Busting the B2B influencer myth

When you hear 'influencer', what springs to mind? Tik-Tokkers dancing to trending music for their Gen Z fans? Instagrammers describing their shopping haul via paid partnerships?

Influencer content is great for B2C (Business to Customer) and lifestyle brands. But that doesn't mean that B2B (Business to Business) companies can't use influencer marketing.

Influencer relationships are mutually beneficial for everyone involved. It helps brands gain further exposure to new audiences. Meanwhile, the influencer furthers their brand by spreading useful content to their audiences.

Depending on the consistency of posting, influencers can sit somewhere between loyal customers to paid brand ambassadors.

But for some B2B companies, influencers are left at the bottom of the marketing barrel. It's time to change some common misconceptions about this. Influencer marketing isn’t just for viral dance trends or beauty brands. B2B companies can - and should - use influencers to expand their reach, establish authority, and connect with the right audience

Let's bust some myths about influencer marketing:

1. They have to be active on TikTok
2. Your influencer has to have thousands of followers
3. Your target audience has to be Gen Z
4. Your influencer has to directly promote or sell your product

Myth 1: They have to be active on TikTok

TikTok has taken the influencer world by storm. It's a watering hole of influencer content for lifestyle brands selling popular products.

But TikTok is just a platform that was popularised by the use of influencers because that's where their audiences are. Like everything with content marketing, it just depends on where your buyer persona is.

The truth:

A B2B influencer is effective in your audience circles. Industry conversations take place on LinkedIn, and in conferences.

Myth 2: They must have thousands of followers

B2C influencers might have to hit a certain amount of followers for the spread of content to be effective and for the relationship to be worthwhile. But for a B2B, influencers don't necessarily need thousands of followers for an effective outreach.

The truth:

It's all about what value other businesses could bring to yours. If your influencer's audiences are high-value audiences, it's quality over quantity.

Myth 3: Your target audience has to be Gen Z to use influencers

Typically, Gen Z are the most 'influenced' audience because they've consumed digital marketing their whole life (whereas millennials are just a bit older to remember a time before we were inundated with screens). This effectiveness of influencer marketing for Gen Z audiences has driven mass popularity towards Gen Z brands and using influencers.

The Truth:

However, influencer marketing for B2Bs doesn't have to target Gen Z but the principle is still the same. Using influencer relationships to 'influence' business owners is all about finding professionals in the field.

Myth 4: Influencers have to directly sell or promote your product

Influencer posts often come labelled with a 'sponsored' 'ad' or 'paid partnership' caption. Whereas B2C influencers might advertise a brand relevant to their lifestyle, a B2B influencer might target actual advice towards other industry professionals.

The Truth:

Instead, influencers might endorse your brand by highlighting one of your values, or business processes. You could have the same sustainability goals, for example. It's not necessarily to sell, but rather to raise awareness and start conversations.

Using influencers as a B2B

Using influencers as a B2B isn't too far away from Insta-famous influencers that we normally see promoting a B2C.

The principle is the same, it just looks a bit different and flows differently.

B2B influencing isn't exactly networking, but it's not exactly a partnership either. Instead, it lies somewhere in the middle, catching names that crop up within your industry circles that can give your B2B brand awareness.

It establishes a business's position within the industry, and what it stands for.

Who is your influencer?

So who is your influencer? Is it someone who has a breakthrough idea in your industry? A pioneer? A creator? A director? Perhaps your product is very relevant to their niche.

B2B influencers are born from networking.

Look at relevant industry circles such as networks, LinkedIn, conferences, and networking events. Perhaps there's a shared mutual interest or an alignment of goals? It's all about choosing an influencer who is credible - someone who fits your ethics and values as a company.

Collaborative growth and benefits

Just like B2C influencers, a B2B and professional could lead to some effective and productive collaboration.

The benefits of B2B influencers:

• Has potential for partnership
• Improved brand reputation
• Increases brand awareness around other networks

Think of B2B influencer marketing as networking with impact. By aligning with industry leaders, you're not just making connections - you're building authority and driving meaningful growth.