Amy Lanzi

We didn't really need big influential when we were just looking for a couple of influencers. I will give an example, an old example, when I worked on a confectionery business and we were looking for mom bloggers, okay? That's old. This is old school, yeah. This is old school. Those were influencers. They were very influential in helping moms figure out lots of things.

So now influencers are, I think, is an overused term because it, to me, is someone that's a little bit more well-known. You might be able to find them. They might actually have someone that's representing them, for example, versus the creators that you follow on your For Your Page and I follow that we're not going to find unless we're deep inside of a tech system like influential.

So now influencers are, I think, is an overused term because it, to me, is someone that's a little bit more well-known. You might be able to find them. They might actually have someone that's representing them, for example, versus the creators that you follow on your For Your Page and I follow that we're not going to find unless we're deep inside of a tech system like influential.

So now influencers are, I think, is an overused term because it, to me, is someone that's a little bit more well-known. You might be able to find them. They might actually have someone that's representing them, for example, versus the creators that you follow on your For Your Page and I follow that we're not going to find unless we're deep inside of a tech system like influential.

In my mind, yes. I mean, when we talk to clients and sort that, and they say we, and even clients, it's very open now, right? Everyone is saying, in fact, a lot of the creative pitches we have are really social pitches. They're just not calling them that. And sometimes they'll ask a PR agency because they're looking for influencers, but they're actually looking for creators.

In my mind, yes. I mean, when we talk to clients and sort that, and they say we, and even clients, it's very open now, right? Everyone is saying, in fact, a lot of the creative pitches we have are really social pitches. They're just not calling them that. And sometimes they'll ask a PR agency because they're looking for influencers, but they're actually looking for creators.

In my mind, yes. I mean, when we talk to clients and sort that, and they say we, and even clients, it's very open now, right? Everyone is saying, in fact, a lot of the creative pitches we have are really social pitches. They're just not calling them that. And sometimes they'll ask a PR agency because they're looking for influencers, but they're actually looking for creators.

But because it's through the PR lens, they're used to the influencer language. So for us, we talk to clients about like, what type of creator are you looking for? Is this a new person? Is it someone that's really deeply into a sub-community? Like this is a Croc story that's very important to them. Versus is it someone that, you know, look at Emma Chamberlain. She was a creator on YouTube.

But because it's through the PR lens, they're used to the influencer language. So for us, we talk to clients about like, what type of creator are you looking for? Is this a new person? Is it someone that's really deeply into a sub-community? Like this is a Croc story that's very important to them. Versus is it someone that, you know, look at Emma Chamberlain. She was a creator on YouTube.

But because it's through the PR lens, they're used to the influencer language. So for us, we talk to clients about like, what type of creator are you looking for? Is this a new person? Is it someone that's really deeply into a sub-community? Like this is a Croc story that's very important to them. Versus is it someone that, you know, look at Emma Chamberlain. She was a creator on YouTube.

And now she's more of an influencer. She is someone that's sponsored by a beauty brand. So she has gone through that sort of life cycle. So when we talk to clients, we're like, what are we doing with them first? And then that'll help you land which of those areas you sort. But this is, you know, it's a pretty gray area, to be honest, on the use of those words.

And now she's more of an influencer. She is someone that's sponsored by a beauty brand. So she has gone through that sort of life cycle. So when we talk to clients, we're like, what are we doing with them first? And then that'll help you land which of those areas you sort. But this is, you know, it's a pretty gray area, to be honest, on the use of those words.

And now she's more of an influencer. She is someone that's sponsored by a beauty brand. So she has gone through that sort of life cycle. So when we talk to clients, we're like, what are we doing with them first? And then that'll help you land which of those areas you sort. But this is, you know, it's a pretty gray area, to be honest, on the use of those words.

They're used interchangeably, I would say, in the market and with clients.

They're used interchangeably, I would say, in the market and with clients.

They're used interchangeably, I would say, in the market and with clients.

Interestingly, we did something with Crocs that is right in this, which is the social team found something that influencers made on YouTube in either 2006 or 2007, and some creators remade it. Okay, so just think about that. So I think, and it was an adage and whatever, but I think it's an interesting thing to look at the difference.

Interestingly, we did something with Crocs that is right in this, which is the social team found something that influencers made on YouTube in either 2006 or 2007, and some creators remade it. Okay, so just think about that. So I think, and it was an adage and whatever, but I think it's an interesting thing to look at the difference.

Interestingly, we did something with Crocs that is right in this, which is the social team found something that influencers made on YouTube in either 2006 or 2007, and some creators remade it. Okay, so just think about that. So I think, and it was an adage and whatever, but I think it's an interesting thing to look at the difference.

And I would say that there's probably some, so I don't know this, but there's probably something like, no, I'm not an influencer, I'm a creator. Which, you know, influencer also feels a little bit like you're maybe working for the man a little bit too, right? And just the lingua franca, but that's me. I don't know, I'm guessing. But I think your call is right. Well, you're the money.