Ogilvy study says B2B is increasingly using influencer marketing

The African element of the study involved Kenya and South Africa. Other countries surveyed include the US, UK, France, Saudi Arabia, Singapore, Malaysia and Vietnam.

“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 Ogilvy’s Sanesh Maharaj.

“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.”

Since 2016, the global influencer 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. 

Among the key findings from the two African markets:

• 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.

In addition, 49% of C-suite marketers globally believe influencers enhance the brand’s credibility and trustworthiness.

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