What is the difference between a B2B influencer and a B2C influencer?
B2C influencer marketing is often associated with celebrities and social media stars with big followings on platforms like Instagram and TikTok. They are often chosen by brands to drive quick sales.
B2B influencer marketing takes a more considered approach. Because of the typically more “corporate” nature of the B2B sector, B2B influencer marketing leans into industry experts and thought leaders, chosen for their authority amongst the target audience. They may be journalists, analysts or well-known industry speakers, and their endorsement is invaluable to B2B brands looking to build credibility within the B2B industry.
These differences between B2C and B2B influencers are reflected in their content type. B2C content is often fun and creative, with the aim of building engagement. B2B marketing content strategies tend to be more formal and designed to provide insights – focusing on white papers, eBooks and webinars.
Whilst B2C influencer marketing has been mainstream for many years, B2B marketing is now gaining momentum, too. In 2023, 85% of B2B marketers incorporated brand influencers into their campaigns – an increase of 34% from 20201.