Influencers - what’s the big deal?
- victoria095
- Apr 16
- 2 min read
PR and communication teams around the world work with influencers as part of their PR, brand awareness and marketing strategy. But why should brands look to use influencers? Here’s a breakdown of why using influencers can be so effective:
1. Trust & Credibility
Influencers have built strong relationships with their followers. When they recommend a product, it feels like a friend’s suggestion—not a paid ad. That trust boosts the credibility of the brand.
2. Targeted Reach
Brands can collaborate with influencers who already speak to their ideal audience—whether that’s fashion lovers, fitness fanatics, tech geeks, or young parents. It’s like skipping the line and getting straight to the people who actually care.
3. Authentic Storytelling
Influencers don’t just post ads—they tell stories. They can integrate a brand into their lifestyle content in a way that feels natural and engaging, making the message stick.
4. Higher Engagement
Influencer content tends to get more likes, shares, and comments than brand-created content, especially on platforms like Instagram, TikTok, and YouTube.
5. Cost-Effective (Sometimes!)
Especially with micro-influencers, you can get high ROI without spending as much as you would on a traditional media buy. Plus, you can test and iterate quickly.
6. Social Proof
Seeing real people (not actors) use a product creates FOMO and trust. It signals that the brand is not only popular, but also respected in certain communities.
7. Boosts Other Marketing Efforts
Influencer content can be repurposed for ads, websites, or email marketing—multiplying its value and adding a human touch across the funnel.
So it’s clear that influencers offer a unique mix of reach, trust, and authenticity that traditional advertising often lacks, but what if you work to attract a b2b audience? Influencers still matter, they just look a little different.
🧠 What Do B2B Influencers Look Like?
In B2B, influencers aren't usually lifestyle content creators. They're:
Industry experts
Thought leaders
Authors, speakers, and consultants
Niche YouTubers, LinkedIn creators, or podcasters
Well-respected professionals with specialized knowledge
So when you think of B2B influencers, think LinkedIn posts, webinars, podcast interviews, whitepapers, conference talks, or YouTube tutorials.
If you would like to find out more about influencers and how to incorporate them into your PR and communication strategy, let’s talk or look at our case studies for more information of successes we’ve had.
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