B2B Influencers: A New Frontier in Influencer Marketing
Billion Dollar Boy
The Creative Agency for the Influencer Age. Offices in London and New York.
LinkedIn is quickly becoming the place for content creators, and brands are taking note. In a digital age where consumer trust and engagement are paramount, B2B influencer marketing is a powerhouse.?The?sector is rapidly evolving and is projected to reach $52 billion by 2028. This growth presents a massive opportunity for brands to leverage influencer partnerships to drive business growth and build meaningful connections.?
To grasp the potential of B2B influencer marketing on LinkedIn, Billion Dollar Boy surveyed 500 US and UK creators. The findings paint a clear picture:
This shift is fuelled by LinkedIn’s impressive results for creator content. Creators report that B2B influencer marketing content achieves equivalent or higher engagement (42%) and more conversions (33%) than B2C influencer marketing content.
Consumers are embracing the shift, too, with 58% of LinkedIn users welcoming more creator content from brands. As users look for valuable insights, LinkedIn is an ideal platform for B2B influencers to share their expertise and for brands to engage an informed audience.
It's not just creators who are making moves. Founders are becoming influencers for their businesses, like Steven Bartlett, who has established himself as a leading business influencer, built from a strong social presence and the popularity of his podcast, The Diary of a CEO.??
Plus, many creators are also becoming founders. LinkedIn offers this growing pool of creator entrepreneurs an important platform to profile their business, educate audiences and attract investment.?
The rise of creators on LinkedIn is more than a trend; it’s a shift in how we consume and value professional content. For brands in the B2B space, this is a pivotal moment. Those who leverage the expertise and influence of B2B influencers will be well-positioned to thrive in a changing digital landscape.
Insights by: Christopher Douglas, Senior Manager of Strategy, Billion Dollar Boy
What's Trending
Chicken Shop Date
Have you seen the latest Chicken Shop Date episode? The one where Amelia Dimoldenberg finally dated?Andrew Garfield? Course you have! It’s dominated our feeds and inspired plenty of spin-off content too.
The episode saw the pair flirting, which made some of the world's largest corporations?get involved in the conversation — from big box store Target to major airline United. AT&T — the United States' third largest wireless service provider — even joked that they 'know a strong connection when we see one.'
“I Love Your Daughter”
The TikTok “I Love Your Daughter” trend draws from a comic scene in 2000s TV series Gilmore Girls, where the character, Kirk Gleason, awkwardly declares his love and performs obscure?dance moves to impress his girlfriend’s father.
A user-created edit of this scene, paired with Olly Alexander’s song “Breathe,” sparked a viral trend where people showcase goofy dance moves, often mimicking Kirk’s awkwardness. Celebrities like RuPaul and Brian Jordan Alvarez have?joined in. With over 130,000 videos, the trend is filling TikTok’s For You pages, becoming a fun way for users to show off moves and?unusual talents.
Don’t Wait
Another TikTok dance craze has users grooving to the Yeah Yeah Yeahs’ song “Maps,” freezing in place each time the singer says “wait” in the chorus. Fashion brands have been among the first movers to take a creative spin on the trend. Take Artizia, who showcased an animated version of one of its trench coats doing the viral dance, with the caption encouraging viewers to explore their coat collection in-store saying “don’t wait”.
Creator Moves a Minute
Sam’s Club, a member-only warehouse chain, has launched its first influencer collaboration. Edited by Remi is a 26-piece, size-inclusive clothing collection designed with TikTok creator Remi Bader, known for advocating body positivity.
Priced under $30, the collection features sizes from XS to 6X, responding to the demand for affordable, quality clothing in a range of sizes. The partnership has driven strong online traffic and membership sign-ups, with many Gen Z and millennial shoppers joining Sam’s Club to purchase items. Sam’s Club aims to leverage this trend toward a younger, more digitally savvy customer base as it competes with rivals like Costco.
Brought to You by BDB
Billion Dollar Boy is a global creator company that builds brands at scale. Curious for more?insights into the creator economy? Connect with us on social!
Influencer Marketing Strategist | Helping B2B SaaS Brands Connect with Influential Voices to Drive Growth | Speaker & Trainer | Founder of 551 Media LLC
3 周It's funny that you say it's a new frontier because some of us have been doing this for years (since 2010). So, I guess for some of you it is new. Yes, I agree that LinkedIn has helped, but as so often is the case, many marketers only think in terms of social media and not the other platforms out there for content. Think beyond it. Include podcasts, blogs, articles (LinkedIn and elsewhere), YouTube, and radio (yes, radio).