Marketing Trend: How Influencers are Evolving into Creators

Influencer at computer creates content as new marketing trend.


The rising popularity of influencer marketing (IM) stems from its impressive efficiency. With 49 percent of consumers depending on influencer recommendations, avoiding IM puts you behind the competition. This is one marketing trend you can’t afford to ignore.

Now, imagine that you could get an even higher ROI from influencer marketing. That could happen if influencers you work with turn into professional content creators.

Wouldn’t it be great to cut content marketing costs and repurpose influencer content for your needs? You already can. Influencers are picking up on the new trend. They are evolving into content creators and adding new value to your collaboration.

Influencers vs Content Creators

For many years, influencers and content creators were absolutely separate entities. Influencers always created some kind of content. However, it was never as impressive as something a professional content creator could come up with.

Content Creators:

  • Create high-quality content aimed at engaging audiences across all marketing channels (website, blog, social media, etc.).
  • Work according to a content marketing plan.
  • Have substantial expertise in content creation and content experimenting.


  • Have a strong presence on social media or other platforms.
  • Build a substantial base of followers and interact with them directly.
  • Set buying trends.

Both content creators and influencers collaborate with brands to streamline marketing campaigns. However, they tend to achieve different marketing and business goals.

In the past, you would need to find both a content creator and an influencer to run a comprehensive marketing campaign. Today, the content landscape is changing. Influencers are evolving into hybrid partners, allowing you to save time and money on content creation.

The Demand for the Hybrid Partner

The COVID-19 pandemic took a bit hit on marketing budgets. While exploring the rising digital marketing opportunities, many companies had to cut down their expenses. Supporting a team of content creators seemed somewhat taxing. So marketers turned to influencers.

They were surprised to find that many influencers managed to create high-level content with impressive potential for repurposing.

In April 2020, a marketing agency conducted a study that showed how heavily some companies started relying on influencers. Some of the findings included:

  • The number of brands looking to hire influencers as content creators increased by a whopping 33 percent.
  • Brands experienced a 50 percent reduction in creative costs when working with influencers instead of production agencies.
  • Companies saw a 40 percent increase in ad performance of influencer-made content in social media ads.

Even though the COVID-19 pandemic unpredictable, the trend is still gaining momentum. Influencers are seeing the demand for high-quality content and learning to produce more and more of it.

How to Repurpose Influencer Content

If you are working with an influencer who is a content creator, you can take advantage of the influencer-generated content to improve other aspects of your marketing campaign.

Influencer-generated content is the content created by influencers during IM campaigns, regardless of how they are paid for it (e.g. money or products).

As influencers are evolving into content creators, the quality of their content goes up. At Reach.Dog, we are seeing more and more influencer-creators who build fruitful partnerships with businesses across many industries.

Besides serving your advertising purposes, influencer content can be reused for other needs. Here’s how.

  • Use it in ads. You can take a photo of the influencer’s post and add it to your advertising content.
  • Add it to email newsletters . Adding influencer content to your newsletters can help your audience see how well you know their needs and preferences.
  • Repost on social media. Repost influencer content on your social media channels.
  • Inspire blog posts and articles. Influencer-generated content can provide inspiration for the rest of your content marketing strategy. When you are scrambling for blog ideas, an influencer can provide them.
  • Create videos. Of course, you can take advantage of influencer-created videos in your blog posts or website content. But you can even go further to piece together fragments from these videos and create a brand-new piece of content.

Important: Be careful. You can’t always just copy-paste influencer-generated content into your blog. Unlike your in-house content creators, influencers keep the rights to the content they produce unless you specifically discuss the transfer of rights in the contract. You do not automatically own the rights to your influencer’s content.

Statistics Support the ROI

Influencer-generated content yields results similar to user-generated content (UGC). It can increase conversions by 10 percent when appearing on the customer’s online purchase path. This content can also:

  • Improve email click-through rates by 73 percent.
  • Increase ad click-through rate by 500 percent.
  • Boost engagement by 50 percent in social media campaigns.

Consumers who visit websites with UGC galleries spend 90 percent more time on them. By adding influencer-generated content to your website, it’s possible to achieve similar results.

Replacing Content Creators with Influencers

So if influencers are becoming so great at producing content, should you fire your content creators? Not always. 

The type of content that influencers produce can be highly useful for your content marketing campaign. However, you would still need content creators for such work as:

  • Long-form articles
  • E-books
  • Product copy
  • White papers
  • Company videos
  • Brochures
  • Emails

While creators can use influencer content for inspiration, they still bring substantial expertise and value into the picture.

Can influencers replace content creators entirely? They can’t. However, they can cut content creation costs substantially.

Ideally, you should hire both experts for a solid marketing strategy. Unfortunately, not all companies can afford such collaborations. So, if you are on a limited budget and need to choose between influencers and content creators, the evolved influencer wins.

Taking Advantage of the Marketing Trend  

As influencers are evolving into hybrid partners, companies are taking full advantage of this tendency. Influencer-creators produce high-quality content that doesn’t just drive conversion, it becomes an excellent foundation for the rest of your content marketing strategy.

By repurposing influencer content, you can cut marketing costs, increase customer engagement, and improve your company’s bottom line.

Are you looking to hire an influencer-creator for your marketing campaign? Reach.Dog is here to help! Reach.Dog is a free influencer marketing platform, developed by James Cashiola.

By The Reach.Dog Team

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