?? Marketers go B2B with creators

Issue #331

When I started our agency Click2View we didn’t set out to be B2B focused, more we gravitated towards it. I think mainly because we were better, and happier, creating for a more clearly defined audience. That’s the beauty of B2B as opposed to the glamour of B2C. LinkedIn is evolving nicely at the moment into a more creator friendly place to reach B2B audiences. There’s still a lot of tone-deaf nonsense posted there but the team at LinkedIn is focusing on giving prominence to better quality content on the site. Even long-form posts, are getting higher ranking these days based on dwell time. A 400-word post might become the new normal - as long as it is well written. Happy Thursday, Simon.

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Is LinkedIn the next creator playground?

A new report has found 60% of creators are planning on expanding their presence on LinkedIn in the next 12 months. Why? Well, 42% of respondents claim their B2B content receives more engagement than their B2C efforts. With 30% finding this type of content creation more lucrative, they’re following the money. Fortunately the audience is happy with this move as 58% reportedly enjoy creator content. It certainly beats the earnest, cringy posts about work.

Can creators help B2B marketing?

While creators are looking towards LinkedIn, B2B marketers themselves are reporting some issues. A new report has found that 58% of B2B marketers find their content strategy as just "moderately effective”. The issue appears to be no clear goals, no scalable model for content creation and a lack of internal resources. Could outside creators help B2B marketers find direction and purpose?

Mass eXit after US election results

Trump’s recent victory has resulted in a flood of new sign-ups to X (Twitter) alternatives. Bluesky saw 700,000 new users in the week following the election. Threads reached 275 million users this month, up from 200 million in August. It’s feared X will become a (bigger) home for far right activism and misinformation. It’s not clear whether this means Bluesky and Threads will be more left leaning but creators need to understand the audience for each platform. For those wanting to move to Bluesky you can do it now and bring your followers with you.

Cool Tools

When it comes to professional gear, we need to acknowledge that there’s no one camera that’s perfect for all purposes. But if you’re looking to step your Youtube game up , we think this article helps decision-making a bit by breaking down the best cameras across different price points. Also read for considerations about key features of the cameras for Youtube content creation, such as image stabilisation, autofocus capabilities, and 4K recording.

Hot Tips

What defines the purpose of your content? This article by a travel influencer coming to terms with the “fake, clout chasing” stereotypes of her work gave me great insight about how connection remains the primary motivation for the things we put out for others to see. And not just in terms of connecting with other people, because I think it’s especially beautiful how connection with the self seems to have some payoff when these memories of ours allow us to track our personal development.?

Viral Hits

The ‘Suspect Run’ is a viral trend on Instagram and TikTok is inspired by the dramatic way police chase after a suspect, often accompanied by a description of the person they're pursuing. In the trend, people humorously imitate the chase, but instead of describing an actual suspect, they reveal quirky or embarrassing traits about someone else (usually a friend or themselves) that aren’t widely known. It's a fun, light-hearted way to roast someone or share funny, hidden truths while acting out a police chase!

Stuff from us

We recently created this 3-Point Perspective report with Barclays about Japan’s rapidly evolving financial landscape. Most notably, it documents Japan's intriguing shift away from its longstanding negative interest rate policy, a significant development that sets it apart from other major economies. Take a look at how our combination of charts and effective typography deliver emphasis on the most important pulses to keep your finger on.

Happy Thursday

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This week’s newsletter was written by Tim Colman and Simon Kearney , and edited by Andre Howson . Gifs produced by Mkay Yap.