Influence or Create: Defining Your Brand’s Content Strategy

Nailing a content strategy for your brand is key to keeping current customers engaged, attracting new eyeballs to your business, and most importantly, growing your social media. Unless you’ve been living under a rock, we know that integrating user-generated content into your strategies always works. 

In fact, more than 80% of Australian consumers rely on user-generated content to decide their purchasing choices.

However, as social media evolves so have two different breeds of UGCs: Content Creators & Influencers. While from the outside, an influencer and a creator can be seen as ‘same, same’, they are actually quite different. So, what is the difference, and, more to the point, which one is right for your brand’s content strategy?

What is an Influencer?

In simple terms, an influencer is just a more updated buzzword for what we used to call a brand ambassador or the face of a brand. There’s nothing new about using beautiful, charismatic, or famous people to promote products—brands like Calvin Klein, Nike, and Gucci have been doing it for decades as part of their broader branding strategies.

What’s changed is the medium. We’ve evolved from glossy magazine covers, high-budget TVCs, and billboard ads to digital platforms like Instagram, TikTok, and YouTube. These social channels have given rise to everyday individuals who build celeb-like status purely from what they post, making them influential in their own right.

When brands collaborate with these influencers—paying them to promote products or services to large audiences—they’re banking on their influence to drive engagement, boost brand recognition, and ultimately, increase sales. And for many years, this approach to branding and marketing has proven successful.

However, the tides are turning. Today’s consumers are more aware, more selective, and increasingly value authenticity over aspiration. Flashy endorsements aren’t always enough to sway buying decisions. This means that hiring the most-followed “IT” influencer may not necessarily be the best move for your brand’s content strategy in a market that values realness and trust.

As branding continues to evolve, it’s essential to think beyond follower counts and focus on partnerships that truly reflect your brand values, resonate with your audience, and create lasting impact.

What is a Content Creator?

Simply put, content creators create content! These kinds of peeps tend to create content for the same reasons someone might write a book, paint a picture, or design an item of clothing: it’s a passion or an extension of their core skills or business.

A content creator’s purpose is to create content, so when they are doing this for your brand, they really understand the process behind creating content for a specific audience and are usually good at it. This can be anything from a blog, a recipe, a photo shoot, or a tutorial.

While their followers may not rival those of a Kardashian, they are usually loyal, highly engaged, and invested in what the creator makes. What they create smacks of authenticity, which means they too can have significant pull and be a very effective option for your brand’s content strategy.

Influencer or Content Creator?

At the end of the day, influencers and content creators often overlap—but they’re not always the same. While some influencers do evolve into skilled content creators (and vice versa), we’ve observed a growing shift in the digital marketing landscape. More brands are moving away from traditional influencer marketing and leaning towards authentic user-generated content that truly resonates with consumers.

So, how do you choose the right person for your brand’s content strategy? It all comes down to your ultimate goal.

If your primary objective is brand awareness and maximum reach, partnering with an influencer can help you get your message in front of a large audience quickly. Influencers are great for boosting visibility, especially when launching new products or campaigns.

However, if you’re aiming for high-quality content, brand alignment, and genuine engagement, working with a professional content creator is a smarter choice. Content creators specialise in crafting original, creative assets that reflect your brand’s voice and values—helping you build deeper, long-term connections with your audience.

Whether you’re a Melbourne-based business or a national brand looking to elevate your digital presence, understanding the difference between influencers and content creators is crucial to creating a successful content marketing strategy.

Do you want to learn more about influencers and content creators for the growth of your account and business? Please give us a holler! At Racket Agency, we specialise in connecting Melbourne brands with the right voices to elevate your digital presence. From campaign strategy to influencer outreach, we help you drive real engagement and grow your audience authentically.