What Are Influencers And Digital Creators?

Influencers. Digital creators. Head on to social media and you'll find it awash with them. But what are they and what do they do?

Here we go back to basics with a bit of an explainer, whilst also taking a look at the benefits working with them can bring.

Influencers and digital creators: What are they?

In today’s world the term ‘influencer’ or ‘digital creator’ has become a buzzword. But what do these buzzwords even mean? Well, essentially, they're people who've amassed a large following on social media platforms – the likes of Instagram, YouTube and TikTok – and, as a result, have a significant ‘influence’, with the potential to impact their audience’s behaviour and opinions.

Who are influencers and digital creators?

Put simply, influencers and digital creators use social media platforms to create and share content. The phrase covers a fairly broad church – from bloggers to vloggers, podcasters to any other type of content creator who has built a sizable following on their social channels.

Typically, they’ll specialise in a particular niche, such as fashion, beauty, fitness, food, travel or lifestyle, and will focus on creating content that plays to that audience. Doing so helps to establish them as ‘experts’ in their respective fields – and often sees them gain a loyal following, who are happy to engage with the content they produce.

What makes influencers and digital creators so popular? 

The popularity of influencers and digital creators is down to several factors. A key one is their ability to connect with their audience on a personal level. Unlike traditional celebrities who may seem unattainable or untouchable, influencers and digital creators are more likely to come across as relatable and approachable.

People can genuinely put themselves in their shoes. And, by interacting with their followers regularly, responding to comments, and even sharing personal details about their lives, they help to build a bond of trust which goes beyond the more traditional forms of media.

Another reason for their popularity is their authenticity. Followers trust influencers and digital creators because they feel their content is genuine and not just paid advertisements. And whilst influencers and digital creators do often partner with brands, they are usually careful to only promote products that align with their values and resonate with their audience. If a beauty influencer starts promoting football betting odds, for instance, then you know they’ve caved in to the money offers!

What impact do influencers and digital creators have?

Given the level of their audience’s buy in, influencers and digital creators can have a significant impact on behaviour and opinions. Studies have shown that consumers are more likely to trust the recommendations of influencers and digital creators they’re following than traditional advertising. And this does make sense. They say the sizzle sells the sausage, and if you see your favourite lifestyle blogger incorporating some Laura Ashley designs in their home decor, then you’re more likely to follow suit than you would be if you’d simply seen an advert on the television. This influence then, means they can also play a role in shaping cultural norms and trends. 

Whether you’re personally engaged with them or not, influencers and digital creators have become an integral part of our social media landscape. They often provide valuable content, while connecting with their audience on a personal level, and this can have significant impact on their followers’ behaviours and opinions – something that brands would do well to embrace as part of a marketing strategy.

A well placed influencer collaboration can be highly impactful, helping drive sales and awareness – so don’t overlook it.

Here at Pic PR, we’ve been cultivating relationships with influencers for years (as well as more traditional media), so if you’re looking to get your brand in front of the type of influencer or digital creator that your prospective customer is likely to listen to, then get in touch. We can help draw up a list of targets, as well as actively doing the outreach to get them involved – managing the process and ensuring you get the outcome you want.