The influence of the B2B community on Influencer marketing

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It’s no secret that the world has become much more digital during the pandemic, but one change that may surprise many is how important online communities have become .
People have shifted to identifying most with their online communities, which have surpassed traditional non-digital community groups for the first time, according to a recent survey .
The current pandemic shift has been reflected in a significant decline in trust in brands and marketers, with a Salesforce report saying 50% of American consumers have struggled to trust jamaica phone number data brands since the pandemic began.
According to a recent Gallup poll, public perception and trust in the advertising and PR industry has fallen to a new low . According to newly released survey data, just 26% of American adults said they view PR and advertising somewhat or very positively, an even deeper trough than the previous low of 27% in 2008, with net positive ratings now even lower than during the previous record low in 2003.

Fortunately, just as trust in brands and advertising has declined, so has the rise of digital communities—one that is well-positioned to harness the power of influence and trust: B2B influencer marketing .

Consumers need to trust the content they encounter, so 2023 is shaping up to be a year of increased demand for integrity and authenticity, which brands and social media channels will need to adapt to. Brands will move further away from personas and focus on their brand’s broader communities. These spaces will be less about an influencer posting content and more about the exchange between all members of the community.