As reported by business executives across Africa, influencer marketing is gaining prominence among business-to-business (B2B) brands, outperforming brand-only marketing by a remarkable 67%. 

The paper was conducted in response to this.

Influencing Business: The Global Rise of B2B Influencer Marketing delves into the next significant growth opportunity for brands aiming to:
  • influence decisions
  • stimulate growth, and
  • cultivate meaningful connections among enterprises.

The study spans 11 markets, which include:
  • the United States
  • the United Kingdom
  • France
  • Saudi Arabia
  • the United Arab Emirates
  • Kenya
  • South Africa
  • Singapore
  • Vietnam
  • the Philippines, and
  • Malaysia.

The study showcases insights gathered from over 500 senior marketers, complemented by an interview series featuring brands utilising B2B influence.

"There is exceptional value for businesses in participating and earning attention within these emerging spheres of influence. Our research validates this industry shift with proven results from credible business leaders," says Sanesh Maharaj, Ogilvy South Africa's head of influence.

"Thought leaders and commentators have migrated to new media spaces to create business communities, reshaping how people share, learn and discuss business. This transformation is redefining the future of stakeholder engagement," adds Maharaj.

Since 2016, the global market has grown over 20 times, with 62% of TikTok users making purchases based on app reviews and promotions, says Ogilvy. This study highlights the significant impact of B2B influencer marketing on brand perception and purchase decisions. 

"The South African B2B landscape is set to grow exponentially due to unique purchase point triggers. Businesses seek increased conversions — relying on data, services and content creators for digital endorsements and brand integration," says Zimasa Vabaza, entrepreneur and content creator. "More businesses will need creators who can help drive awareness, making content creators indispensable for businesses to sell and tell their story."

Goldman Sachs predicts the Creator Economy will hit USD$500-billion by 2027, with leading social platforms like YouTube (2.2-billion), Instagram (1.4-billion) and TikTok (one billion) reaching nearly five billion monthly active users. This growth is driven by daily content creators.

The report covers South Africa, Kenya and global markets, revealing key findings. These include the following:
  • In African industries, technology (56%) leads in influencer marketing, followed by financial services and healthcare. In South Africa, retail (62%) takes the lead, while Kenya leads in property and real estate (54%). These trends are influenced by each country's unique economic advancements and socio-economic demands, with opportunities in financial services (41%) and healthcare (29%).
  • Furthermore, 73% of South African decision-makers are more receptive to information from research organisations, showing a preference for data-driven insights. This is followed by business leaders (48%) and industry journalists or reporters (36%).
  • In Kenya, 64% of business executives highly value industry-expert consultants.
  • Across Africa, 59% of executives confirm that external B2B influencers positively impact employee performance by inspiring new ideas and boosting productivity.
  • Finally, 49% of c-suite marketers globally believe influencers enhance the brand's credibility and trustworthiness.

"The data yielded from this B2B research has provided invaluable insights into the opportunities that lie ahead for our clients and South African business at large. Ogilvy's influencer offering is positioned to venture into new frontiers, enabling us to gain a distinct competitive edge," says Samantha Presbury, managing director of Ogilvy Public Relations.

Ogilvy concludes that businesses are propelled to grasp the value of authentic partnerships, as they can dominate industry conversations, shaping their reputations.

Moreover, in the ever-evolving e-commerce landscape, entrepreneurs and businesses are harnessing influencers to boost sales and create entirely new ventures within the Creator Economy's realm.

For more information, visit www.ogilvy.co.za. You can also follow Ogilvy Africa on Facebook, X or on Instagram.