This edited extract is from B2B Influencer Marketing by Nick Bennett ©2024 and is reproduced and adapted with permission from Kogan Page Ltd.
Just a few years ago, B2B influencer marketing was a niche concept, reserved for selective people. Well, those days are long gone!
Today, the landscape is buzzing with activity, as brands and creators alike embrace the power of collaboration to reach targeted audiences and achieve their goals.
But what does the future hold for this dynamic field? Buckle up because we’re about to embark on a journey into the crystal ball to see what trends are shaping the future of B2B influencer marketing.
Predictions For The Future: What Lies Ahead In B2B Influencer Marketing
Let’s peer into the future and explore some of the exciting trends that are likely to shape the B2B influencer marketing landscape.
The Rise Of Interactive Content
Forget passive consumption – the future belongs to interactive content.
Imagine engaging your target audience with quizzes, polls, and assessments – or taking them on virtual tours and product demonstrations through VR and AR technology.
Interactive content promises a deeper level of engagement and knowledge retention, making it a powerful tool for B2B brands.
Beyond Sponsored Posts
Collaboration in the B2B influencer marketing space is about to go beyond the traditional sponsored post.
Long-term partnerships will allow brands and creators to build trust and develop deeper relationships, resulting in more authentic and impactful campaigns.
Additionally, we’ll see the emergence of new collaborative formats, such as co-created content and exclusive access to influencer communities, fostering a more collaborative and mutually beneficial environment.
LinkedInfluencers Take Off
While Instagram and TikTok have long dominated the influencer marketing scene, LinkedIn is quietly emerging as a powerhouse platform for B2B brands.
With its professional audience and focus on business-related content, LinkedIn presents a perfect opportunity to connect with industry leaders, decision-makers, and potential partners.
Imagine collaborating with a renowned LinkedIn influencer to share your brand’s expertise and thought leadership, reaching a highly targeted audience of potential customers. Who wouldn’t want that?
AI Takes The Wheel
Gone are the days of relying solely on human influencers. AI-powered bots are rising to the forefront, offering unparalleled opportunities for personalized engagement and content delivery.
Think of a virtual spokesperson, perfectly tailored to your brand voice and values, interacting with your audience in real-time and answering their questions with uncanny accuracy.
This new breed of influencers promises a future where brand messaging resonates with each individual, fostering deeper connections and amplifying your brand’s reach.
Multi-Platform Nomads
Consumers today are like nomadic tribes, constantly exploring the diverse landscapes of various social media platforms.
To reach them, we must become multi-platform cartographers, charting a course that encompasses the unique features of each digital territory.
We need to identify and collaborate with creators who hold sway over these ever-evolving communities, ensuring that your message reaches the right audience at the right time.
Affiliate Programs
Historically, the realms of marketing and sales have remained distinct entities. However, in the dynamic world of B2B influencer marketing, they are converging, forging a collaborative spirit that benefits both brands and influencers alike.
Affiliate programs act as treasure maps, leading brands to new audiences and potential customers.
Influencers, in turn, become trusted guides on this journey, promoting your offerings and sharing the spoils of success.
Immersive Brand Experiences
Virtual and augmented reality are no longer just science fiction – they’re becoming integral parts of the B2B marketing landscape.
Imagine immersing your target audience in virtual product demos, taking them on guided tours of your facilities, or even hosting interactive workshops and training sessions.
VR and AR offer unparalleled opportunities to create immersive and engaging experiences that resonate deeply with your audience.
TikTok Takes Center Stage
TikTok has transcended its initial hype, evolving into a powerful platform for B2B brands seeking to connect with younger audiences.
Its unique format of short, engaging videos offers a compelling opportunity to capture attention and deliver impactful messages in a quick and concise manner.
Imagine creating captivating narratives that unfold within seconds, leaving a lasting impression on potential customers and propelling your brand to the forefront of their minds.