Influencer usage is one of the fastest-growing market segments in advertising, and it is expected to grow by almost 900% in the last 6 years. One of the most overlooked aspects of influencer marketing has been its ability to impact B2B transactions. American Express has been a big winner in the influencer B2B market as their campaigns—#ShopSmallStories and Love My Store—leveraged influencers to expand their audience. There are some tips for entering B2B-specific campaigns with influencers. The first is audience awareness is even more important because it’s so much different than traditional retail space. Additionally, brands should test campaigns with different combinations of influencers, creativity, and platform in order to build the brand. It also might be worth reaching out to an influencer agency for larger B2B campaigns.
