Is it Time to Ditch the Term ‘Influencer’?
In the world of social media, the term "influencer" has become a one-size-fits-all label for anyone who has built a social following through sharing content, whether they’re a tech reviewer or a viral comedian. However, does this label truly capture the different ways these creators connect with their audiences? It’s time we break it down into two distinct categories; Those that Inform and those that Entertain.
Why the Generic 'Influencer' Label is Outdated
The problem with using the catch-all term "influencer" is that it doesn’t reflect the purpose or impact of these creators. There is’nt a singular generic term for someone who has built up fame by being on TV - they are known as actors, journalists, presenters, comedians etc. so why should there be within social media? A lifestyle influencer offering style tips is very different from a comedian creating funny skits, yet both are labelled the same. Yes - there may be some crossover as a nutritionists content may be entertaining, however its primary role is to inform the viewer about how to eat more healthily. the however the truth is, their value to brands is often worlds apart.
Brands looking to boost sales need more than just eyeballs—they need credibility, trust, and authority. This is why recategorising influencers with names relative to way they built their audience and the role they can play for brands is needed. So terms such as Informer and Entertainer better capture what different creators bring to the table.
Who Are the Informers?
Informers are social media creators who share knowledge and expertise in a wide range of subjects, from food and fashion to technology and wellness. They build their audience through credible, informative content, earning trust along the way. While they might not have millions of followers, their recommendations carry significant weight with those who follow them.
Informers tend to:
Have a smaller but highly engaged following
Be seen as experts or trusted voices in their niche
Drive real action—whether that’s purchases, sign-ups, or meaningful engagement
Brands often overlook these creators in favour of larger, more "influential" figures, but they’re making a mistake. Informers are the ones who can truly shift the dial when it comes to sales.
Key Characteristics of Informers:
Deep knowledge of their subject matter
Credibility with their audience
Ability to influence purchasing decisions
Who Are the Entertainers?
On the other hand, Entertainers build massive followings by keeping their audience hooked with fun, engaging content. Think viral TikTok comedians, ASMR creators, and entertainers who dazzle their audience with humour or quirky performances. They’re brilliant at grabbing attention and driving awareness, but their influence doesn’t necessarily translate into sales.
Entertainers tend to:
Have huge social followings and impressive view counts
Create content that’s entertaining, fun, and viral-worthy
Generate massive reach and brand awareness but often fall short in driving actual sales
Brands are frequently dazzled by the huge numbers Entertainers bring in—millions of views, viral videos, and massive follower counts. But in most cases, that’s where the impact stops. Entertainers are fantastic for top-of-funnel marketing, creating awareness and excitement, but their credibility when it comes to endorsements often doesn’t hold much sway beyond their entertainment value.
Key Characteristics of Entertainers:
Huge reach and visibility
Ability to create viral content
Limited credibility beyond entertainment value
Why Brands Need to Know the Difference
Too often, brands are disappointed when their collaboration with an entertainer doesn’t translate into the sales they were hoping for. It’s easy to get swept up in big follower counts and viral views, but those metrics don’t always mean influence where it matters most: purchasing decisions. ‘Most Influential Lists’ published by mainstream and trade media also often fuel this confusion with most influential deemed as most followers or most views.
That’s where Informers come in. These creators may not pull in millions of views, but their expertise and trustworthiness make them much more valuable for brands looking to drive conversions. Their followers look to them for advice, trust their opinions, and are more likely to act on their recommendations.
Examples:
Sarahs (@Sarahs_day), an Australian-based influencer, is a great example of being an Informer. Her content focuses primarily on health and fitness as well as all things mum life related. Sarah does not partner with many brands, however one of her longest and most successful brand partnerships was together with the well known Aussie health brand - Tropeaka. Her genuine love for the products and authentic features in her content resulted in a significant increase in sales, as well as brand awareness. Ultimately, resulting in a collaboration between the two, consisting of a customised range of ‘Sarahs Day’ products.
Another great example of an Informer is @georgiaarichardss, who is known for sharing her fitness journey online with her followers. In most of her content, she features products from Naked Harvest, in a very organic way. Her love for the brand resulted in her working together with the team to create a range of her personalised products - the ‘Authentically You’ collection. Not only does this range feature her favourite products, it’s also a reflection of the ‘authentically you’ journey she has been on recently. The authenticity of this collaboration as well as the high quality products, has helped increase sales significantly.
So, What Does This Mean for Your Brand?
The key takeaway here is to choose the right creator for your marketing goals. If you aim to raise awareness and generate buzz, Entertainers are a great choice. But if you’re looking to drive sales, Informers are your best bet. Understanding these differences can help brands avoid disappointment and build more effective influencer marketing campaigns.
At Ernie, we largely work with Informers, and there’s a good reason why. Informers’ endorsements hold weight where it matters most, in driving results for brands.
Want to Get Your Product Discussed by Informers at Scale? Get in Touch
At Ernie, we specialize in influencer gifting, focusing largely on Informers who can help your product make a real impact. Want to tap into their influence? Contact us to get started.