Thinkers360 Announces Release of 2022 B2B Influencer Marketing Outlook Research
Key findings include speaking and webinars on the rise, holistic metrics over social media metrics when gauging expertise and measuring ROI, as well as increasing use of specialist communities.
DALLAS (Thinkers360) December 10, 2021
Thinkers360, the world’s premier B2B thought leader and influencer community, today announced the release of it’s 2022 B2B Influencer Marketing Outlook Research Report. The purpose of the research was to better understand current and future trends with regard to B2B influencer marketing content creator and content consumer perspectives and their plans for 2022.
The primary research survey was conducted between October 24th and December 8th 2021 among Thinkers360 Members as well as among other creators and consumers of B2B influencer marketing content.
Key findings from the study include:
Consumers of B2B Influencer Marketing Content (Current State)
- Relevance and Engagement are Key Attributes – Relevance (98%), engagement (96%) and impact (93%) are the key attributes of world-class influencer content. *Rated as extremely important or very important attributes of influencer content
- Aiding Decision Making – 73% see influencer content as either extremely important or very important for “aiding decision making”
- Authors, Speakers and Analysts are Natural Influencers – Primary sources of influencer content include social media influencers (44%), authors (41%), speakers (38%) and analysts (37%)
Creators of B2B Influencer Marketing Content (Current State)
- Today’s Influencers Identify with Multiple Personas – Influencer content creators cited social media influencers (54%), consultants (52%), entrepreneurs (52%), authors (48%) and speakers (46%) as the personas they most identify with
- Focus is Key – Over 68% of B2B influencers typically work with 10 brands or less per year, with just 13% working with more than 20
- In B2B, Holistic Metrics beat Social Media Metrics – “Holistic metrics (across all content)” were cited by over 1.5x as many B2B influencers as the most effective measures and metrics, when measuring results and ROI with brands, compared to “social media metrics”
Creators of B2B Influencer Marketing Content (Plans for 2022)
- Specialist Communities up 5% over Last Year – Social media (81%) and specialist communities (67%) are again tip of the spear for disseminating influencer content in 2022. *What are the primary outlets for the influencer content you plan to distribute in 2022?
- Speaking and Webinars On the Rise – Speaking (74%) and webinars (61%) were up 14% and 16% over last year’s study among primary formats for influencer content creation in 2022
- Leading with Content – Articles & blogs (83%), social media (75%) and speaking (74%) are the primary formats for influencer content production in 2022
The complete report, including extensive analysis and interpretation, is now available to Thinkers360 members at the Pro Plan level and above.
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