Written by: Vickie Sullivan | December 14, 2023
Big Changes Coming for B2B Market Influencers
Whoa. Paramount announced a program that will significantly impact market influencers. According to reports, Paramount Advertising “is launching the CBS Sports Creator Studio, hoping to pair influencers with talent, or give them behind-the-scenes access in support of deals.”
With this program, the studio will pair advertisers with creators/influencers “who will create custom content or provide behind-the-scenes access to CBS Sports events or programs.” The idea is that young sports watchers, many of whom are on their phones at the same time they watch sporting events, will consume that content.
“These younger audiences are following our events on social platforms, [and] we think there’s an opportunity to … put these two things together,” says John Bogusz, executive VP of sports for Paramount Advertising, in an article published by The Hollywood Reporter. “Impressions are growing, people are following the events on their phones, and we can offer advertisers [the ability] to tie in their campaigns with our events.”
2 Big Changes for B2B Market Influencers
This partnership will change the game for B2B market influencers and their ability to monetize their popularity. Here are two significant changes you can expect:
• Corporate America commits to the market influencer game. It’s common knowledge that advertising alone doesn’t cut it, especially with younger buyers. As ad money flows into everyone’s pocket in this space, Paramount Advertising’s approach will spread into other areas. Count on this.
• Relevance gains infrastructure. The biggest problem with staying relevant is feeding the media beast. Even though Paramount will use the campaigns as a sweetener to larger advertising relationships, the structure to amplify has legs and will be used in other areas. Prediction: A gap will open between the “haves,” influencers with corporate backing, and the “have nots,” influencers without.
It’s easy to ignore what’s happening in bigger consumer markets. Don’t. Once one arena proves its profitability, the approach can spread to other markets (like B2B) in a heartbeat.
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