In the wake of AI headlines and digital chaos, a quieter revolution is brewing in marketing circles ... one with massive upside for mid-size B2B industrials who are nimble enough to see it. Influencer marketing … often dismissed as a Gen Z fashion fad … is quietly becoming the most potent force in marketing.
And here’s the thing ... it’s just getting started.
Why It Matters to Mid-Size Industrial Businesses
Look, I get it. The word "influencer" makes most industrial marketers recoil. You’re picturing lip-syncing kids on TikTok or self-absorbed lifestyle vloggers. But that's yesterday's headline. Today, influencer marketing is about trust. And trust is the one thing our customers crave and our marketing often lacks.
Traditional advertising? It’s on life support. The numbers don't lie:
- A recent WPP forecast shows that ad revenue from creator-driven platforms like YouTube, TikTok, and Instagram will surpass all traditional media ad revenue combined in 2025.
- Creator-led advertising revenue is set to grow 20% this year and double again by 2030.
- Meanwhile, 54% of marketers plan to cut traditional ad spending.
This is not a trend ... it’s a sea change.
And for agile, mid-size B2Bs who still think influence is for "those other guys," it’s a wide-open field.
Trust: The Core of Influence
Steve Jobs nailed it: "A brand is trust."
But trust in advertising has cratered. According to Edelman's Trust Barometer, consumer trust in advertising has dropped from 50% to 30% over the last 15 years. That's not a dip. That's a nosedive.
So where do buyers turn?
To people. Friends. Peers. And yes, influencers.
You see, influencers aren’t just walking billboards. They’re trusted friends in a digital world where real connection is rare. They bring familiarity, relatability, and a steady presence. And those attributes? They’re priceless in B2B.
The Psychology That Powers Influencer Marketing
Here’s where things get interesting. Influencers thrive because of something called a parasocial relationship. It’s a one-sided connection people form with media personalities. Think nightly news anchors like Walter Cronkite back in the day. But on steroids.
Today’s influencers invite their audience into their lives. Their bad days. Their wins. Their routines. Over time, that presence breeds trust. And trust breeds influence.
People are more likely to buy based on an influencer’s recommendation than from a brand or even a celebrity. Why? Because it feels real. It feels earned. It’s not slick or forced. It’s human.
Let me bottom-line this for you ... advertising lacks trust. Influencers live and breathe it. That’s the difference.
AI Is Fueling, Not Fighting, Influencer Marketing
Here’s the twist no one talks about: AI isn’t going to kill influencer marketing. It’s going to supercharge it.
Why? Because in an age of deepfakes, misinformation, and AI-generated everything, the market will gravitate to real human voices. Verified. Authentic. Relatable.
Influencers are the antidote to AI noise. They cut through the clutter with a face, a voice, and a consistent message. The more AI floods the zone, the more we will rely on trusted humans to make sense of it all.
Plus, influencers themselves are building empires. They’re launching products, businesses, entire media platforms. In many cases, they’re the competition now. That passionate 17-year-old on TikTok or Linkedin? She might be your next competitor ... or your next partner.
Local Influence: The Hidden Goldmine for Mid-Size B2Bs
Here’s where mid-size B2Bs get a real edge.
Recent studies show that local influencers often outperform their global counterparts. Why? Cultural relevance. Community ties. Genuine connection. It’s influence with context.
This is your B2B industrial lane.
You don’t need Mr. Beast. You need the respected technician who leads safety seminars. The engineer who runs a popular LinkedIn newsletter. The plant manager with 20 years of industry credibility. These are your influencers. And they’re usually under the radar.
Align with them. Support them. Equip them. And let them do what they do best: influence with integrity.
Industrial Buyers Are People Too
Too many B2B marketers act like their buyers lose all human instinct the moment they walk into a factory. Newsflash: they don’t.
They scroll. They binge. They follow. They engage. The lines between personal and professional are blurred.
A LinkedIn post from a respected voice in their industry? Many times that holds more sway than your latest brochure.
That 90-second testimonial video from a local expert? Way more compelling than your catalog PDF.
What You Should Be Doing Now
- Identify Micro-Influencers in your vertical or sphere. Not celebrities ... practitioners. Engineers. Operators. Thought leaders. Start local and expand out.
- Nurture Authentic Partnerships. Don’t just throw cash. Share your mission. Align your values. Build something that lasts.
- Get acquitted with AI. AI can super charge this whole process. Start with taking some webinars from one of my Partners, White Beard Strategies
- Equip Influencers with Story-Driven Content. Think less product pitch, more problem-solving narrative.
- Measure Trust, Not Just Reach. Track engagement, sentiment, conversion. Influence is more than impressions.
- Work on Your Own Personal Brand. You want to be AI-proof? Build trust. Show up. Speak with conviction. Lead.
Final Word
We are entering an era where trust is the only true differentiator. Mid-size B2Bs who understand this ... who lean into real human influence ... will outmaneuver competitors clinging to stale ad models.
The age of influencer marketing isn’t for someone else. It’s for you.
Want to know more, go to What We Do or Contact Me in the menu above. Or give me a call at 269-375-0349
