B2B Influencer Marketing
5 min to read

The Main Differences Between B2C & B2B Influencers

Let's spot the 7 main differences between a B2C & a B2B influencer!

June 18, 2024
Justine Castany

Do you know the game of "spot the differences" ?

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When looking at all influencers, here are the 7 main differences we see:

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πŸ“ Content
🎯 Audience Size
πŸ—£οΈ Language and Tone
🫢🏼 Audience Relationship
πŸ€‘ Audience Purchase Motivations
πŸ’° Purchase/Sales Cycle
πŸ“² Communication Channels

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1- Content πŸ“

B2C: Engage and entertain a broad audience.

  • Entertaining
  • Inspiring
  • Informative
  • Trendy

β†’ Short & impactful

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B2B: Establish credibility and provide practical knowledge.

  • Expertise
  • Advice
  • Market trends
  • Problem-solving solutions

β†’ Value & service

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2- Audience Size 🎯

There are fewer professionals than consumers, so:

B2C: Large target as they address the general public.

B2B: Smaller target composed of specific professionals or companies.

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3- Language & Tone πŸ—£οΈ

B2C: Simple & Accessible language

Tone:

  • Familiar
  • Emotional
  • Humorous

β†’ Addresses the general public

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B2B: Technical & Specific language

Tone:

  • Formal
  • Professional
  • Informative

β†’ Addresses professionals in their field

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4- Audience Relationship 🫢🏼

B2C: Personal & emotional

β†’ Trust & Loyalty

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B2B: Professional & informative

β†’ Frequent, in-depth interactions based on specialized topics

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5- Audience Purchase Motivations πŸ€‘

B2C: Based on Emotion and Desire.

  • Trends
  • Personal satisfaction
  • Aesthetic appeal
  • Promotions

β†’ Personal aspiration & identification

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B2B: Based on Reason and Logic.

  • ROI
  • Quality
  • Efficiency
  • Specific needs

β†’ Concrete & measurable benefits

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6- Purchase/Sales Cycle πŸ’°

B2C: Short & Impulsive

  • Immediate need
  • Promotions
  • Trends

β†’ Quick and immediate purchase incentive

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B2B: Long & Complex

  • Multiple steps
  • Thorough research
  • Internal consultations
  • Product demos
  • Negotiations

β†’ Decision-making processes & budget justifications

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7- Communication Channels πŸ“²

B2C: Aim to reach a broad audience

  • Instagram
  • TikTok
  • YouTube
  • Personal blogs

β†’ Visual and engaging content

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B2B: Aim to reach a professional and specialized audience

  • LinkedIn
  • Blogs
  • Podcasts
  • Newsletters
  • Webinars

β†’ Detailed and educational information

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To be clear, in both B2C and B2B influence, there are no fixed rules. Everyone does what they want.

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The key is to find the most effective and authentic way to convey content to the desired audience.

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For that, it's important to see what others are doing and what works best.

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If you want to launch an influencer marketing campaign, research the creators, posts, formats, and trends that are popular in your sector.

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With Favikon tracking, it won't even take you 2 minutes!

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About the author

Justine Castany

Justine Castany, a student at ESSEC Business School and currently working at Favikon, shines with her love for marketing and dedication to communications. As a dynamic young professional, she serves as Marketing Manager at Favikon, where she brings her expertise to craft and execute cutting-edge strategies. With her creativity and keen eye for trends, Justine stands out in communicating brand messages effectively and making waves on social media.

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