Existem diversos termos que estão em alta nas redes sociais e, às vezes, é difícil entender a diferença entre eles. Hoje, vou falar sobre influencer e produtor de conteúdo, 2 novos profissionais que ganham cada vez mais destaque em nossa sociedade.
Um influencer é alguém que tem grande poder de influência sobre seus seguidores, sendo capaz de induzir sua decisão de compra, inspirar seu estilo de vida e sugestionar suas opiniões. Geralmente, essas pessoas constroem uma relação de proximidade com seus fãs e se tornam referência em determinados assuntos.
Já um produtor de conteúdo é alguém que cria e distribui conteúdo original de modo consistente nos meios digitais, podendo ou não, usar sua imagem para conquistar audiência.
Em resumo, a diferença entre os dois profissionais é que o influencer foca na disseminação de conteúdo (nem sempre produzido por ele), valendo-se para isso, da notoriedade e da superexposição de sua imagem; enquanto o produtor concentra-se na criação do conteúdo, tendo como objetivo principal, sua diferenciação, criatividade e qualidade.
Sendo assim, podemos dizer que um influencer pode ser um produtor de conteúdo, mas um produtor de conteúdo não necessariamente é um influencer. Em muitos casos, não existe uma divisão clara entre um e outro e as atividades podem se misturar.
Ambos são importantes para a comunicação nas redes sociais, mas possuem objetivos diferentes. Enquanto o influencer busca engajar seus seguidores e fazer com que eles tomem uma ação (seja comprar um produto, se inscrever em um serviço ou apoiar uma causa), o produtor de conteúdo visa atrair audiência criando conteúdos que sejam relevantes para o seu público (geralmente nichado) em vários níveis.
Vale ressaltar, que um influencer também pode ser produtor de conteúdo, e vice-versa. Desta forma, é importante conhecer bem as características de cada profissional para entender qual melhor se encaixa na estratégia de marketing e publicidade a ser adotada pela sua empresa.
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