Picture an influencer marketing campaign and it’s likely a B2C campaign will come to mind featuring someone with a lot of social media followers encouraging people to purchase the latest products.
But influencers aren’t just for the consumer world; they’re making waves in the B2B domain too. And businesses need to pay attention or risk being left behind with outdated, stale strategies.
Leading influencer marketing resource Influencer Marketing Hub estimates there are 4.8 billion social media users worldwide. Due to its success in aiding business growth, the influencer marketing industry is expected to be worth $24 billion by the end of 2026.
Given these impressive numbers, it’s no surprise that more companies are testing working with influencers from a B2B angle. Tapping into this booming industry can be hugely lucrative if it’s done right, giving brands the potential to broaden their audience and increase their bottom line.
What Works – and What Doesn’t
Global tech company IBM recently worked with B2B influencers across LinkedIn, TikTok, Instagram and YouTube Shorts to produce informative video content aimed at C-Suite decision-makers, promoting Granite, its purpose-built AI Large Language Model. The campaign was a huge success, achieving around 43 million impressions and over nine million engagements.
Meanwhile, content agency The Content Studio ran an interview series, “The Cutting Room”, with B2B marketing leaders and influencers about how they work with brands, getting an insight into the tricks of the trade from both an educational and entertainment point of view.
The key is to work with relevant influencers, and to keep the content informative but engaging. Remember, business leaders and stakeholders are human too, and they don’t want to watch boring content.
Businesses that opt for gimmicks, inauthentic partnerships with influencers who are not aligned with their values, or unoriginal, uninformative content are setting themselves up to fail.
B2B vs B2C – the Same But Different
At its core, influencer marketing is about building trust, authority and relationships. This is true for both B2B and B2C.
Audiences turn to influencers when they are seeking genuine advice, authentic opinions and a fresh point of view, Influencers are particularly effective for reaching audiences that have become disengaged or sceptical of traditional advertising.
While the aim is the same, the key point to remember is that the audience is different – B2C is all about the consumer, while B2B is about engaging corporate buyers. This means that B2B companies need to take a slightly different approach when utilizing influencers.
Leading social media management platform Sprout Social notes that while B2C sales cycles are typically short, direct paths to purchase, B2B sales cycles tend to be longer, more complex, and involve multiple decision-makers. B2B influencer marketing is about being in it for the long haul – taking the time to build relationships, create a more receptive and engaged audience, and showcase knowledge and expertise. Buyers in charge of such important decisions need someone they can trust.
Choosing a Platform
LinkedIn reports that 71% of professionals use the platform to inform business decisions, meaning LinkedIn users are a great audience to target with business-focused, educational influencer content.
LinkedIn is the most obvious choice when it comes to B2B influencing, as it’s a platform solely dedicated to professionals, where messaging is more likely to reach key stakeholders. But this isn’t the only option.
Platforms including TikTok, YouTube and Instagram are all popular in the B2B world. Business commerce platform Shopify currently has 1.2 million followers on TikTok, focusing on motivational content for entrepreneurs, while design platform Canva has 2.4 million followers on Instagram, where it provides insights and tips for creators.
Video content is thriving thanks to its ability to allow influencers to speak directly to their audience, helping them build more meaningful connections and showcase their expertise.
B2B influencer marketing is about tapping into these genuine audience connections in a way that feels authentic, not sales driven. Those in the business world will see through anything that feels like a gimmick straight away.
Developing Partnerships
Given the longer-term nature of the B2B sales process, it makes sense that B2B influencer marketing is most effective when it’s focused on long-term business partnerships and building industry authority.
It takes time and effort to influence top decision makers in business, and this must be reflected in the influencer strategy. Working with content creators who already have credibility in the industry is a good place to start, and working with the right influencer means access to an audience who trust their recommendations.
But this doesn’t necessarily mean they must have a huge number of followers. Nano influencers – those with 1,000 to 10,000 followers – often have deep knowledge of their subject matter, as well as close relationships with their audience. This is a great combination, demonstrating to the audience that they can be trusted.
B2B companies should work with influencers in their field on more than just a one-off post. This is unlikely to leave a lasting impression when so many companies are competing for business.
Instead, aim to develop a true partnership that embraces the influencer as a real extension of the brand. Collaborate on a series of videos showcasing the product or service; give them time to develop a genuine opinion to share with their audience; or even bring them in-house to act as a consultant on upcoming launches or developments.
Moving Offline
While influencers are based online, increasing numbers are embracing offline opportunities to engage with their audience. From live podcast recordings, workshops, speaking opportunities or in-person events, there is a wide range of options for both influencers and businesses alike to tap into. These kinds of events work perfectly for B2B companies looking to utilize influencers, as they offer opportunities to create engaging, informative content that is shared directly with the target audience.
Take leading content marketing platform SEMRush, which invited industry influencers to a weekend retreat in London to focus on collaboration and content creation. Giving the influencers the opportunity to connect and explore meant moving the focus away from explicitly promoting a product or service, instead leaning into the lifestyle angle of trying something new.
B2B influencer marketing doesn’t need to be stuffy. When done right, it helps humanize the business.
Embracing Influencers
B2B companies have a lot to gain from working with influencers, and the results can be hugely rewarding.
Considering how to really engage audiences will give businesses the best chance at success when it comes to working with content creators. Tapping into their audience in a genuine way is key. And don’t forget, business leaders want informative content, but they’re human, so keep it engaging.
A smart B2B influencer strategy may be just what sets the most successful businesses apart from the rest in a competitive market. Don’t overlook how powerful B2B influencers can be – they’re not just for the consumer world.
