How Influencers & Creators Boost International Advertising and Creative Production

In our global market, brands are looking for agile, authentic, and scalable ways to connect with diverse audiences. Enter influencers and creators: two dynamic forces that are shaping the future of international advertising and creative production. Although the terms are often used interchangeably, these digital professionals bring distinct strengths to the table. Knowing when and how to utilise each can unlock powerful opportunities for international reach, cultural relevance, and meaningful engagement.

Influencers vs Creators

While many people use the words ‘influencer’ and ‘creator’ interchangeably, there are subtle differences between the two types of social media talent.

Influencers are defined by their audience, with more of an emphasis on the individual and their personality. While you may use the content for broader campaigns, working with an influencer is done to target their specific audience. Followers are part of an influencer’s audience because they respect their taste, making them likely to want to purchase things that align with the influencer’s personal brand.

With 836 million followers, Cristiano Ronaldo is considered the biggest influencer in the world. For advertisers, the value in working with him comes from the huge audience he draws as an international football star. In this Herbalife ad, the emphasis is on associating the brand with Ronaldo and his football success.

Types of influencers can range from nano influencers, who offer strong connections and high engagement with a niche audience, to mega influencers, who are typically celebrity figures with massive audiences. The size and engagement level of an influencer’s audience helps inform how to best utilise them in a marketing campaign.

Creators are defined by their content creation and are utilised for the production of original content that feels authentic and builds brand awareness. With creators, the focus is more on content that can be used for a wide-ranging audience across platforms, not only the built-in audience of the creator. Influencers function as tastemakers, while creators feel more like a typical customer (who just happens to have fabulous content skills).

For example, this video by @do.it.yourself.mum is a great example of using content creators in marketing. Rather than the focus being on the creator herself, the focus is on the product and how she is able to use it in creative ways.

What are the benefits of working with influencers and creators?

Creative content and skills

A major advantage of working with creators and influencers is that they are proven to be good at making content that strikes a chord and engages a digital audience. They provide a fresh perspective and creative skills to help you expand your audience and retain attention. According to Sprout, 26% of consumers think brands should take risks with their content and 38% think brands should prioritise original content—working with influencers and creators is an easy way to achieve this.
Influencers and creators can bring in unique ideas, showcase products in an innovative way, and provide a different perspective for customers to experience.

Audience connection and knowledge

Another benefit of influencers is their connection to and awareness of their audience. If you are looking to work with an influencer, it is because your product aligns with their audience. Influencers already know how to captivate this precise audience and create content that resonates. Rather than trying to reach a specific audience from scratch, working with influencers allows you to use your resources strategically for a higher likelihood of conversions.
Utilising influencers allows you to introduce new customers to your brand with credibility, as they have already built trust with their followers and can make marketing campaigns feel more personal. This enhances your brand’s reputation and boosts market awareness in your target demographics.

Local production and expertise

From an international perspective, an essential point of influencers and creators is that they provide local production and expertise in different locations throughout the world. If you are looking to expand your reach in a new area or grow an existing international audience, working with influencers based in that region provides invaluable insight and the capacity for local content without having to travel there yourself. This means less waste in the production of your creative assets—both economic and environmental.

Influencers and creators with a large audience from a specific geographic region can demonstrate an understanding of local culture, trends, and preferences, which better inform them to influence their opinions and shopping choices. Locals are experts in their region and can provide a feeling of authenticity that would otherwise take your brand tremendous time and work to build. Local influencers and creators can also clue you into social customs and norms to identify additional marketing opportunities and avoid faux pas.

Working with local influencers and creators gives you an opportunity to scale campaigns across the globe while ensuring relevance and impact in each market.

Today’s digital landscape moves fast, and influencers and content creators can offer more than just popular content. They provide strategic value for brands looking to expand internationally. This is essential for brands looking for content that will resonate across borders, as influencers and content creators can offer everything from producing engaging, original content to delivering hyper-local insights and trusted audience connections. Leveraging the creative talents and cultural fluency of these partners allows companies to boost their advertising performance and build lasting, authentic relationships with customers across the globe.