Influencers vs. content creators

Social media has changed a lot: Whereas in the early days of Facebook, your feed was full of posts from accounts you follow - such as friends and acquaintances - algorithms now favour content that corresponds to your individual interests. Regardless of whether the content comes from accounts you follow or not.

Not surprising, as users on platforms such as Instagram and TikTok now want to see entertaining and authentic content with added value - especially in video form. Particularly with sensitive target groups such as parents and pregnant women, users are increasingly looking for content that is informative, trustworthy and empathetic. Very few companies have the capacity or expertise to produce this type of content themselves - a task in which influencers or content creators are therefore often involved.

Influencers not only provide content expertise, but also their own community. The content is published via their channels, which, depending on the cooperation partner, can result in a not inconsiderable reach. The personal connection they have built up with their community makes them familiar and recognisable faces. This strengthens the credibility of the cooperating company and promotes a positive brand image. Influencers can make a valuable contribution when it comes to sensitive topics such as addressing parents or pregnant women. They can cater to a target group that is often looking for recommendations on topics such as baby products, pregnancy preparation or everyday family life. One example would be a cooperation with a well-known influencer from the parenting or pregnancy community, who creates trust through her credibility, authentic personality and her own experiences.

They are also ideal for special marketing activities like events. Here, they can act as authentic brand ambassadors and generate additional attention. However, these benefits are costly, as access to reach and credibility must be paid for in addition to content production. Influencer campaigns can also appear less authentic if they enter into too many brand collaborations. There is also a reputational risk if influencers attract negative attention due to a scandal or a shitstorm, which in turn can have an impact on your brand. Pro tip: When working with influencers, always request their media kits. These contain information such as reach, engagement rate and demographic data of the followers. After all, you don't want to reach just anyone, but the target group that is relevant to you. Pay particular attention to KPIs such as reel plays and interaction rate to ensure that your product/message is perceived accordingly as part of the campaign and that the likely results are in the best proportion to the cost. However, please note that media kits may not always be accurate due to fake followers or manipulated insights. You should therefore always check the data using professional, independent tools or seek advice and support from experienced agencies in this area.

Content creators offer an ideal solution when companies need cost-effective high-quality content. Their focus is purely on creating content that is specifically tailored to the needs of a brand, without publishing this content via the creator's own channels. For target groups such as expecting parents or young families, content creators offer the opportunity to develop content such as tutorials on how to use products or tips for everyday life with a baby. This does not necessarily require a familiar face, but often just visually appealing content. Content creators are also much cheaper than influencers, as they are only paid for the content production itself. Another advantage is that companies receive unlimited rights to the produced content, which is particularly valuable for long-term and versatile use. The created content can be integrated on social media, in adverts or on your own website for an unlimited period of time. This is particularly interesting for companies that continuously need relevant content for target groups such as pregnant women or parents without being dependent on the availability of influencers. For companies that have no need for a well-known face or an existing community, content creators are therefore an extremely efficient and scalable solution.

There are two ways in which you can find suitable creators. Firstly, you can contact them directly via social media platforms. Through their profile, you can take a comprehensive look at their work and make sure that they have experience in creating appealing content. The advantage here is that you can negotiate your own conditions and do not have to pay any fees for a matchmaking service.

Another option is specialised platforms that connect companies with creators who create user-generated content (UGC). On platforms such as Speekly, Influee or Refluenced, you have the option of publishing a project that creators can apply for or actively searching for suitable creators yourself and requesting them for your campaign. UGC platforms offer the advantage that the creators have proven experience in working with companies. The content can also be edited by the platform itself, for example with subtitles or music. The platform also takes care of the legal and organisational aspects of the collaboration so that you do not have to conclude your own contracts with creators.

Whichever approach you choose, it is crucial to create a precise briefing to ensure that the content meets your expectations and that the collaboration runs as smoothly as possible.

Influencers are not always needed for reach. A well thought-out combination of authentic content, creative formats and a targeted media budget can be just as effective. To generate a large reach with UGC videos, part of the expenses that are spared by an expensive influencer collaboration can be invested in media budget. You publish the content via your own company channel and then advertise it. Experience shows: Depending on the budget, the reach achieved is quickly on a level with an influencer campaign. And this can be achieved without a large community of your own and with lower overall costs. This is because the CPM, i.e. the price you pay when your advert has reached 1,000 potential customers, is usually significantly lower than if you compare the influencer's fee with the reach achieved.

Influencers are particularly valuable when it comes to building trust and achieving broad brand awareness through a well-known face. Content creators offer the advantage of greater cost efficiency and the possibility of obtaining full rights to the UGC videos, allowing the content to be reused and adapted flexibly. Both groups have their rightful place in a modern marketing strategy. Depending on your goals and needs, you can decide which approach suits your brand best.