Sharm Tank Vol. 32

Happy Friday,

This year, I've been super intrigued by the surge of B2B creators. It's like every time I turn around, another thought leader is bringing top-notch tactical knowledge to the table (and rightfully getting their flowers for it). Honestly, it gets me absolutely hyped.

That’s all to say, I think 2024 is poised to be the breakout year for B2B creators. The rise of B2B creators represents a confluence of trends and needs in the digital landscape, driven by a demand for authenticity, deeper engagement, and more personalized content. Here’s why B2B creators are transforming the marketing scene and why this year is pivotal.

So, What Exactly is a B2B Creator?

Everyone's saying B2B creators are the future, but what does that even mean? Let’s break it down into four fun categories:

1. Corporate Pros Who Post a Lot: These are your CEOs, social media managers, and fractional CMOs building their personal brands. Think of folks like Ben Sharf, Christina Le, an (hopefully) myself.

2. Charismatic Thought-Leaders: Imagine talk show hosts, but for industry insights. They’re engaging and full of personality. Benji Block and Todd Clouser are prime examples (I also like to think I fall into this bucket).

3. Short-Form Video Content Creators: These creators are all about quick, punchy videos on platforms like TikTok. They're not always experts, but they know how to captivate an audience. My favorite is easily Dara Denney (who we’ll talk about in more detail!

4. Influencers: They’ve got massive followings and traditionally get paid for their reach. In the B2B world, influencers are now taking in-house roles. Think Gary Vaynerchuk and Barbara Corcoran.

Authenticity and Trust

B2B creators are bringing a fresh wave of authenticity to the business world. Unlike traditional influencers focused on consumer products, B2B creators share valuable insights and educational content for business audiences. It’s not just about promoting products; it’s about building trust and long-term relationships with key decision-makers​​.

Interactive Content is King

Gone are the days of boring white papers and case studies. B2B marketing is now about live events, webinars, and Q&A sessions on platforms like LinkedIn Live. These formats allow for real-time engagement and create deeper connections, crucial for B2B environments with longer decision-making cycles​​.

Building Communities

B2B creators excel at building niche communities around shared business interests. These aren’t just for networking; they’re about collaboration, knowledge sharing, and creating a supportive ecosystem for innovation. This community-centric approach helps businesses foster deeper relationships and drive collective growth​​.

The Power of Short-Form Video

Short-form video is becoming a powerhouse tool in the B2B creator arsenal. Platforms like TikTok, typically seen as consumer-centric, are now viable for B2B marketing too. Creators are harnessing the power of short videos to convey complex ideas quickly and engagingly​​.

LinkedIn’s Big Push

LinkedIn is sitting on a goldmine with 400 million users, but only 3% are creators. By encouraging more B2B creator partnerships, LinkedIn is helping brands leverage webinars, contributor content, and training sessions to effectively engage their audiences.

At the Cannes Lions Festival of Creativity, LinkedIn's biggest turnout of creators was a major highlight. They even covered travel expenses for top B2B influencers like Jason Widup, Betsy Hindman, Elina Vilk, and Walter T. Geer III. Throughout the week, these professionals collaborated with LinkedIn to create content, reinforcing LinkedIn’s role beyond just a job network​​.

Meet Dara Denney, a B2B Rockstar

To wrap things up, I want to highlight one of my favorite creators, Dara Denney.

As a Performance Creative Consultant and media buyer, Dara crafts ad content that shines on Facebook and TikTok, turning clicks into loyal customers. With eight years of experience leading agency growth and creative teams, she’s a force in the field.

Dara’s social media game is on point, where she breaks down ad creatives and shares golden nuggets on what’s hot and what’s not. Her style is vibrant and engaging, starting with catchy hooks and keeping it visually dynamic. Dara’s course on creative strategy for paid social isn’t just a course; it’s a masterclass designed to transform media buyers, business owners, and creative teams into top-tier strategists. She’s a prime example of how B2B creators can cultivate a thriving content ecosystem​​.

Now, let’s get into some fun stuff…

Fast Food Chains Ignite ‘Value Menu’ War Amid Rising Costs

Amid growing consumer frustration over rising fast food prices, major chains like McDonald's, Wendy's, and Burger King have launched aggressive value menu promotions to attract budget-conscious diners. With inflation and increased minimum wage costs impacting prices, McDonald's is offering a $5 combo meal, while Wendy's and Burger King have also rolled out limited-time deals.

Despite these efforts, customers have expressed dissatisfaction on social media, noting the inconsistency and short-lived nature of these discounts. Industry experts warn that such promotions are unsustainable in the long run, though they temporarily drive traffic and sales.

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Heineken’s Ad Tests Reveal Surprising Results About Attention

Heineken's collaboration with Playground xyz has revealed that capturing brief but optimal attention can significantly boost ad effectiveness. The study, conducted during Cruzcampo's online ad campaign in the U.K., showed that video ads on YouTube and social media platforms like Instagram and Facebook increased brand awareness within just 0.5 to 0.6 seconds.

This insight challenges the notion that more attention always leads to better ad performance, suggesting instead that strategic, short-form content can be more cost-effective and impactful. As Heineken refines its approach, these findings could reshape its ad buying strategy, prioritizing concise, attention-grabbing ads over longer content.

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Toys R Us Faces Creative Backlash Over AI-Generated Ad

Toys R Us has stirred controversy in the creative community with its latest ad campaign, which utilized OpenAI's Sora to produce a brand film and teaser. Celebrated as the "first-ever brand film using OpenAI’s text-to-video tool," the campaign aimed to highlight the retailer's history and mascot, Geoffrey the Giraffe.

However, critics quickly denounced the AI-generated visuals for their unsettling quality and failure to authentically capture founder Charles Lazarus' likeness, with one creator branding the work an "abomination." Despite the backlash, Toys R Us continues its post-bankruptcy revival, operating 1,400 locations globally.

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