Written by: Vickie Sullivan | August 22, 2024
Experts Over Influencers: How Substance Is Outpacing Style
Are influencers taking a back seat to experts? According to a recent Forbes feature about big changes in product endorsements, the pendulum is swinging in our direction.
The business case is data-driven: Stats show some influencers are losing credibility, so big brands are teaming up with retailers to promote educational content.
Yes, experts are valued more in the B2B arena. This trending development will bleed over to our marketplace. Here are two changes I see coming:
• Less style, more substance. That’s right; content is making a comeback. While insights are freely distributed without a paywall, they will be more valued in the sales process. That means these criteria will impact sponsorships and partnerships.
• On-the-ground perspective is king. But the typical “I’ve been there” perspective at 30,000 feet is not enough. Our experience must be more specific to redefine and change the narrative. Here’s an example from the article: an Olympic athlete’s take on foot issues. Ask yourself: How can my experience defy the status quo assumptions?
All of us—large and small—expect our content to differentiate our value and expand our reach. This article is a good heads-up that the path towards these goals is changing. Adapt accordingly.
Listen: What Buyers Now Expect from Expertise
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