B2B brands increase creator video use to fight AI slop and improve AI search results
TLDR
B2B brands are shifting to creator video content to build credibility in an AI-driven marketplace, with creator video use among B2B companies jumping 55% over the past year.
Optimixed Overview
Optimixed's original report on this story.
Creator marketing platform Billo reports that B2B companies increased creator video use by 55% year-over-year and nearly quadrupled their adoption since 2023. Per the IAB, credible creator reviews boost consumer confidence in AI recommendations by 65%, and consumers rank a creator's track record and expertise far above follower count when deciding whom to trust—a shift that favors subject-matter experts and everyday customers over traditional influencers. MARTECH notes that B2B marketers should use creator content to answer buyer questions during research and purchase decisions rather than for brand awareness alone, and measure success through trials, signups, and pipeline impact rather than views and clicks.