job.
Therefore, present the features of the product, highlight what you think may be of most interest to both the content creator and their audience, and make it clear what your expectations are about what it should deliver.
2. Know your target audience
Surely knowing your product will not be a problem. Perhaps the biggest challenge lies in identifying what aspects the content creator is interested in so that he wants to transmit them to his followers.
In this sense, you must have data about the content creator. This study helps even at the moment…