Understanding the Difference Between Social Media Influencers, Content Creators, and a Seasoned Social Media Agency Owner

“You should be taking way more selfies… After all, you are supposed to be an expert in social media, aren’t you?” 

The comment and tone from a respected colleague felt accusatory – as if to imply I don’t qualify to work in social media unless I’m posting selfies left and right. I later realized it was this person’s ignorance of what the different roles are within the field of social media.

In today’s digital landscape, the roles of social media influencers, content creators, and social media agency owners often get blurred. Each role has its own unique set of skills, goals, and responsibilities, and understanding these differences is crucial for dentists looking to leverage social media effectively. 

Social Media Influencers: The Modern-Day Celebrities

Social media influencers are individuals who have amassed a large following on platforms like Instagram, YouTube, and TikTok. Their influence comes from their ability to shape the opinions and behaviors of their followers. Influencers typically focus on a niche—think fashion, fitness, beauty, technology, or dentistry—and share content that resonates with their audience.

Key Characteristics of Social Media Influencers:

1. Audience Engagement: Influencers excel at engaging with their followers through likes, comments, and shares. Their content often sparks conversations and fosters a sense of community.
2. Brand Partnerships: Influencers frequently collaborate with brands to promote products or services. These partnerships are mutually beneficial—brands gain exposure, and influencers may receive compensation or free products.
3. Personal Branding: Influencers are often seen as personal brands. Their personality, lifestyle, and opinions are central to their content strategy.

While influencers are a crucial component of some marketing campaigns, their primary focus is on building their personal brand and monetizing their influence.

Content Creators: The Architects of Digital Content

Content creators are the individuals behind the videos, photos, blogs, and social media posts that populate the internet. Unlike influencers, content creators may or may not have a large following, but possess the skills to produce high-quality, engaging content.

Key Characteristics of Content Creators:

1. Technical Skills: Content creators are adept at using tools and software for photography, videography, graphic design, and editing. Their work often involves technical expertise.
2. Creativity: These individuals are highly creative, constantly generating new ideas and innovative ways to present content.
3. Focus on Quality: While influencers might prioritize engagement, content creators are often times more focused on the quality and artistic value of their work.

Content creators play an essential role in digital marketing by providing the visually appealing and engaging content that attracts and retains audience attention. Many of these folks helped TikTok explode in popularity through their tireless content creation efforts. 

The Social Media Agency Owner: Strategist and Caretaker

As a seasoned social media speaker, consultant, and agency owner, my role is distinct from both influencers and content creators. With over 25 years of experience in the field of dentistry and being called “a pioneer in social media marketing” within our industry, my focus extends beyond personal branding or content creation. My primary responsibilities revolve around staying ahead of social media trends, strategizing, and ensuring that my team and clients are well taken care of.

Key Characteristics of a Social Media Agency Owner:

1. Strategic Oversight: As an agency owner, my job involves developing comprehensive social media strategies for our clients. This includes understanding their business goals, unique ideal patient audience, and competitive landscape.
2. Client Management: My priority is to provide friendly, high quality service for our clients. This means maintaining strong relationships, understanding their needs, and delivering results that align with their objectives.
3. Team Leadership: Leading a team of social media professionals requires mentoring, guiding, and supporting them to ensure they can perform at their best.
4. Industry Expertise: In addition to my extensive background in both social media and dentistry, I stay on top of the latest trends, algorithm changes, and best practices in social media. This knowledge is crucial for advising clients and collaborating with my team.
5. Operational Efficiency: Running an agency involves managing the business side of things—ensuring projects are delivered on time, within budget, and to the highest standards.

While some may expect me to have the visibility of an influencer, my role is more about strategic direction and ensuring our clients’ success through effective social media management. Although this doesn’t mean you won’t continue to see photos of my dogter, Winnifred, in abundance. Nor will I ever stop sharing photos of those I love, including my husband, friends, and the Rocky Mountain trails you’ll often find me on.

Balancing roles: Speaker, Trainer, Consultant, and Agency Owner

Unlike influencers who thrive on extensive personal visibility, my primary goal is empowering dentists and teams through strategic social media programs, guidance, and services. While you may see me at national dental conferences speaking on social media topics or signing copies of my book (and if you do, please say hello!), my primary roles are out of the spotlight. My team and I stay up to date with industry trends and insights, which enhances my ability to lead my agency and deliver excellent results for our clients.

Why This Distinction Matters:

1. Client Expectations: Understanding the difference helps clients know what to expect. They might seek the charisma of an influencer, when what they really need is the strategic insight of an experienced agency owner.
2. Team Dynamics: My team and I are a cohesive unit. While influencers often work solo, my role involves coordinating a close group of professionals, each with their own perspective and expertise.
3. Long-Term Vision: Influencers often focus on immediate engagement metrics. In contrast, my role demands a long-term vision for dentists’ and specialists’ social media presence, aligning with their broader practice goals.

What’s Most Important: Helping Dentists Reach Their Goals

Understanding the distinct roles of social media influencers, content creators, and agency owners is essential for practices navigating the digital marketing landscape. Influencers bring branding and engagement, content creators provide the creative and technical skills necessary for compelling content, and seasoned agency owners like myself offer strategic perspective and client-focused service.

As a social media agency owner, my mission is to leverage my extensive experience to guide my team and deliver excellent services for our clients. By staying on top of industry trends and focusing on strategic, dental-specific solutions, I ensure that our dental clients meet their social media goals to help support their broader practice goals. So, even though I’m not constantly posting selfies, rest assured that my team and I are every bit the social media experts you need! 😉

Learn more about our Connect90 social media program, here.