The channel has to be right

However, it goes without saying that not every analogue influencer automatically makes a good digital one. For starters, it’s important to choose the right channel. While Instagram is indispensable to B2C influencers, for example, B2B influencers don’t use it that much. Instead, they prefer professional platforms such as LinkedIn or, if they’re German speakers, Xing. “That’s where you need to have a high profile,” influencer Banafa himself says. And while cosmetics influencers can advertise products without any qualms, the same approach can quickly cause problems for B2B experts. Pleil, who has published a study into B2B influencing, warns: “The most that’s acceptable is appearing at a stand during a trade fair.” 

With all these activities on the go, however, even the most accomplished experts can trip up – making false predictions or burning their fingers on a product recommendation that backfires. While a mistaken tip offered by a B2C influencer is perhaps not all that big a deal, they can be hazardous in the B2B domain if not handled correctly. “You should respond pro-actively and, if at all possible, immediately speak out if you’ve slipped up,” Banafa cautions. After all, the public is also well informed and will spot the mistake whether the influencer confesses or not. 

Another type of influencer to have emerged is CEOs. Many bosses have a strong presence on social media – in Germany, too. Siemens CEO Joe Kaeser, for example, has more than 25,000 followers on Twitter. “CEOs are influencers, whether they like it or not,” Schmitt says. And they can become more effective by exerting their influence via social networks.