Top 5 Trends: What to Expect in B2B Influencer Marketing in 2020

Much like social media, influencer marketing is ever-evolving and challenging marketers to think outside the box to find ways to creatively partner with and activate influencers. Identifying forward-thinking ways to partner with influencers is not a nice to have – it’s the key to driving greater results and bringing value to your marketing programs. These trends are what you can expect to see in the near future for brand and influencer partnerships:    


1- Innovative and Forward-Thinking Content Formats

Interactive videos, Visual Reality (VR), Augmented Reality (AR), Artificial Intelligence (AI) and other interactive content formats are evolving and are no longer thought of as business lingo but more common and part of many everyday routines. There is a huge opportunity for marketers to work with influencers who will create and co-create these formats with their brand. 


2- More Audio and Video Content by Influencers

With in-person events being canceled or pushed to 2021, partnering with influencers on video and audio content is a no-brainer. Research shows that 53% of Americans have listened to at least one podcast and 98% prefer video content over any other form. When it comes to audio and video content, it is typically catered to an audience that is highly engaged and willing to listen or view these long-form content types. That being said, brands making use of these content formats are sure to have a rewarding partnership in 2020. 


3- Employees as Influencers

A huge trend that is becoming more and more prevalent is the idea of using employees as influencers. By doing this, your brand not only has control over how campaigns are run, but it also allows an increased bond with employees that raises brand awareness overall. There is also an opportunity here to use an employee and pair them with an outside thought leader to tell a genuine and authentic story in the form of video interviews, Twitter chats, webinars, etc.


4- Consumerization of B2B Influencers and Content

At the end of the day, whether you’re in the B2B space or the B2C space, you are marketing to people. Working with Influencers to create content that blurs the lines of traditional B2B style content opens the door to give business users a consumer-like experience. The content created should be easy to access and mobile-friendly, for example, the use of video and audio content. 


5- Influencer Experience Management

Brands that work with their influencers in a way that feels like a partnership will go a long way. Instead of treating the influencer relationship as merely transactional, work with them to see what types of content they like to create, what resonates with their audience, and how you can co-create content that aligns with their goals and preferences. The influencers that you partner with should serve as evangelists and brand advocates for your brand which can only be achieved through clear influencer management. 


Elevating and maximizing influencer partnerships is going to be key in 2020. Since influencer marketing is critical to maintaining the bond between brands and their consumers, making sure that the content that they create is standing out amongst the rest is most important. These trends are a great way to begin brainstorming ideas around what your future campaigns and engagements could look like.  


Ready to jumpstart or take your influencer marketing program to the next level? Get in touch – we’re here to help!