Why B2B Customers Trust People Over Brands
There’s nothing like hearing a personal recommendation or guidance from a familiar face. LinkedIn’s new playbook highlights a pivotal shift in B2B marketing: creators are becoming the trusted voices that buyers seek. Unlike traditional corporate messaging, content from real people – especially those with domain expertise – resonates deeply with professional audiences.
According to LinkedIn’s report, 82% of B2B customers say that creator content influences their decision-making, and 87% prefer insights from industry influencers over branded messages. This trend reflects a broader move toward authenticity and relevance: content that educates, engages, and empathizes performs far better than polished, push-driven campaigns.
Furthermore, 59% of B2B professionals rely on LinkedIn as their primary source for credible content from creators. Video has also emerged as a powerful format: a 34% year-over-year rise in uploads and 63% of buyers citing video as a key influence underscores the format’s impact on viewer trust.
What this means for B2B marketers:
- Shift from brand pomp to personal storytelling. Empower experts and practitioners in your organization to create and share their insights.
- Invest in creator tools like LinkedIn’s Thought Leader Ads and BrandLink, which reportedly yield 252% higher click-through rates than traditional ad formats.
- Facilitate communities through interactive video and micro-content, focusing less on scale and more on credibility within niche audiences.
Creators are the human face of B2B brands. They transform these businesses into trusted partners rather than faceless entities. Content generated by real people builds relatability – and that trust extends to their products and services. At ASTRALCOM, we help B2B marketers identify the right voices and develop creator-led campaigns that align with your brand. From social media ads to short-form video strategies, we’ll help you show up where your customers are listening.