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What is it and what is the difference to influencer marketing?

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In the last decade, the internet has seen a huge emergence of creators and influencers, or influencers. These people, who create online content for their followers, are able to make a living from posting on social media, engaging their audience.

Therefore, Creator Economy is the name given to the group of artists, influencers, content creators and others, who use the internet to gain an audience, expand their businesses and monetize the range of content they produce.

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Creator Economy: what is it and what is the difference to influencer marketing?

Influencer via Jenny Ueberberg/Unsplash
Influencer via Jenny Ueberberg/Unsplash

The Creator Economy began as a result of the growth of social media, e-commerce platforms and other digital tools, making it easier for people to make money from their online content. As a result, more and more people can start and build careers as digital creators.

In other words, the Creator Economy creates an ecosystem between creators, consumers, advertisers and other interested parties. At the heart of this ecosystem are social media channels, where users and content creators interact to form highly engaged communities.

This economic ecosystem works as content creators with a large following earn revenue through streaming platforms, brand sponsorships, advertising, and merchandise sales. In some cases, especially with artists, influencers can even sell their own work.

Influencer Marketing via Laura Chouette/Unsplash
Influencer Marketing via Laura Chouette/Unsplash

Meanwhile, influencer marketing is a collaboration between popular creators and brands to promote those brands' products or services. It’s a type of social media marketing that uses product mentions in influencers’ content.

In influencer marketing there is always an exchange of favors, and the initiative usually comes from brands. This form of marketing works due to the high degree of trust that influencers have built with their followers.

That said, influencer marketing is part of the Creator Economy, as it is another form of income for influencers, growing the ecosystem and connecting consumers and brands through networks.



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