Influencer marketing has come a long way from its roots, when makeup tutorials and viral dance challenges dominated the space. Today, this powerful strategy is being embraced across industries, from small businesses and hybrid brands to enterprise giants looking to build trust and drive growth.

As decision makers, consumers and entrepreneurs increasingly look to trusted voices for knowledge, influencer marketing has evolved into a cornerstone of modern business strategy. Whether you're selling SaaS solutions, apparel, or a revolutionary fintech app, the right influencer partnership can help you connect with your audience in ways traditional advertising can't.

Increasing influencer marketing for all businesses

Influencer marketing isn't just a DTC game anymore—it's a essential for brands in any space. 85% of B2B marketers now incorporate influencers in their strategies, from small local businesses to global corporations. The reason is simple: trust.

Audiences trust recommendations from the people they follow, and that trust extends to the brands those influencers endorse. This credibility is invaluable to entrepreneurs trying to build their brands and to companies looking to grow.

And it's not just about awareness. Over 61% of companies with strong influencer programs saw an increase in salesbrand reputation and customer retention. The direct link between influencer engagement and tangible results makes this a powerful tool for businesses of all sizes.

Related: 5 Influencer Marketing Metrics You Should Know

How influencers help businesses stand out

The reality is that decision makers are doing most of their research before they talk to a sales representative. This is where influencers shine. They break down complex products, expose creative use casesand share authentic experiences that resonate with audiences.

• For small businesses: Micro-influencers can highlight niche products, such as a boutique clothing store partnering with a local fashion influencer.
• For DTC brands: Influencers create compelling and relatable content that humanizes your product, like a fitness influencer demonstrating new exercise equipment.
• For B2B companies: Industry experts can simplify technical solutions with engaging demos or thought leadership that positions your brand as a trusted authority.

The result? Influencers meet your audience where they are, making your brand more accessible (or aspirational, depending on the influencer) and your overall message more impactful.

Expanding beyond LinkedIn

LinkedIn has long been the go-to platform for non-DTC influencer marketing, and for good reason – it's where decision makers connect and make business decisions. But LinkedIn is evolving.

Recently, the platform began testing a TikTok-style video format called “Video for you“, creating an opportunity for more influencer-friendly and short-form content. This change can provide brands with a more dynamic and engaging way to connect with their audience and allow influencers to showcase thought leadership and product demonstrations in quick, digestible clips.

Of course, LinkedIn isn't the only platform making waves in marketing. More brands are branching out onto platforms like TikTok and Instagram, where short-form video content is exploding in popularity. Companies like Adobe and monday.com have tapped TikTok influencers to showcase real-world use cases of their tools.

These aren't your typical “corporate” campaigns, but they work. By making their software relatable – even fun – these brands are connecting with new audiences in meaningful ways.

No wonder video is becoming such a powerful tool – 73% of buyers are willing to spend over $50,000 through a fully digital sales process. If short-form video content can catalyze big deals, why wouldn't you want an influencer to lead the charge?

Related: 3 lessons I've learned as a successful woman in a male-dominated industry

Why micro-influencers matter more than ever

Here's where things get really interesting. You don't need to join someone who has millions of followers to make an impact. In fact, micro-influencers—those with smaller, highly engaged followings—are often more effective in most industries. These influencers are subject matter experts, not celebrities, and they have built credibility in their respective fields. A software engineer with 10,000 LinkedIn followers can have more influence on your target audience than a TikTok star with 10 million followers ever will.

Take IBM, for example. The technology giant directs a continuous employee advocacy program where employees act as influencers, sharing knowledge and promoting IBM products through their social networks. This approach brings authenticity to the brand while building trust through real, first-hand experience.

HubSpot and Salesforce both helped with impact to amplify their flagship events, namely INBOUND and Connections. HubSpot partnered with notable figures like Neil Patel and Reese Witherspoon to drive participation through social posts, keynotes and workshops, resulting in 12,000 in-person attendees and 100,000 online viewers. Similarly, Salesforce Connections 2023 cross-industry influenceincluding Marc Benioff and Reid Hoffman, to appeal to a wider audience, achieving a 35% increase in attendance and 12 million online mentions. Both brands show how influencer collaboration can increase event reach and engagement.

What this means for Entrepreneurs

As we move into 2025, the role of influencers, especially in non-traditional industries, will only increase. Buyers are evolving, and so are their expectations. They want more than a product pitch—they want to see how your product works, how it fits into their business, and why they should trust you. Influencers are uniquely positioned to deliver that message.

So if your brand hasn't embraced influencer marketing yet, the time is now. It's not just a trend—it's a proven strategy that can elevate your brand, build trust, and drive growth. Yes, even for your business.