Content Creator/Influencer
| Autor | Catalina Goanta/Giovanni de Gregorio |
| Páginas | 69-72 |
69
Content Creator/Influencer
12 Content Creator/Influencer
Catalina Goanta/Giovanni de Gregorio
During the past ten years, peer-to-peer platforms have democratized
and decentralized media services. It is currently possible for any
individual around the world to make a social media channel or account
(e.g., on YouTube, Instagram, or TikTok) and make content for a
living. These developments are facilitated by increased opportunities,
from a marketing and technological perspective, to monetize online
presence (see also the entry for content/web monetization). Within
this framework, a new marketing phenomenon, known as ‘influencer
marketing’, has spread online. It consists of a monetization model
based on “reviews and endorsements of products online, usually
communicated through social networks” (Riefa, Clausen, 2019).
Outside marketing aspects, the term ‘content creator’ is used to
emphasize the fact that social media users take the career path of
making media content, especially since controversies surrounding
the non-disclosure of advertising or the low levels of diligence
exercises by some social media personalities have attracted a
negative connotation of the term ‘influencer’ (The Guardian, 2019).
‘Content creators’ might therefore be a better term to refer to
influencers other than those who engage in influencer marketing as
their primary business model. However, it is important to stress that
so-called influencers are only a subset of content creators, which is
a general term that may be utilized to identify any individual user
creating content either for professional or for personal purposes.
Furthermore, it must be noted that defining influencers is no easy
task. From a semantic perspective, the Cambridge Dictionary defines
influencers as ‘a person who is paid by a company to show and
describe its products and services on social media, encouraging
other people to buy them’ (Cambridge Dictionary, 2020). In a study
on social media advertising, the European Commission proposed a
similar definition: “a person who has a greater than average reach
and impact through word of mouth in a relevant marketplace, and
influencer marketing relies on promoting and selling products or
services through these individuals” (European Commission, 2018).
So far, the concept has been integrated in numerous self-regulatory
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