Good shout out on B2B influencer marketing - under the radar growth channel (i.e lower saturation and attractive economics right now). TikTok in particular seems to be fertile ground for creators building strong communities around “non-consumer” topics - everything from lead gen and marketing automation to software engineering and product management. I haven’t seen these types of creators thrive as much on Instagram, probably due to the “picture perfect” aesthetic of Instagram and a feed that is more social connections driven rather than algorithm broadcast content driven like TikTok.
Agreed that content driven algorithms a la tiktok pave the way for b2b creators getting discovered and the channel growing. Substack and Youtube are also solid b2b platforms. The trick can be finding the right professionals/influencers, as only tiktok really has a good creator marketplace for sourcing. Youtube is plugged into a lot of influencer marketing platforms but most of these tools are very consumer-focussed.
Good shout out on B2B influencer marketing - under the radar growth channel (i.e lower saturation and attractive economics right now). TikTok in particular seems to be fertile ground for creators building strong communities around “non-consumer” topics - everything from lead gen and marketing automation to software engineering and product management. I haven’t seen these types of creators thrive as much on Instagram, probably due to the “picture perfect” aesthetic of Instagram and a feed that is more social connections driven rather than algorithm broadcast content driven like TikTok.
Agreed that content driven algorithms a la tiktok pave the way for b2b creators getting discovered and the channel growing. Substack and Youtube are also solid b2b platforms. The trick can be finding the right professionals/influencers, as only tiktok really has a good creator marketplace for sourcing. Youtube is plugged into a lot of influencer marketing platforms but most of these tools are very consumer-focussed.