Influencer Marketing May Be Wrong For Your Brand!! Here's why...

Influencer marketing and B2B startups

Influencer marketing is everywhere.

From Instagram to TikTok, it seems like every brand is hopping on the trend. And why not? Influencers bring visibility, engagement, and for many B2C brands, sales.

But here's the thing: what works for B2C doesn't always work for B2B.

If you're a startup founder trying to market a SaaS product, a digital service, or any business-to-business solution, pumping money into influencer campaigns might not give you the results you're hoping for. In fact, it could be a complete waste of resource.

Let’s break down why influencer marketing might not be the best route for your B2B startup especially in a market like Nigeria.

1. B2B Buyers Don’t Buy on Vibes

Let’s be honest, influencer marketing often thrives on emotional, impulsive purchases.

Someone sees their favourite creator (Peller for instance) wearing a new hoodie or trying a new headset and boom, they’re ready to buy. But that’s not how B2B works.

B2B buyers think differently. They don’t just scroll, see a post, and swipe their card. They ask:

• Will this product improve my workflow?

• Does it integrate with what we already use?

• What’s the ROI?

• Can I trust this brand with sensitive data or long-term support?

These are decisions made through logic, not likes.

2. Influencers Don’t Always Equal Industry Credibility

Yes, a creator with 200k followers can sell shoes or skin care products.

But can they convince a company to spend $50,000/year on your software or hire your agency for a 6-month contract? Probably not.

B2B buyers trust subject matter experts, case studies, whitepapers, referrals, and in some cases, peer reviews from platforms like G2, Trustpilot, or LinkedIn.

In short: visibility ≠ authority. However, B2B marketing is all about building authority over time.

3. The B2B Sales Cycle Is Longer

Another major difference? B2B purchases aren’t made overnight.

You may need:

• Multiple follow-up calls

• Product demos

• Internal stakeholder approvals

• Procurement and compliance processes

So even if an influencer post gets your brand in front of 10,000 eyes, it doesn't mean 10,000 leads. B2B decisions are slower, more strategic, and involve way more layers than your average product order on Jumia. As a B2B brand, I am very sure you can relate with this.

4. Nigerian B2B Clients Are Particularly Cautious

Now. let’s localise this:

In Nigeria, even globally, trust is currency. Many B2B decision-makers are skeptical of flashy ads or trendy marketing tactics.

They’re asking:

• “Who else has used this product?”

• “What company referred you?”

• “Can we speak to one of your current clients?”

For this reason, influencer marketing especially the flashy kind can come off as unserious or even desperate in the eyes of a business-focused audience.

So… What Should You Now Focus On Instead?

If influencer marketing isn’t the best option, what is then? Here are 4 smarter B2B strategies that actually convert:

✅ Case Studies

Show how you’ve helped real clients solve real problems. Bonus if they’re in the same industry as your prospects.

✅ Testimonials & Client Reviews

Testimonials and reviews from your clients still matter, ensure that you leave a very good impression on your clients because B2B is mostly about networking. Your client can easily refer your services to another major B2B. Also, getting your clients to give you reviews on platforms like G2, Trustpilot can also go a long way to show your credibility.

✅ Thought Leadership

Regularly publish valuable insights on LinkedIn, industry blogs, or newsletters. Let your expertise do the talking.

✅ Strategic Partnerships

Collaborate with other B2B platforms, communities, or service providers your ideal customers already trust.

In conclusion,

Influencer marketing isn’t bad. It’s just not built for every business model.

If your startup sells to other businesses, especially in Nigeria where credibility, trust, and long-term results matter, you’re better off investing in authority-driven marketing than clout-chasing content.

Save your budget. Focus on what works.

And if you’re unsure what that looks like for your business, let’s talk.

Do you need help mapping out your B2B content and customer journey?👋 Book a free strategy session let’s build a plan that aligns with your startup goals.

Contact Us today.