Influencer Videos: The New Gold Standard for B2B Tech Sales

Social video has emerged as the most trusted and compelling format for influencing B2B technology buyers. A LinkedIn survey revealed that nearly two-thirds of B2B tech buyers say short-form social videos from industry experts help inform their purchasing decisions.

This trend is pronounced among Gen Z buyers, who are significantly more likely to engage with B2B influencer content than any other generation. As more Gen Z buyers enter the workforce, influencer marketing will become even more critical for B2B companies.

The survey also found that a large majority of buyers who consume video content say that videos featuring industry influencers are among the most trusted formats. This suggests that KOLs can play a crucial role in building brand trust and creating awareness of different products and solutions.

Given the increasing importance of influencers in the B2B space, it’s not surprise that the global market for B2B influencer marketing has grown 20-fold since 2016. Three-quarters of B2B marketers have already used influencers, and more than half of the remaining companies surveyed are considering them.

Social video, particularly featuring industry influencers, is an essential tool for B2B companies. As the market for B2B influencers continues to grow, it’s clear that businesses that ignore this strategy will be at a disadvantage.

Norwich City FC and The Samaritans Break the Silence

Norwich City FC and The Samaritans teamed up to launch “1-minute unsilenced” at a live football match to mark World Mental Health Day this October. It highlights the heart-breaking statistic that by the end of the 90-minute match, another life is lost to suicide.

To raise awareness around this alarming statistic, fans were asked to break the silence around mental health before kick-off at a match between Norwich City and Hull City.

Unlike the standard one-minute silences observed to pay tribute to someone who has passed, fans at Carrow Road, and on social were encouraged to use the one-minute to speak up and check in on those around them.

Over 25,000 fans in the stadium took part, with Samaritans volunteers on standby in the stadium to offer support for those who needed it.

A 90’ second film called “Break the silence” highlights how starting a conversation could provide the foundation for someone reaching out for support with their mental health.

We’ll let the video speak for itself.  Ensure you have a hanky to hand…

PR Crisis: School Scraps Heating-Off Plan Amid Backlash

A County Durham school faced a backlash after announcing plans to turn off the heating all day for a “Blue Nose Day” energy-saving initiative. Despite the school’s initial justification that the event was designed to raise awareness of sustainability and reduce its carbon footprint, the backlash quickly escalated, forcing the school to reconsider its plans.

Parents expressed concerns about the potential health risks and negative impact on learning for students, particularly given the cold weather. Many argued that the school should prioritise the well-being of its students, especially those from disadvantaged backgrounds who may rely on the school for warmth.

The story highlights the consequences of poorly thought-out PR campaigns, even when the intentions are well-meaning. In this case, the school failed to adequately consider the negative impact of its plan and the importance of listening to parent feedback.

What Wolsingham School learnt from Blue Nose Day:

• Listen to your audience: Engaging with stakeholders is crucial for effective PR campaigns. Ignoring feedback can lead to negative consequences.
• Consider unintended consequences: Carefully evaluate the potential impact of initiatives, especially those related to health and safety. Even well-intentioned plans can have unintended negative consequences.
• Be prepared to adapt: Be flexible and willing to adjust plans based on feedback. Rigid adherence to a plan can lead to further damage if it’s not working.

OPINION: AI Influencers, a Double-Edged Sword?

The emergence of AI-generated influencers poses both opportunities and challenges for marketers. While digital personalities offer advantages, such as defying the laws of physics and creating visually stunning content, they can also raise ethical concerns and potentially undermine the authenticity of influencer marketing.

The appeal of traditional influencers lies in their ability to connect with audiences on a personal level. They share relatable stories, experiences, and perspectives that resonate with their followers. AI influencers, while capable of producing high-quality content, lack the same level of human authenticity and emotional connection.

Ethical Considerations

• Displacement of Real Creators: The growing popularity of AI influencers could lead to the displacement of real creators, who often struggle to make a sustainable living.
• False Representation of Diversity: AI influencers can be used to create a false sense of diversity within campaigns, potentially alienating real individuals from marginalised communities.

Leveraging AI Influencers Effectively

To maximise the benefits of AI influencers while mitigating the risks, marketers should:

• Use AI as a Complement, Not a Replacement: AI influencers can be a valuable addition to a campaign, but they should never replace real influencers.
• Prioritise Diversity and Authenticity: Ensure that campaigns featuring AI influencers also include real individuals from diverse backgrounds to maintain authenticity and avoid tokenisation.
• Embrace the Uncanny Valley: AI influencers’ qualities can be a source of novelty and engagement. Don’t be afraid to embrace the “uncanny valley” effect and have fun with their capabilities.

AI influencers are a new frontier that offer opportunities and challenges. By understanding the limitations of AI and prioritising human authenticity, marketers can leverage AI influencers to enhance a campaigns while maintaining ethical standards.

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