Fintech
B2B influencer marketing moves towards more interactive and engaging collaborations – Fintech Switzerland Digital Finance News
Of Fintechnews Switzerland
June 10, 2024
New research from Onalytica, an influencer marketing software platform, shows that as brands prioritize social content for their business-to-business (B2B) influencer marketing strategies, influencers are increasingly engaging in dynamic brand collaborations and interactive, with a strong preference for speaking at in-person events and co-creating content.
This trend highlights a shift towards more engaging and substantive engagements, highlighting a deeper partnership between brands and influencers to capture audience attention across various platforms.
The 2024 B2B Influencer Marketing Report reveals that 76% of brand marketers prioritize social content, followed closely by video at 70%. However, influencers are most enthusiastic about speaking at live events (71%) and co-creating content in collaboration with brands (67%).
Influencer Marketing Tactics for 2024, Source: 2024 B2B Influencer Marketing Report, Onalytica
How influencers are planning collaboration in 2024, Source: 2024 B2B Influencer Marketing Report, Onalytica
These figures show a divergence in preferences for engagement, with influencers preferring direct interaction and the immediate impact of live events, while brands emphasize digital content, including blogs and videos, to broaden reach and deepen the involvement. This reflects strategic opportunities for brands to integrate live influencer engagement with digital content strategies, improving both their reach and depth of relationships, the report says.
LinkedIn as the primary 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 vital role in B2B influencer marketing. However, platforms such as Instagram and YouTube continue to hold strong appeal, reflecting an ongoing trend towards visual content and video to engage audiences.
However, divergences emerge on platforms like Reddit and Threads, where priorities vary significantly, indicating differences in audience engagement and platform suitability.
Brand and influencer channel priorities, Source: B2B Influencer Marketing Report 2024, Onalytica
Onalytica data shows a clear premium for B2B influencer businesses that require personal interactions or significant preparation. Speaking at an in-person event costs an average of $17,000, while creating an ebook or whitepaper has an average price of $10,000. Video content, especially long-form content, also commands high fees, reflecting its importance and effectiveness in current marketing strategies. According to the data, long-form videos as part of a series cost an average of $8,000.
Investments in B2B influencers, Source: B2B Influencer Marketing Report 2024, Onalytica
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 companies increasingly recognize the nuanced value of influencer partnerships .
Onalytica expects companies to create deeper, more impactful collaborations, emphasizing long-term relationships over one-off campaigns. This commitment highlights a strategic shift toward leveraging authentic voices to amplify brand presence and drive meaningful business results, the report says.
B2B influencer marketing is a strategy in which companies partner with industry experts, thought leaders and influential figures to promote their products, services or brands to other companies. This type of marketing leverages the trust, reach and experience of industry influencers to connect with targeted business audiences, build credibility and drive engagement.
The influencer marketing industry is thriving. According to the German data platform Statista, the global influencer marketing market is projected reach $22.2 billion by 2025, more than double that of 2020 ($9.7 billion).
Research by Ogilvy, an advertising company, reveals that three-quarters of B2B decision makers worldwide currently use influencer marketing. Among these, more than 9 in 10 (93%) are planning to expand their use of influencers.
There are prominent influencers in the fintech sector Jim Marousfinancial industry strategist, co-publisher of The Financial Brand, and one of the most influential people in banking; Oliver Busmannsenior technology executive with over 30 years of influential leadership at UBS, SAP, Allianz, Deutsche Bank and IBM; Lex Sokolin, a New York and London-based entrepreneur with senior operational and board-level experience in blockchain, digital investing and wealth management; AND Efi Pylarinouan independent fintech and blockchain consultant.
Featured image credit: Edited by freepik
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