From product placement to thought leadership – the evolution of influencer marketing

Influencer marketing has become an indispensable part of the diverse marketing world. Whether you are a small start-up or a large corporation, working with influencers not only makes sense in terms of reaching a broad target group, but also creates credibility and authenticity.

How influencer marketing builds trust

Influencer marketing is a form of digital marketing that has rapidly developed in recent years. Influencer marketing harnesses the power of social credibility by using people with influential voices on social media or other platforms to talk about brands, products or services. This method goes far beyond traditional advertising because it is based on the trust that exists between the influencer and their audience.

A key element for success is the careful selection of influencers who not only have a large reach but also a high engagement rate and high relevance to the brand's target audience. By authentically presenting products in their everyday lives, influencers can create a deeper and more meaningful connection between consumers and brands.

Typically active on platforms such as Instagram, YouTube, TikTok, Twitch or LinkedIn, influencers are considered opinion leaders in specific niches or broader markets.

B2B influencers: expertise and credibility are the keys to success

Contrary to popular belief, influencer marketing is not limited to the B2C sector, but is also conquering the B2B cosmos.

Although influencer marketing in a B2B context is more subtle and relies more on expertise and credibility than popularity, influencers are very successful on platforms such as LinkedIn. This is because the effectiveness of B2B influencers lies in their ability to make complex topics understandable and provide valuable industry insights. This often includes detailed case studies, technical analysis and informed forecasts of market trends. This form of marketing is particularly effective in niche markets where specialised knowledge and experience are highly valued. Companies that use B2B influencer marketing often work with their influencers on a long-term basis to develop a stronger and more authentic relationship as brand ambassadors.

The business platform LinkedIn, in particular, is a central tool for B2B influencers. Here, professionals can share their knowledge and stimulate discussions that delve deep into their area of expertise. By working with recognised industry professionals, brands can strengthen their own reputation and position themselves as leading voices in their industry. This not only leads to more visibility, but also to more trust and ultimately to more business success.

Thought leadership: the new paradigm in influencer marketing

Thought leadership is the new paradigm that will play a central role in companies' marketing strategies and has the potential to both expand and redefine the term “influencer”.

Thought leaders are people who not only pass on information, but also share valuable perspectives and in-depth knowledge in their field of expertise. Their expertise and the trust they enjoy in their network make them particularly valuable. Thought leadership goes beyond classic influencer marketing. It's not about the number of followers or a brand's visibility. It's about being a trusted voice - someone who inspires and guides.

Dorie Clark, for example, is a prime example of what thought leadership can look like. She is a keynote speaker, marketing strategist, and executive coach, and teaches at Duke University's Fuqua School of Business. Dorie regularly writes for the Harvard Business Review and helps executives develop. She also publishes weekly newsletters with advice on how to overcome challenges in the business world. With 339,184 followers on LinkedIn, she is one of the most influential thought leaders.

Contrary to what one might expect, however, not everyone who has a huge following is always successful. In German-speaking countries, Fabian Walter is known as Steuerfabi and is also active as a thought leader on LinkedIn with almost 30,000 followers. As a tax expert, he provides his followers with up-to-date tax knowledge and sheds light on the German tax jungle. Although he has over a million followers on other social media channels, the business network LinkedIn remains one of the most important platforms for him to position himself as a tax expert with his specialist knowledge.

The shift towards thought leadership shows that content that requires deeper expertise offers greater added value – for both the audience and the brands, because the days of pure product placement without added value are over.

You can find more exciting topics from the world of adesso in our blog posts published so far.

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