MUMBAI: Let’s get one thing straight, not everyone with a camera and an audience is a creator.

Over the past few years, brands have gone all-in on influencer marketing, pumping money into campaigns focusing on numbers, views, likes, and reach. But they’ve forgotten the essence of content creation somewhere along the way. The obsession with influencers has overshadowed the people who genuinely create, the ones who make content that audiences connect with.

At Creators Network, we didn’t just pick the word Creator for the sake of it. We genuinely believe in the art of content, not just the commerce behind it. If you’re good at your craft, money follows as a by-product. But if you start with just the commercial intent, chances are you’ll struggle to build real trust.

The Difference Between a Creator and an Influencer

It’s simple.

Influencers exist because of their audience. Their primary goal is to maintain engagement, grow numbers, and (let’s be real) sell products. And honestly? There’s nothing wrong with that, it’s a legit marketing model. But let’s call it what it is: a sales funnel in human form.

Creators, on the other hand, exist even without an audience. Their focus isn’t on “how do I sell this?” it’s “how do I make something I love?” And when you love what you do, an audience naturally follows. That’s why creators build communities, while influencers build followers.

Selling vs. Using – Why Gen Z Can See Through the BS

Here’s the thing: Gen Z is the most ad-resistant generation ever.
They don’t want to be told what to buy. They want to see how something fits into their life. Instead of “Here’s why this shampoo is the best,” they prefer “This shampoo saved me from a bad hair day before my date.” 

See the difference?

And that’s exactly why creators work better for long-term brand relationships. When a creator genuinely uses a product, it doesn’t feel like an ad. It feels like a recommendation from a friend.

A great example:  Kusha Kapila. You’ve seen her brand collabs, they never feel like she’s selling something to you. They feel like an extension of her content, a natural part of the world she’s built. And because of that, people watch them instead of skipping through.

Or take Bhuvan Bam. If he endorses a product, it doesn’t feel forced, because it’s seamlessly woven into his storytelling. He doesn’t push a brand, he makes it a part of his world. And that’s why it works.

Brands Need to Think Long-Term, Not Just Viral

Right now, most brands are still chasing short-term virality instead of long-term trust. They’ll work with an influencer for one campaign, squeeze out some impressions, and move on to the next. But the best brands, the ones that get it, invest in creators.

Instead of thinking, “Who can get us one million views this week?” they think, “Who can represent our brand for the next three years?”

Few brands have already started doing this, though. They choose long-term creator partnerships over one-off influencer deals because, ultimately, influence fades, but trust compounds over time.

So, Who Should Brands Work With?

It’s not about influencers vs. creators. It’s about short-term vs. long-term thinking. If you need quick clicks, sure, go with an influencer. But if you want brand advocacy that lasts, invest in a creator. Always  ask yourself:
“Do we want an influencer for today or a creator for the future?”

Your answer will define your brand’s story.

Himanshu Arora is the  founder & CEO, Creators Network & BookYourCreator. The views expressed in this column are entirely the author's and indiantelevision.com need not subscribe to them.