Despite their differences, business-to-consumer (B2C) and business-to-business (B2B) influencer marketing share several key similarities.
Both audiences seek value, with a strong emphasis on trust, credibility, and social proof. They are actively engaged online and respond well to relevant, high-quality content. Effective influencer marketing strategies for both segments leverage this content to address specific needs and interests, driving engagement and fostering meaningful connections.
This is all to say that the many successful tactics that work for B2C influencer marketers can work for those on the B2B side of things, too. Yes, the goals and audiences may differ but the fundamental principles behind these tactics — building trust, leveraging content, and engaging authentically — are always relevant. By digging into these B2C tactics and adapting them for B2B, we can uncover strategies that get results. Let’s take a look at seven popular B2C methods that can be optimized for B2B influencer marketing.
1. Content co-creation
- B2C: Influencers create content that authentically showcases the brand, often integrating the product into their daily life.
- B2B Adaptation: Co-create content that aligns with both the brand’s marketing goals and the influencer’s expertise and audience.
- The Stat: 40% of brands say creator and/or user-generated content was the most important part of their 2023 social media strategy. (Source: Wall Street Journal)
“What’s a faster way to connect with a target audience than building thought leadership from scratch? Working with influencers that already have authority and credibility with the target audience you want to reach.” – Lee Odden, Board Advisor, TopRank Marketing
2. Authentic storytelling
- B2C: Influencers share personal stories and experiences with a product to connect emotionally with their audience.
- B2B Adaptation: Humanize your brand by encouraging B2B thought leaders to share their professional journeys, challenges, and how your solution helped solve their specific problems. For best results, ensure the influencers in your selection pool have vast experience with your brand.
- The Stat: Conversions improve by 30% when brand-influencer posts focus on storytelling. (Source: Sprinklr)
3. Product demonstrations and reviews
- B2C: Influencers create captivating short-form videos to show products in action.
- B2B Adaptation: Because of their sometimes intangible traits (think software), showcasing a B2B product, service or solution takes special care. Rely on the influencer to share their POV on the offering, being sure to back it up with their industry expertise, the value proposition, their personal experience, and use cases.
- The Stat: 96% of B2B companies plan to use video product demos in their content marketing over the next year (Source: RIVIA.AI)
“Influencers showcasing the practical applications of B2B products or providing authentic reviews can significantly influence potential buyers. This type of content aids in decision-making and boosts product credibility.” – Neil Patel, Co-Founder, Neil Patel Digital
4. Event partnerships and live streaming
- B2C: Influencers often attend brand events and live-stream their experience to their followers.
- B2B Adaptation: Partner with influencers to live-stream industry events, conferences, or product launches. These types of activations not only increase your reach but also adds a layer of credibility when an industry expert endorses your brand.
- The Stat: 68% of B2B marketers found that having influencers attend and cover industry events significantly enhances brand visibility and generates quality leads. (Source: Influencer Marketing Hub)
5. Long-term partnerships
- B2C: Consumer-facing influencers form long-term relationships with brands, promoting products over a series of months or even years.
- B2B Adaptation: Turn your B2B influencers into brand ambassadors. Recurring content creation, thought leadership, and event appearances can build sustained credibility and trust over time.
- The Stat: 56% of CMOs interviewed believe that the best way to optimize the use of B2B influencer marketing campaigns is to “build long-term relationships that show true brand advocacy.” (Source: Warmly,)
“Influencer marketing in the B2B space cannot be focused on short-term tactics; it’s about building long-term relationships with key opinion leaders. These relationships can lead to ongoing collaborations, where influencers become advocates for your company.” – Rafael Schwarz, CRO, TERRITORY Influence
6. Leveraging niche platforms
- B2C: Influencers often engage with audiences on niche platforms like TikTok or Instagram, depending on where their audience is most active.
- B2B Adaptation: Identify and engage with influencers on niche platforms relevant to your industry, like TikTok, Instagram, Reddit, newsletters, and even Threads. These platforms might have smaller but more engaged and relevant audiences for B2B brands, allowing for more targeted influencer campaigns.
- The Stat: Instagram is the top platform for influencer marketing, with 80.8% of marketers planning to use it in 2024. (Source: Sprout)
7. Influencer-driven content series
- B2C: Creators develop multi-part series to keep their audience engaged and the brand on their radar.
- B2B Adaptation: Partner with influencers to develop a content series that explores different aspects of a relevant industry topic. Examples include blog posts, videos, or webinars that allow the influencer to provide insights on complex subjects over an extended period of time.
- The Stat: B2B buyers engage with 3-7 pieces of content before talking to a sales rep. (Source: Kurve)
“As brands, we need to 🛑 stop 🛑 building pay-per-post influencer campaigns.” – Justin Levy, Head of Social Media, Influencer Marketing and Community, ZoomInfo
Are you ready to unlock the potential of B2C strategies for your B2B organization? Our team of award-winning influencer marketing experts is here to help you every step of the way, from strategy development to execution. Contact us today.
