The term “influencer” is no longer foreign to media professionals and social media users. This is even a marketing strategy that the brand’s communication plans frequently mention. However, perhaps due to the popularity of influencers in the consumer (B2C) segment, the business (B2B) segment receives little attention.

In the B2B market alone, there are over 30,000 wholesale and retail units in 42 cities across Vietnam. Vietnam promises to become a potential land for the B2B sector as a result of policies implemented designed to promote business development following the pandemic. Still, influencing this target group’s purchasing decisions is a difficult process.

B2B and B2C Influencers: Similar and Distinct

We must clearly define what B2B influencer marketing is similar to and how it differs from B2C influencer marketing. The most common feature is the power of influencers’ opinions. Their comments, thoughts, and shares have an effect on a specific audience group, promoting a specific action.

Yet, B2C influencers are thought leaders with the ability to reach a large audience, whereas B2B influencers are subject matter experts. Regarding the source of influence, there is a clear distinction between B2C and B2B. B2C influencers can influence the audience. They want to connect with the influencer, whereas B2B influencers can influence the target audience because they are aware of and knowledgeable about a specific field.

This is evidenced by the fact that B2B companies want to sell their products to experts, who will seek expert knowledge from influencers rather than sympathize or connect with them. Therefore, B2B firms are primarily looking for influencers whose opinions are regarded as credible by the target audience and whose followers are found in channels that the target audience consumes. 

*The full-length article is published on EloQ Communications’ blog.