Why Authenticity Reigns: The Shift from Influencer Glam to Creator Jam

Influencer Marketing vs. Creator Marketing

At iPOTT, we’ve closely observed the evolution and trends in the marketing landscape. Let’s delve deep into the topic and clarify the distinction between influencer marketing and creator marketing, and shed light on why the former seems to be phasing out in favor of the latter.

1. Influencer Marketing:

Influencer marketing revolves around individuals who have built significant followings or influence in specific niches or communities. Brands collaborate with these individuals to promote products or services to their audience. The primary criteria for influencers often revolve around follower count and engagement metrics.


  • Immediate Reach: Access to a vast number of followers instantly.
  • Perceived Authority: Fans often trust influencers’ recommendations.

Drawbacks & Reasons for Decline:

  • Authenticity Concerns: Many influencers have faced scrutiny for inauthentic endorsements or for not disclosing paid partnerships.
  • Saturation: With the proliferation of influencer marketing, consumers have become more skeptical as they encounter constant product endorsements.
  • High Costs: Top-tier influencers can demand hefty fees, making ROI uncertain.

Examples of Failed Influencer Campaigns:

  1. Fyre Festival: This luxury music festival utilized multiple influencers for promotion but failed to deliver on its promises, leading to severe backlash.
  2. Pepsi’s Ad with Kendall Jenner: Meant to convey unity and peace, it was criticized for trivializing social justice issues.
Explore Influencer Marketing

2. Creator Marketing:

Creator marketing is about partnering with content creators who have honed their skills in producing high-quality content, irrespective of their follower count. They could be writers, videographers, designers, podcasters, etc. It’s more about the content and less about the persona.


  • Authentic Engagement: Creators tend to have niche, dedicated audiences that value their content and expertise.
  • Diverse Content: Unlike influencer campaigns which might focus on singular posts, creators produce diverse content across platforms.
  • Longevity: High-quality content can keep generating engagement and conversions long after its initial publication.

Examples of Successful Creator Marketing:

  1. Nike’s “You Can’t Stop Us” campaign: Collaborated with various creators to develop a split-screen showcasing the power and unity of sport.
  2. Adobe’s #AdobePerspective: Engaged with photographers and designers to showcase their talent using Adobe products.

Why is Creator Marketing Gaining Ground?

  1. Authenticity: Today’s consumers crave genuine recommendations, stories, and experiences. They can easily distinguish between a genuine endorsement and a paid one.
  2. Value-driven Approach: Creators focus on delivering value through their content, be it education, entertainment, or inspiration.
  3. Sustainable Relationships: Brands can foster long-term relationships with creators, making collaborations more organic and less transactional.

At iPOTT, authenticity is the cornerstone of our working. Under the astute guidance of our founder, Ms. Purnima Varadrajan (https://www.linkedin.com/in/purnimavaradrajan/), we’ve carved a niche for ourselves in the vast digital landscape. With years of expertise under her belt, Ms. Varadrajan has not only garnered profound insights into ERPs, CRMs, EAMs, & other software but has also cultivated a dedicated audience that trusts and values her recommendations implicitly.

Our commitment to authenticity isn’t just a marketing stance; it’s a reflection of the passion, dedication, and expertise that Ms. Varadrajan brings to the table. Every piece of content we produce resonates with her ethos of genuine value and expert knowledge, ensuring that our audience receives nothing but the best, most trustworthy advice in the industry.

To conclude influencer marketing has its merits, the shifting preferences of consumers and the desire for more authentic, value-driven content have paved the way for creator marketing. In the words of Philip Kotler, “Authentic marketing is not the art of selling what you make but knowing what to make.” At iPOTT, we believe that understanding and succeeding in today’s digital world involves adapting to these evolving strategies. After all, we aren’t just talking about ‘Digital Marketing’ anymore; it’s about marketing & succeeding in a Digital World.

Checkout interesting books on Influencer Marketing
Explore Influencer Marketing

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