Do you know the game of "spot the differences" ?
When looking at all influencers, here are the 7 main differences we see:
📝 Content
🎯 Audience Size
🗣️ Language and Tone
🫶🏼 Audience Relationship
🤑 Audience Purchase Motivations
💰 Purchase/Sales Cycle
📲 Communication Channels
1- Content 📝
B2C: Engage and entertain a broad audience.
- Entertaining
- Inspiring
- Informative
- Trendy
→ Short & impactful
B2B: Establish credibility and provide practical knowledge.
- Expertise
- Advice
- Market trends
- Problem-solving solutions
→ Value & service
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.
3- Language & Tone 🗣️
B2C: Simple & Accessible language
Tone:
- Familiar
- Emotional
- Humorous
→ Addresses the general public
B2B: Technical & Specific language
Tone:
- Formal
- Professional
- Informative
→ Addresses professionals in their field
4- Audience Relationship 🫶🏼
B2C: Personal & emotional
→ Trust & Loyalty
B2B: Professional & informative
→ Frequent, in-depth interactions based on specialized topics
5- Audience Purchase Motivations 🤑
B2C: Based on Emotion and Desire.
- Trends
- Personal satisfaction
- Aesthetic appeal
- Promotions
→ Personal aspiration & identification
B2B: Based on Reason and Logic.
- ROI
- Quality
- Efficiency
- Specific needs
→ Concrete & measurable benefits
6- Purchase/Sales Cycle 💰
B2C: Short & Impulsive
- Immediate need
- Promotions
- Trends
→ Quick and immediate purchase incentive
B2B: Long & Complex
- Multiple steps
- Thorough research
- Internal consultations
- Product demos
- Negotiations
→ Decision-making processes & budget justifications
7- Communication Channels 📲
B2C: Aim to reach a broad audience
- TikTok
- YouTube
- Personal blogs
→ Visual and engaging content
B2B: Aim to reach a professional and specialized audience
- Blogs
- Podcasts
- Newsletters
- Webinars
→ Detailed and educational information
To be clear, in both B2C and B2B influence, there are no fixed rules. Everyone does what they want.
The key is to find the most effective and authentic way to convey content to the desired audience.
For that, it's important to see what others are doing and what works best.
If you want to launch an influencer marketing campaign, research the creators, posts, formats, and trends that are popular in your sector.
With Favikon tracking, it won't even take you 2 minutes!
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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