We compare the ultrafast dynamics of the spin reorientation transition in the orthoferrite Sm_{0.7}Er_{0.3}FeO_{3} following two different pumping mechanisms. Intense few-cycle pulses in the midinfrared selectively excite either the f-f electronic transition of Sm^{3+} or optical phonons. With phonon pumping, a finite time delay exists for the spin reorientation, reflecting the energy transfer between the lattice and 4f system. In contrast, an instantaneous response is found for resonant f-f excitation. This suggests that 4f electronic pumping can directly alter the magnetic anisotropy due to the modification of 4f-3d exchange at femtosecond timescales, without involving lattice thermalization.