Ditch the term “social influencer,” you’re looking for a content creator | by Brian Lerche | No BS Advertising | Oct, 2023

Ditch the term “social influencer,” you’re looking for a content creator

The TL;DR, no-bullshit take is this: When brands express interest in finding an influencer to expand their reach, what they actually need is a content creator. As active contributors in their niche, content creators have a more significant impact than passive curators. Of course, this ultimately depends on your definitions of the two roles, but what I’ve discovered is that this simple shift in how I refer to digital tastemakers has changed how the brands I work with perceive and evaluate the ideal partnership.

Authenticity Matters More Than Vanity:

With the emergence of platforms like Musically/TikTok, the rise of Prime Tube viewers (those who primarily use YouTube for streaming), and the swift ascent of Twitch celebrities, successful influencing today goes beyond just curating trends; it involves contributing to or even initiating them. For today’s youth, the emphasis isn’t solely on the information itself but also on how it’s delivered.

Rather than chasing inflated follower counts, let’s celebrate content creation that sparks genuine conversations and fosters connections. True influence stems from authenticity and creativity, where every piece of content adds value to a broader narrative. The real worth of a content creator lies in their craft — their creative ability to disseminate information. Through this craft, they’ve built their following. If you’ve worked in the creative field, you understand this passion, or you’ve witnessed it firsthand; it’s challenging to teach. When your sole contribution to a community is your following or preferences, it’s easy to lose sight of the value of meaningful contribution and become fixated on vanity.

Don’t Lose Sight of Your End Goal:

If you aim to increase reach, raise awareness, and drive sales, collaborating with a content creator alone won’t create the lasting impact you desire. What you genuinely need is a media strategy and campaign in which your chosen content creator can actively participate and build upon. By elevating your tactics into a broader strategy, it becomes evident that the organic reach of the content creator is an added value, not the sole strategy to distribute your content.

This simple shift in perspective alters the core focus of your search. While reach and the size of their organic audience are important, they become secondary to what your brand truly needs. This shift also impacts your perspective on price negotiation and finding the right fit. It might make more sense to partner with a content creator with a smaller following if their content aligns with your brand’s tone and, more importantly, resonates more with your target audience.

Focusing on the True Value of Partnering with a Content Creator:

As we navigate this evolving landscape, remember: it’s not about being the loudest voice in the room; it’s about having something valuable to say. True influence, stripped of vanity, resides in the hearts and minds of those genuinely invested in the communities they impact. This means focusing on the creativity and deliverables when partnering with a content creator — think of them as mini-advertising agencies, encompassing creativity, strategy, and analytics in one package.

Emphasizing deliverables and the creative expertise of potential content creators is crucial in your negotiation process. Some creators might only offer to publish collaborative content for a fixed period — typically a point of contention for most brands. However, if you place value on the creative content itself, it’s easier to counter their proposal by securing longer-term usage rights for your brand. While the final outcome may only appear on their pages for a week or two, it could endure much longer as creative material that you can utilize for your own paid and organic strategies.

Closing Thoughts:

As we navigate this evolving landscape, remember: it’s not about being the loudest voice in the room; it’s about having something valuable to say. I’ll reiterate: genuine influence, devoid of vanity, resides in the hearts and minds of those who genuinely care about the communities they impact.

Ultimately, finding the right brand ambassador boils down to identifying an individual who truly resonates with your brand’s values and can authentically contribute to your target audience and the broader community. I acknowledge that there are many nuances I’ve glossed over, so please feel free to let me know what I’ve missed! I’m always eager to hear other perspectives.

-Brian Lerche // CHARTS+DARTS