Rob Lawson | The Ascent of Social Influencer Marketing
Influencer 2

The Ascent of Social Influencer Marketing

The Ascent of Social Influencer Marketing

Many of us cheered when stories emerged of ‘Angry Hotel Owners Refusing Influencer Free Accommodation’ and ‘Luxury Dublin hotel bans all social media influencer’ and from the same story ‘A hotel has banned YouTubers and Instagram stars - after a 22-year-old YouTuber asked for a five-night free stay and broke down in tears when she was bluntly refused’. I thought – about time, this self-entitled generation needs to go and do some real work!

When the term influencer first emerged; we associated it with huge celebrities or “internet celebs” with millions or hundreds of thousands of followers (Instagram, Youtube & Facebook). They mention your product and sales go through the roof. But now, companies are turning to people with a smaller social media following to leverage as influencers and reach a targeted audience with a voice they trust.

The 22 year old’s audience would certainly not align with the Luxury Hotel’s customer base.

So how do smaller businesses use influencer marketing. On the trust side – get lots of 5 star reviews on Google and Facebook to start with. What influencer of value wants to deal with a company that does not have a solid reputation? Do some research in your niche, Google Trends is handy. Find influencers who align with your brand.

Note:- I have also included some references at the end of this article.

Influencer marketing has evolved into to become more personalised. As it becomes more authentic, 92 percent of people trust other consumer recommendations over corporate advertising (get your reputation management sorted out). For this reason, marketers from a leading gaming company launched their highly successful influencer marketing campaign #Superlord on the social video app TikTok, which took Germany by storm:

Further, a mediakix study predicts that the ad spend for influencer marketing could reach $10 billion by next year. It’s clear that influencer marketing is here to stay.

Influencer marketing budgets are increasing. Nano-influencers are growing more popular as influencer tiers evolve. Brands and influencers are cracking down on fake bots/followers. Influencers are launching product collaborations with brand partners. In the same way Celebrity endorsements via TV in the past have gone well and in some cases – not so well, influencer marketing requires alignment between the personality and the brand.

According to the World Federation of Advertisers, 65% of multinational brands will increase influencer marketing spending in the next 12 months and there’s good reason for increased confidence: The 2019 Content Preferences Survey from DGR reports 95% of respondents favor credible content from industry influencers as a top preference, a 30% increase compared year over year.

5 Influencer Trends

  • Micro AND Macro influencers
  • Centralizing Influencer Operations
  • Always On Influencer Engagement
  • Focus on Quality vs. Quantity Metrics
  • Influencer Marketing Software Investment

Influencers are not just for B2C, B2B marketers can get excellent returns if they engage the right influencer for their niche.

Brandividal Media – Many professional influencers operate their own media or networks of multiple influencers with media and distribution channels – more will start doing this and compete with traditional digital media. Influencers with complementary domain expertise and networks that combine forces can offer a B2B brand the reach of a major publication but with the credibility and trust of respected influencers.

More Engaging Content Formats – B2B is evolving from boring to bold through video, interactive and Virtual Reality / Augmented Reality content. That trend will continue with influencers creating and co-creating these formats with B2B brands.

Influencer Tech Integration with other Martech (Marketing Technology) – Influencer identification, engagement and measurement technology will increasingly become integrated with cloud marketing platforms. As B2B brands mature in their influencer marketing practices, the need for integration will increase. Influence is an important part of the brand experience, so why not make it easier to connect and grow influence for the brand by making it easier to connect with other marketing technologies?

Consumerisation of B2B Influencers and Content – Business users of software have come to expect a consumer like experience and this same set of expectations is transferring over into how business influencers create content and engage with audiences. A simple example of this is the rise of LinkedIn video creators.

Whether you’re tired of or wired for “influencer marketing”, make no mistake: The growth of influence on individual and organizational effectiveness in the B2B marketing space will continue for the next few years at least.


Influencer marketing has been prominent in the Business to Consumer space with Celebrity Influencers leading the way. I have noticed some Business to Business influencer activity this year – mostly in the US with high profile marketers endorsing software applications. I therefore attempted to cove the B2B side in this article. In Australia, some of my retail clients have experimented and one in particular has developed a great system to ranking influencers and has linked this to compensation.

This is a growing trend and we should look out for opportunities in our own niches in 2020.

Influencer Market Places founded by Aussie Jules Lund

Note:- At this time of year there are many Trends / Predictions for next year. I found 37 which I think are worth highlighting – rather than give them one or 2 lines, I have decided to write a series of blog posts to explain them in more detail. In some cases like this one – I will only cover the one trend, in other I will combine several – since the explanation make more sense this way. I hope you find the content useful, as always feedback is welcome.