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Op/Ed

Why men are called ‘creators,’ and women ‘influencers’ (or not)

(EDITORIAL) A sh*tstorm has been brewing regarding why men are supposedly referred to as “creators” while women are called “influencers,” and it gets complicated before it simplicity is revealed…

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creators v. influencers

According to a recent WIRED editorial, a woman is more likely to call herself influencer, while a man is more likely to call himself a creator, because, “Generally speaking, women consider themselves part of the product, while men separate their notion of self from their labor, considering themselves its “creator.”

Besides being no more founded than “generally speaking” though, this sort of notion first assumes creators and influencers encompass the same job description, with the only delineating factor being gender.

In fact, one of the earliest assertions made in the editorial notes, “Really, the only way to guarantee that people will think of your online celebrity as ‘influence’ is to be a woman.”

When ”really,” there is a world of women who identify as creators and men influencers; the differences can be seen in their varying job descriptions, history, and business needs that each fulfill. Therefore, the issue at hand should not be “why men are called creators and women are called influencers,” but “why we should call influencers ‘influencers,’ and creators ‘creators’.”

And that is what we will explore today.

First, let’s understand what an “influencer” is and what a “creator” is.

Before getting into explanations, and differences, it is important to note that influencer and creator are most always a term people use to identify themselves, so the true meaning of the word is specific to each individual.

Generally speaking though, today’s influencer is someone who has educated themselves enough to be considered an authority in their niche (or can at least present themselves as informed). They use this authority, along with their personal brand,to persuade and inspire their following for gain, which can be monetary, or in the form of free products, and/or free publicity.

Influencers often make their gains by partnering with brands to promote their product, or from creating a product themselves, and selling it to their following directly.

For an influencer, a larger audience or following is linear with gains, so a large amount of their focus is on the numbers – followers, website visitors, comments, and likes. The rest of their focus is in making sure those followers are influenced enough to consume whatever is being promoted.

Why businesses tap into influencers’ networks today.

The sole reason businesses hire influencers is for exposure. We’ve all heard “what good is your product/service if no one knows it exists?” or something similar, and for brands, that is exactly what influencers are hired to help with. They act as distribution channels by bringing more eyeballs which, if done properly, translates into more money.

A creator, on the other hand, is more concerned with the finished product of their work and the creation process it took to get there.

So, what is a creator?

Depending on what they are working on, a creator is an artist, producer, maker, writer, or composer who gets paid for captivating work. This person is usually more passionate about design, brand collateral, video creation etc. than persuading the people who will consume their work.

More followers, higher monthly reach, and increased engagement rates don’t excite the devout creator like strategy, composition, and contrast does. For them, one superior piece of work (think one overall cohesive brand package) is more satisfying than producing a mass of mediocre work.

Promoting themselves like an influencer isn’t as important as showing their work. Take my close friend, Chad as an example; he produces a podcast that boasts over a million listeners, and averages 20k views on each Instagram video, which you’d never know by looking at his personal profile. There, he has 2.5k followers, posts every four months, and gets most of his comments from old college friends – all of whom work for him. His virtue, like a lot of creators, is in the quality of his work.

Why businesses hire creators.

Creators do for businesses what a boutique ad agency would do, typically for a fraction of the cost. They use their art to build brand assets, establish brand identity, and create campaigns. While influencers are used as “the face,” a creator could be used as a “face” or the behind the scenes person who you never see. In a sneaker campaign for example, a creator might be tasked with taking cool pictures of other people’s street style, while an influencer would promote themselves in the shoes.

Creators and influencers are different and fulfill different business needs, but they are not mutually exclusive.

A creator can do influencer work, and there are influencers who create magnificent work without them in it. It’s a matter of self identity.

Influencers are also inherently tied to monetizing their content or, “…building a platform with he intention of being used by brands for marketing purposes,” according to Natasha Hunes, a Youtuber who self-identifies as a creator. Hunes adds that a creator is in for the self-expression, not money, adding “I don’t think the claim that most women don’t identify as creators is factual.”

Let’s dissect the history of the two terms.

The biggest factor in establishing the difference between creator and influencer is the history of the two. In a response to the WIRED piece, Taylor Lorenz gives an in-depth history of how “creator” predated “influencer.”

It all started in 2011, when YouTube wanted to replace the boring term “YouTube Stars” for a more inclusive way to describe their multi-talented content creators.

“These people were more than onscreen tales,“ said Tim Shey, a former employer of YouTube, “They could write, edit, produce, do community management, and were entrepreneurs.”

During the search, YouTube forged a partnership with Next New Networks, a multi-channel network specializing in viral content, and started a program called the “Next New Creators” program. This program was designed to help independent YouTube stars grow their audience to the point of monetization. The program became such a hit, the word “creator” stuck at YouTube and began to be the phrasing of choice for their press releases, and future programs.

They went on to open a number of “creator hubs” and studios for YouTube creators to collaborate with one another.

From 2011 to 2016, the video platform continued to promote their new world of creators and hit the sweet spot in 2015 after launching a massive creator ad campaign. This campaign plastered different creators’ faces on billboards, taxis, buses, and subway stops all over New York and L.A., as well as in magazines and commercials. All of the language referred to the people in the ads as creators, and that’s when the term became mainstream.

Not long after, other platforms caught on – in 2015, Tumblr also began referring to their power users as creators and launched a division called “Tumblr Creators Network.”

Influencers went mainstream in 2017, two years after creator did, and according to Lorenz, was the response to the rise of Instagram, Twitter, Pinterest, and sponsored posts.

As the “new kids on the block” influencers were initially stereotyped as less worthy than traditional YouTube creators, who had spent years establishing their base on an older platform, and a larger platform than IG, Twitter, and Pinterest. Therefore, Lorenz believes the distinction between creators and influencers are not gender related, but more so “platform-agnostic.” This means you’re more likely to find YouTubers identifying themselves as creators, while IG, Twitter, and Pinterest users typically identify is influencers.

And while I do understand Lorenz’s “platform-agnostic” argument more than WIRED’s position that it is a gender-based distinction, I believe that the differentiation as self-assigned terms are a lot simpler than we think.

Man or woman, YouTube or Instagram, people just want to be called what they identify with.

Creators want to be called creators because they relate more with creating, and influencers want to be called influencers because they enjoy interacting with and influencing their following.

Remember my friend Chat, the podcast producer? I asked why he identifies with creator and not influencer, despite some of his work being influencer-based.

His answer?

“I feel more like a creator.”

And I felt THAT.

Lauren Flanigan is a Staff Writer at The American Genius, hailing from the windy hills of Cincinnati, with a degree in Marketing from the University of Cincinnati. She has escaped the hills, and currently resides in Atlanta, where you can almost always find her camping at a Starbucks strategizing on how to take over the world.

Op/Ed

How calendars can stop your procrastination, boost productivity

(PRODUCTIVITY) As the old method of pen-to-paper planning comes back in style, see how its use can help with time management.

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writing pen paper productivity

My favorite part of writing for this publication, by far, is the fact that it always has me keeping my eyes and ears open for inspiration. The simplest comment from a friend can snowball into an idea that becomes beneficial to others.

Such was the case this past weekend when my best friend, Haley, stopped by to help me unpack my new house. Haley is a graduate student, pursuing a master’s in interpersonal communication, and is a much smarter version of myself.

We got to talking about what was on tap for Haley’s final semester and she told me about a workshop she’s creating for the graduate school on the topic of how using planners/calendars helps with time management. The girl has an affinity for pen-to-paper planners, and has created an organizational structure for her daily life through their use.

Naturally, I thought, “hey, sometimes I attempt to give people advice on time management and planning, let’s bounce some ideas off of each other.” Haley then gave me a rundown of the bullet points she’s planning on covering for her interactive workshop.

1) Take everything as it comes. As a new task pops up, put it down on your calendar (whether paper or electronic) so that you don’t forget to do it later.

2) With these tasks, schedule deadlines for yourself. It can be tough to be self-motivate and have tasks completed by your own assignment. However, putting them down in writing will help you stick to them.

Only work on something if you’re being productive. If you stop being productive, you should take a step back and work on something else for a while,” says Haley. “This is why my personal deadlines help because it makes me work harder but I still have my own time.”

3) Schedule out your week starting with events that you cannot change. Start by writing down your work schedule, then appointments, meetings, etc. Then schedule in tasks that have more flexibility in time.

4) After doing this, take all of these tasks and prioritize what must be completed first and assess how much time each task will take. Be sure to give yourself an appropriate amount of time for each task.

5) For bigger projects, considering breaking them down a bit. “For bigger projects I break it down into steps, normally using a concept map to understand the core aspects of my task and what needs to be accomplished within each of those to make it more digestible,” says Haley. “Once I have the pieces, I place the pieces into my weekly schedule of events I cannot change.”

All of the pieces of this puzzle come together to create a calendar that will help you juggle every aspect of your life and boost your productivity. By implementing these ideas in my own planning, it has definitely helped me to become more of a self-starter.

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Op/Ed

How anyone can be more a more assertive real estate pro

(OPINION EDITORIAL) Being assertive is not the same as being bossy and while most people tell women to be more assertive, lack of assertiveness isn’t gender exclusive. Here are a few tips how to make your presence known.

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assertive broker meeting negotiation team

Merriam-Webster defines assertive as “disposed to or characterized by bold or confident statements and behavior.” I believe assertive behavior is the balance between being passive or aggressive.

You aren’t demanding, but you’re not dismissing your needs either.

Women are often told that they need to be more assertive, rather than passive, and men need to be less aggressive. I’m more of the opinion that assertiveness isn’t gender-specific. I believe every person needs some assertiveness training.

While I may not be an expert in assertiveness, as a freelancer, I have learned to be more assertive. Here are a few of my observations:

  • To be assertive, I had to stop feeling as if my work was unimportant. Call it confidence or self-esteem, but it was a definite turning point for me. I stopped using the word, “just.” I didn’t apologize for bothering people. I simply began stating what I needed to get the job done.
  • I defined what assertive meant to me. For me, it was the ability to stand up for my opinions and needs. This didn’t happen overnight, but it took practice. One of the key things I did was to try and be more assertive in other places, like when I volunteered. That gave me the confidence to stand up for myself in my work.
  • I use “I” statements. “I need to take next Monday off.” “I need more information about this project.” “I cannot do that this week.”
  • I’ve found that part of being assertive is taking the other person at their word and not holding a grudge. Don’t read more into their emotions than what is being discussed. Just because my co-worker hated the last idea I had shouldn’t stop me from exploring new ideas with the team.
  • It is very difficult to change old behaviors. I have mentors and coaches that I talk to about my successes and failures. This has helped me figure out what I’d do differently if I had the chance. Trust me, it isn’t easy to be introspective about the time you blew it, but it’s been very beneficial in all the areas of my life.
  • I’ve apologized when it was appropriate, but I don’t beat myself up, either. The other day, I missed one part of an assignment. In the past, I would have not taken any more assignments as punishment. Instead, I apologized that I missed it and fixed the assignment. Then, I took another block of work and moved on. It was freeing.

Being assertive isn’t easy. But it is very rewarding.

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Op/Ed

Why an “Enough List” is the answer to your never ending to-do list

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It’s 12:17 a.m. I’m laying in the dark basking in the glow of my laptop, next to my sleeping sons, as I go back and forth between the clock and my to-do list, then back to the clock, then over to my children’s faces.

At this moment I imagine I feel similar to many other entrepreneurs, small business owners, and work from home parents. The day is done, it’s after midnight, but you’ve barely made a dent on all the things that need to get done.

In the morning the day seems wide open, the world your oyster, and the list of obligations not quite intimidating, yet. It all seems manageable, in the morning. But all it takes is a hiccup to consume a couple of unexpected hours of your morning to throw off your entire day. A technology failure, an unhappy customer, an unexpected task, all of these can wreck a well-made plan. And even without these mishaps, regular distraction, email, a headache, or simply, writer’s block can disrupt one’s business processes as a whole.

So, what’s the solution? I’m already working 100 hours a week, maybe another 10 or 15 will make it all fall into place? No, instead it’s the opposite. Know when to turn it off . Enough is…quite literally…enough.

When I read Melissa Camara Wilkins’ article about having an “enough list,” I dropped my laptop, slow clapped for about five minutes, then found a lighter and swayed back and forth until I realized I had a deadline I needed to meet. Wilkins talks about how she makes a short list – of three things exactly – that will be the focus of her day.

They are not specific tasks, she states, but may be as general as “make that phone call I’ve been avoiding” or “write an article” or “send that email”, but she only makes three, simple, goals a day.

Wow. What a fantastic idea. I began to plan my day around this philosophy and then I woke up. Because, let’s be honest, I’ve got some serious stuff to get done. This idea sounds great on the surface but come on.

Who can seriously only focus on the examples provided in the article? Especially for someone running a small business or acting in a leadership position, the number of phone calls or emails that need follow ups, issues that need resolution, meetings that need your attention, and articles that need to be written are ongoing.

That being said, the takeaway from the article is good – know when to turn it off. Since for me (like many of you) my to-do list never gets completed, instead it gets whittled down to “nearly manageable” but often escalates to “all hell breaking loose,” I was looking for a solution to keep my days as stress free as possible.

So I used Wilkins’ idea as inspiration and I started my “enough list”.

I realized there was no getting away from my to-do list because, honestly, I need it to stay sane and know what expectations and deadlines are the most pressing. But now I also have an “enough list” that allows me to turn it off for the day.

This list designates when it’s ok for me to shut the lid of my laptop and put away my phone. Different from Wilkins, though, instead of putting tasks on my enough list, I put milestones.

I make goals for each day. My to-do list may be a mile long but for Thursday, I’m going to be satisfied with attending my two morning meetings, writing three articles, and responding to four key emails that I put off the day before. And at 6:30 I’ll turn off my laptop, put away my phone, have dinner with my family, talk to my children when they are in the tub, enjoy an episode of Breaking Bad with my husband after the kids go to sleep…and if I feel like it, because who am I kidding, check my email after that.

An enough list isn’t about putting a cap on your day; it’s more about prioritizing your time to make sure your to-do list doesn’t eat you alive. At least not today.

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