A new research by Onalytica, an influencer marketing software platform, shows that while brands are prioritizing social content for their business-to-business (B2B) influencer marketing strategies, influencers are increasingly engaging in dynamic and interactive brand collaborations, with a strong preference for speaking at in-person events and co-creating content.

This trend highlights a shift towards more immersive and substantive engagements, highlighting a deeper partnership between brands and influencers to attract audience attention across various platforms.

The 2024 B2B Influencer Marketing Report reveals that 76% of brand marketers prioritize social content, closely followed by video at 70%. However, influencers are most enthusiastic about speaking at in-person events (71%) and co-creating content in partnership with brands (67%).

These figures show a divergence in preferences for engagements, with influencers favoring direct interaction and immediate impact of live events, while brands emphasize digital content, including blogs and videos, to broaden reach and deepen engagement. This reflects strategic opportunities for brands to integrate live influencer engagements with digital content strategies, enhancing both their reach and relationship depth, the report says.

LinkedIn as the top channel

In 2024, the channel preferences of brands and influencers show strategic alignment. Brands and influencers rated LinkedIn as their top channel for 2024, highlighting the platform’s pivotal role in B2B influencer marketing. However, platforms like Instagram and YouTube continue to hold strong appeal, reflecting an ongoing trend towards visual and video-based content for engaging audiences.

However, divergence emerges on platforms like Reddit and Threads, where priorities vary significantly, indicating differences in audience engagement and platform suitability.

Data from Onalytica show a clear premium on B2B influencer tasks requiring personal interactions or significant preparation. Speaking at an in-person event costs an average of US$17,000, while authoring an ebook or whitepaper has an average price of US$10,000. Video content, especially long-form, also commands high fees, reflecting its importance and effectiveness in current marketing strategies. Long-form video as part of a series costs an average of US$8,000, the data show.

Towards deeper and more impactful collaborations

The outlook for B2B influencer marketing in 2024 is positive, with 50% of customers planning to invest more or significantly more in B2B influencer marketing this year as businesses increasingly recognize the nuanced value of influencer partnerships.

Onalytica expects companies to forge deeper, more impactful collaborations, emphasizing long-term relationships over one-off campaigns. This commitment underscores a strategic shift towards leveraging authentic voices to amplify brand presence and drive meaningful business outcomes, the report says.

B2B influencer marketing is a strategy where businesses collaborate with industry experts, thought leaders, and influential figures to promote their products, services, or brand to other businesses. This type of marketing leverages the trust, reach, and expertise of industry influencers to connect with targeted business audiences, build credibility, and drive engagement.

The influencer marketing industry is thriving. According to German data platform Statista, the global influencer marketing market is projected to reach US$22.2 billion by 2025, more than double what it was in 2020 (US$9.7 billion).

Research by Ogilvy, an advertising company, reveals that three-quarters of B2B decision-makers around the world currently use influencer marketing. Among those, more than 9 in 10 (93%) are planning to expand their use of influencers.

In the fintech sector, prominent influencers include Jim Marous, a financial industry strategist, co-publisher of The Financial Brand, and one of the most influential people in banking; Oliver Bussmann, a senior technology executive with 30+years of influential leadership with UBS, SAP, Allianz, Deutsche Bank, and IBM; Lex Sokolin, a New York and London entrepreneur with senior operating and board-level experience in blockchain, digital investing, and wealth management; and Efi Pylarinou, an independent fintech and blockchain advisor.

Featured image credit: edited from freepik