đItâs a Jungle Out There, Man
Have you been on social media lately? Itâs mental. Just, absolutely mental. How the hell have we gotten to a point where Elon Musk, the man who fires people for simply having an opinion and also wants to insert chips into our brains as though weâre in some Cyberpunk 2077 society, is in charge of the worldâs biggest social media platform, Twitter?
In fact, last week Twitter made their algorithm codes open source, and over on LinkedIn Steve Nouri, Chief AI Evangelist and Founder of AI4Diversity, took it upon himself to break down what it all meant for the layman (what a king). Hereâs a quick look:
đ¤But What Does This Have to Do With B2B Influencers?Â
LinkedIn and Twitter couldnât be more different:Â
- LinkedIn: a place made for working professionals to build their networks and learn.Â
- Twitter: an echochamber of information and opinions for literally anyone (thatâs not us being edgy or opinionated, just look at their algorithm. The proof is in the pudding). Â
But this doesnât change the fact that most social media algorithms have a lot in common. If you have a high following, then youâre more likely to garner more engagement, and more engagement means more reach, and more reach means more followers, and the cycle goes on.Â
B2C marketers have taken advantage of this in every way possible, hiring influencers left, right and centre to promote their brands on all socials. Only recently, however, have B2B brands finally decided to jump on the influencer bandwagon.Â
Lavender, an AI email assistant, has gone as far as to hire Todd Clouser (15,304 followers) and Jen Allen-Knuth (25,720 followers) for their unbelievable reach and their impressive ability to create engaging, interesting content.Â
Ellie Middleton, Founder of the (un)masked community for neurodivergents, has 232,736 followers and is being hired by a multitude of companies to speak about her experience in the workplace as a neurodivergent individual, and how we can make the workplace environment feel safer for that community.
đ§There Are a Few Sceptics Among UsâŚ
Naturally, there has been some criticism of this influencer approach to B2B marketing. Mike Roberts, Head of Growth at Forma.ai, isnât so convinced that these influencers will deliver such phenomenal results for the companies theyâre hired by.
Itâs entirely possible that heâs right, painful as it may be to admit; weâve all seen influencers, for whatever reason, slowly lose traction over time and be pushed to the sidelines. Just how long is an influencerâs lifespan?Â
Sam Hollis is a Writer for Fame, SaaS Marketer, as well as his own fictional short stories. He lives and works in Birmingham with his three cats and his dog (way too many pets, if you ask us)