Unlocking the potential of influencer marketing in B2B through Ogilvy's groundbreaking research

South Africa - As business leaders across Africa have reported, influencer marketing is becoming increasingly significant among business-to-business (B2B) brands, surpassing brand-only marketing by an astonishing 67%. In response to global growth, Ogilvy has partnered with research partner Opinium and LinkedIn to conduct the world's first global B2B influencer research, exploring how B2B marketers can leverage the power of influence to achieve meaningful business results.

This revolutionary research paper, titled "Impact on Business: Global Growth of B2B Influencer Marketing," explores an important growth opportunity for brands looking to influence decisions, drive growth, and establish meaningful connections between businesses. Covering 11 markets, including the USA, UK, France, Saudi Arabia, UAE, Kenya, South Africa, Singapore, Vietnam, the Philippines, and Malaysia, the study presents data collected from over 500 senior marketers, supplemented by a series of interviews with brands that utilize B2B influence.

“Participation and attention in these new spheres of influence are of exceptional value for business. Our research confirms this transformation in the industry with proven results from credible business leaders,” says Sanesh Maharaj, head of Ogilvy in South Africa. “We see authoritative experts and commentators moving to new media platforms to create business communities, reshaping the ways information is shared, learning occurs, and business discussions take place. This transformation is redefining the future of engagement with stakeholders.”

Since 2016, the global market has grown 20 times, with 62% of TikTok users making purchases based on reviews and ads within the app.

“The business landscape in South Africa is intentionally evolving due to unique triggers for purchasing decisions. Businesses are seeking to increase conversions, relying on data, services, and content creators for digital support and brand integration,” says Zimasa Wabaza, entrepreneur and content creator. “More and more businesses will need content creators to help raise awareness; content creators are becoming indispensable for businesses to sell and tell their story.”

Goldman Sachs predicts that the Creator Economy will reach $500 billion by 2027, with leading social platforms like YouTube (2.2 billion), Instagram (1.4 billion), and TikTok (1 billion) approaching nearly 5 billion monthly active users. This growth is driven by everyday content creators.

The report covers South Africa, Kenya, and global markets, revealing key findings such as:

• The data obtained from this B2B research provided valuable insights into the opportunities that await our clients and the entire South African business landscape. "Ogilvy's offering in the field of influence will allow us to explore new frontiers and gain a remarkable competitive advantage," says Samantha Presbury, Director of Public Relations at Ogilvy.
• Businesses are forced to understand the value of genuine partnerships, as they can dominate discussions in the industry, shaping their reputation.
• In the ever-changing field of e-commerce, entrepreneurs and businesses are leveraging influencers to boost sales and create entirely new ventures within the creator economy.

For more information about this research work or to explore new business opportunities with Ogilvy Public Relations & Influence, please contact sanesh.maharaj@ogilvy.co.za.