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B2B Marketing Humanisation Thought Leadership

The Rise of Influencer Brands and What B2B Marketers Can Learn From It

Have you noticed how social media has changed the way we do marketing? One of the most interesting developments in recent years is the rise of influencer brands. These are brands that are built around a person with a charismatic personality and a large following, and they have become incredibly popular all over the world. In this post, we’ll take a closer look at why influencer brands are so effective and discuss how B2B brands can learn from them to improve their own marketing strategies. 

The Personal Connection 

One of the cornerstones of influencer brand success lies in their ability to establish a personal connection with their audience. Unlike traditional brands, influencers share not only products but also personal stories and experiences, creating a genuine and relatable connection. 

According to a study by Influencer Marketing Hub, 63% of consumers trust influencers more than brands, emphasising the power of personal connections in driving trust. 

Case in point, Hailey Bieber, an American model, has built a devoted following and launched her skincare brand Rhode by showcasing her skincare routine on her social media accounts and sharing her favourite skincare products, fostering a sense of trust and camaraderie. 

The Power of Social Media 

 Social media acts as a powerful catalyst for the rise of influencer brands. Platforms like LinkedIn, Instagram, TikTok, and YouTube provide influencers with unprecedented reach and engagement, enabling them to connect with audiences on a global scale. 

With over 1 billion members globally, LinkedIn stands out as an influential platform for professional networking and B2B engagement, making it an increasingly popular choice for impactful influencer marketing collaborations (Source: LinkedIn). 

These platforms have become virtual stages where influencers showcase their lives, talents, and, crucially, the products and services they endorse. 

The Authenticity Advantage 

Authenticity holds great value in the world of influencer branding. Influencers who are transparent about their lives, successes, and even failures create a more genuine connection with their audience. They leverage their stories and make their brand even more memorable to their target audience.  

A survey by Stackla found that 86% of consumers believe authenticity is important when deciding which brands to support.

By embracing vulnerability and authenticity, influencers stand out in a crowded digital landscape and resonate more deeply with their followers. Those who relate to the influencer are more likely to purchase from the influencer brand due to shared values and beliefs.  

Trendsetting and Cultural Influence 

Influencers are not just product endorsers; they are trendsetters and cultural influencers. Their unique ability to shape and reflect cultural trends contributes to the magnetic pull of influencer brands. 

According to a report by Edelman, 63% of consumers trust influencers’ opinions about brands more than what the brands say about themselves.

From fashion to technology, influencers play a pivotal role in steering industry trends and influencing consumer behaviours. 

Building Communities 

Influencer brands are not just about products; they’re about community. Successful influencers go beyond a transactional relationship, fostering a sense of belonging among their followers. 

According to a study by Hootsuite, user-generated content has a 28% higher engagement rate than standard brand posts.

Through engagement strategies, such as polls, Q&A sessions, and challenges, influencers transform their brand into a community hub, strengthening the bond with their audience. 

Learning for B2B: Humanising Brands and Embracing Authenticity 

Have you ever noticed how influencer brands seem to have a certain charm that draws people in? Well, it turns out that B2B marketing can learn a lot from them. These days, it’s all about making human connections, and B2B companies can do that by highlighting the people behind the corporate image.  

Trust is built on authenticity, so it’s essential to be transparent in communication. By using influencer-inspired tactics, B2B brands can make a name for themselves on social media, show their authentic side, set industry trends, and create communities that will help them stand out in the crowded B2B market.  

Need help humanising your B2B content? Get in touch with our team and find out how we can help you. 

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