With around 3 billion monthly active users on Facebook and 2 billion on Instagram, it’s clear that social media has become deeply embedded in everyday life. Meanwhile, online juggernauts TikTok and YouTube command equally staggering numbers, with 1.6 billion and 2.5 billion users, respectively.
Across platforms, users scroll for different reasons—but many are drawn by a shared presence: that of KOLs, influencers, and creators. These digital personalities drive engagement, pull in massive followings, and inevitably attract the attention of brands and advertisers.
Still, the terms themselves—KOL, influencer, creator—are often used interchangeably, which can lead to confusion. To help untangle the differences, we asked PR and marketing professionals, along with seasoned content creators, to break down what sets these roles apart and help us discern their nuances.
Spot the Differences
More than just buzzwords, KOLs, influencers, and creators each have unique roles that are beneficial for the PR and marketing landscape. Here, let’s dive into their similarities and differences:
“KOLs are well-versed in a particular industry or niche, and have created a career around being experts in that certain field.”—Harmony Adiao-Carrillo, PR and marketing communications strategist
Key Opinion Leaders (KOLs)
As the name suggests, a key opinion leader or KOL is a thought leader recognized for their expertise in a specific field. Because of their deep knowledge and credibility, they are often sought after as trusted voices or resource persons on their subject matter.
“KOLs are well-versed in a particular industry or niche, and have created a career around being experts in that certain field,” explains Harmony Adiao-Carrillo, a PR and marketing communications strategist. “When a brand engages a KOL, it’s usually for an intimate forum, an internal workshop, a media engagement, or, if public, a brand launch where expert, technical insights would be valuable,” she adds.
With many KOLs also gaining traction online, it may be easy to assume that KOLs are automatically influencers.
But KOLs don’t necessarily have or depend on a social media following to possess influence. Rather, they’ve built their authority and reputation on credibility, accolades, and years of experience. In the beauty space, in particular, some of the best examples of KOLs include dermatologists, beauty editors, and makeup artists. The likes of celebrity dermatologist Dr. Vicki Belo (@victoria_belo) and makeup artist Jigs Mayuga (@jigsmayuga) come to mind.
“KOLs don’t primarily rely on social media to make themselves known,” Adiao-Carrillo points out. “Yes, some KOLs may have turned influencer, having built a following or a community on socials, or have fans of their podcast/video series, but they’re experts whether or not any digital audience knows it.”
Influencers
The key attribute that sets influencers apart from KOLs and creators is that they largely rely on their social media following to be called such. Having a dedicated community of fans or patrons, they can sway their audience to try a product, support a cause, or join a trend.
Take beauty influencers like TikTok stars Marj Maroket (@marjmaroket) and Teree Daisuke (@tereedaisuke), for example. Many turn to them for makeup or skincare recommendations. A single post on their TikTok or Instagram accounts can easily catapult a product to bestseller status thanks to their reach and credibility with their followers.
“Influencers gain this status usually for their popularity and wide reach on social media,” notes Lei D. Sison, Senior Regional Marketing Manager for APAC, Aleph.
“They’re primarily social media figures,” echoes Adiao-Carrillo. “Content is their driving force; relatability, their currency. They’ll have their niches or a suite of topics they prefer to talk about and influence their audience towards.” That said, influencers make great brand ambassadors—especially for companies looking to amplify visibility and tap into broader markets. Through authentic, experience-based content, they encourage audiences to try a product or service not as experts talking down, but as peers sharing something they genuinely enjoy.
Creators
Like influencers, creators use various online platforms to share original content. They come from diverse backgrounds—ranging from lifestyle and entertainment to academia and the arts—and produce content in formats such as skits, tutorials, vlogs, songs, or podcasts. But unlike influencers, they may or may not be as popular. Some may be new to the content space, while others may have been creating for years.
“Creators are also social media figures in a sense, but their following matters less,” clarifies Adiao-Carrillo. “What matters the most is their approach to content creation, specifically the way they collaborate with brands for brand-aligned, quality output.”
Sison adds, “Content creators [can be] disruptors because they have the ability to present a product or service to an audience in a uniquely creative way.”
When brands work with creators, they typically pay them to develop content that highlights a product or service—using their own storytelling style and voice. “All in all, they’re creating with the brand in mind, so they’re more flexible and not tied down to, say, a specific niche or to serve a particular audience,” adds Adiao-Carrillo.
Where They Overlap—and Where They Don’t
While KOLs, influencers, and creators each have distinct traits, these roles can easily intersect. One person can be all three—or just one.
In many cases, both influencers and KOLs begin as creators. An example: Omni Amisola-Larrosa and Bryce Larrosa, the married duo behind #TheClingyFam (@omniandbryce), who started vlogging in 2017 with a focus on family life. Since then, they’ve landed brand deals and been featured on parenting websites. Today, they have over 56,000 followers on Facebook, 20,200 YouTube subscribers, 21,000 followers on Instagram, and 85,400 followers on TikTok. “We consider ourselves a mix of all three (KOL/influencer/creator), but we’re more like storytellers,” they share. “Our content is based on our life experiences.”
Their content—which often draws from over a decade of marriage and hands-on parenting—has earned them credibility as KOLs in the family space. Beyond just sharing relatable stories, they also influence purchase decisions by talking about products they personally use and trust.
On the other hand, creators can also be influencers but not a KOL. They might have a large following and the power to sway opinions, but not the specialized expertise that defines a KOL. Still, their relatability can be a major strength.
“Lifestyle influencers, for instance, focus on content that showcases the ways products, services, and experiences add to the way we enjoy life,” says Adiao-Carrillo. “If I were a brand, I wouldn’t invite them to delve into, say, the science behind certain skincare. [Instead,] I’d love to hear how a product worked for them based on their personal experience.”
“If brands want to venture on social media to ride on viral moments and trends, content creators and influencers can deliver,” notes Sison.
Meanwhile, some creators don’t necessarily create content to influence purchase decisions. A creator uploading leather craft tutorials, for instance, may simply just want to share his technical know-how. If that creator also brings years of hands-on experience and credibility, they could very well be considered a KOL—even if they don’t label themselves as one.
Likewise, KOLs may also want to leverage their credibility, expertise, and reputation to become influencers. They may also wish to create content with or without the allure of brand promotion deals.
One, Two, or All Three?
With all the potential overlaps between the roles of KOLs, influencers, and creators, it can be challenging for PR and marketing professionals to determine the best choice for their campaign. Here are some key considerations:
When the goal is to reach a broad audience and drive sales, brands may turn to influencers—or influencer-KOL hybrids—who’ve built large, engaged communities.
If a brand is after a more relatable, non-hard-sell approach, creators are often the ideal choice. “They’re the go-tos for content like ‘POVs’ and ‘A Day In The Life’ and ‘Almost Forgot This Is The Point’, over content that explains what a product or service might be,” Adiao-Carrillo explains. “If a brand likes their content creation style, the creators provide input on the concept, storyboard, and production process to bring the brand’s voice, message, or campaign to life.”
On the other hand, when the goal is to reach a broad audience and drive sales, brands may turn to influencers—or influencer-KOL hybrids—who’ve built large, engaged communities. “Influencers are the best at bringing a more human, more relatable (and more consumer-centric) angle to what could otherwise be too technical,” Adiao-Carrillo says. “They answer most consumers’ burning question: ‘What’s in it for me?’”
Ultimately, each role—KOL, influencer, or creator—comes with its own strengths and limitations. This is why it’s crucial for PR and marketing practitioners to clearly define their campaign objectives and choose the right partner accordingly.
“It is crucial for brands to first know their audience to determine which of the three would work best for achieving their goals,” Sison advises. “Knowing your audience will also impact your decision on what platform to use.”
