B2B marketers boost creator video to gain credibility with AI-driven buyers
B2B companies have increased their use of creator video by 55% over the past year, according to Billo. Credible creator reviews boost consumer confidence in AI recommendations for 65% of people, per IAB. Marketers should prioritize expertise and track record over audience size when choosing creators.
The 55% year-over-year increase in B2B creator video usage reflects a strategic pivot as AI-generated content saturates digital channels. Billo's data indicates this practice has nearly quadrupled since 2023, signaling a sustained shift rather than a temporary trend. IAB research shows that 65% of consumers prefer AI shopping recommendations that incorporate creator or influencer reviews, with that figure rising among younger demographics.
Marketers are being advised to prioritize demonstrated expertise and consistency over follower counts when selecting creators. IAB data reveals that only 21% of consumers consider a large audience essential for trustworthiness, while 46% value a proven track record. This suggests B2B brands are finding value in practitioners, industry experts, and everyday customers who can provide substantive product demonstrations and candid comparisons.
This shift could reshape how B2B purchasing decisions are influenced, particularly as AI tools become more integrated into professional research workflows. If creator video continues to gain credibility, companies may need to allocate more resources toward authentic content partnerships rather than traditional advertising. Buyers could benefit from more transparent product information, though the effectiveness of this approach may vary across industries. The emphasis on expertise over reach may also create new opportunities for niche specialists while potentially diminishing the influence of large-scale influencers in professional contexts.