“These things, we were sold as something that was going to say: be careful, make a distinction between content creators and influencers in Dubai.” This Monday at France Inter, Seb la Frite in turn disassociated himself from a forum published the day before in the JDD. This was intended to alert the deputies before the vote on a law that regulates the work of influencers.
Others before him also distanced themselves from the words of the text, initiated by the Union of Influencers and Content Creators (UMICC). The federation itself regretted a bad perception of its platform, however signed by 150 influencers.
celebrity versus creativity
What it challenges is an argument that has emerged with several signatories taking a radical turn: the need to differentiate between content creators and influencers. Squeeze is one of them. The youtuber with 18 million subscribers explains: “Actually, this forum makes no distinction between content creators and influencers.”
But what are the nuances between these two categories among net personalities? IIM school media tried to point them out. According to this school specialized in digital professions, an influencer has an audience that follows him because he is famous or well-known. A content creator, on the other hand, gathers his own community through the posts he makes on platforms like YouTube, Instagram or Twitch.
However, influence is about working with brands to promote their products or their image. Thus, some content creators can be considered influencers. But if they insist so much on these nuances, it is because some of the influencers have been marked for several months.
Dropshipping in focus
On YouTube or Twitch, it is through the dissemination of advertising during videos or broadcasts that channels are paid. Added to this are subscriptions or donations made by people who want to support a creator. For influencers, the majority of income comes from partnerships with businesses that want to be promoted to a community. But recent weeks have seen a proliferation of cosmetic surgery promotion, online gambling and training scams.
To increase their income, some even turn to dropshipping. It consists of selling a product that is not owned, which is purchased from a supplier that is also in charge of distribution. This commercial practice, although legal, was specified by the consultation organized by Bercy in February to define the guidelines of the law that regulates the sector.
With the general public, influencers are usually people who have benefited from an aura of popularity through a stint on a reality TV show. When looking to be recognized as content creators, the goal is above all to highlight the work around the publication of videos, photos or the animation of broadcasts.
Source: BFM TV
