This in turn presents a perfect opportunity for brands to provide resources and value through influencers on YouTube to introduce new products or services. Media consumption habits have changed quite dramatically over the last few years, with one-third of internet users having watched a tutorial or how-to video every week this year so far.
YouTube is one of the most powerful marketing channels for brands in B2B and B2C, especially if it pertains to a very niche subject matter.įurther, brands are beginning to expand their SEO initiatives from solely digital on Google to social and digital SEO through YouTube. In the U.S., if someone were to search on YouTube for the phrases “financial projections” or “breakeven cost,” they’ll be greeted with Quickbooks tutorials.
INTUIT QUICKBOOKS TUTORIAL SERIES
Intuit Quickbooks launched a YouTube content series with influencers in the accounting niche as hosts, educating SMB audiences on accounting basics related to running and growing their businesses. Twitter offers brands a medium for higher output frequency without diluting their core messaging, and influencers play a role in amplifying that form of communication even further. More brands should take advantage of TikTok’s ability to gain higher user engagement per post by creating short, catchy videos that showcase their organizations’ culture, encouraging audiences to connect with their brands on a more personal level.Īmazon Web Services utilized influencers in the back-end developer niche to increase the awareness and utility of its tech stack, using tweets and retweets surrounding updates to its infrastructure. Creators generated humorous content about corporate work culture during the work-from-home period that was relatable to everyone living in a post-COVID world. Vimeo accelerated its lead generation through influencer marketing on TikTok by leveraging creators who speak to a broad corporate American audience. Let’s see how some B2B brands used these influencer platforms successfully. Influencer marketing is set to become a mainstream approach for B2B companies that are looking to tap into the power of social media and content marketing. The B2B influencer marketing vertical has the potential to generate $11.7 billion in revenue by the end of 2022, with more than 38% of B2B companies currently exploring influencer marketing as a new lead-generation avenue. And YouTube is oriented more toward education and skill development in long-form tutorials. TikTok, meanwhile, prioritizes content toward corporate culture, comedy and enterprise entertainment through short videos. For example, Linkedin and Twitter offer more content geared toward thought leadership and innovation, through articles, static posts or tweets.
Primarily, B2B influencers reside on four main platforms: Linkedin, Twitter, YouTube and TikTok, and each platform has a different style of content that supports different marketing functions.
In addition, B2B influencers streamline a brand’s ability to reach new audiences, thus increasing brand awareness and propelling a business’ positioning as an industry leader. That is still true to this day, but it has been expanded to include thought leaders leveraging their social-media following to influence corporate and small-to-medium-size audiences in purchasing new products or discovering new services. Historically, influencers in a B2B capacity were networkers who sat on boards across numerous firms, and streamlined introductions between different organizations. But the fact is, business-to-business influencers have been present in marketing for longer than their business-to-consumer counterparts and may be even more critical to the success of B2B brands. These days when people think of influencers, their thoughts immediately jump to TikTok or Instagram socialites, championing a variety of consumer products.