As the technology sector continues to evolve, companies have more options than ever to promote their brand and grow their audience. Traditional media outlets and journalists have long been the cornerstone of credible communication – but in recent years, influencers have gained significant attention.
While both have roles to play, they offer very different types of engagement. Understanding these differences is key to choosing the right strategy for your business.
Influencers, on the other hand, monetise their platforms through sponsorships, advertising, and paid collaborations – which can create conflicts of interest. Their content is often shaped by financial incentives, which can undermine claims of objectivity. While they can reach large audiences, especially if a story goes viral, that reach often comes at the cost of depth. In addition, in B2B technology markets where audiences have niche knowledge and specific requirements, influencer campaigns may fail to engage the right people.
The audience for technology media consists of professionals seeking detailed, actionable insights. They rely on specialist publications to stay informed and competitive. This makes trusted journalists a critical part of successful communication strategy. Influencer engagement, by contrast, tends to be broad but shallow, often lacking the level of nuance needed to resonate properly with technical decision-makers. Likes and shares from generalist followers rarely translate into leads or meaningful conversations.
Journalistic exposure provides long-term credibility. Articles published by respected media outlets that adhere to rigorous standards can continue to influence and inform for months or even years. In contrast, influencer posts are fleeting – quickly buried by new content in crowded feeds.
The ROI of influencer campaigns is also difficult to quantify. While large follower counts may be tempting, the actual impact on sales, partnerships, or awareness in your target market is can be difficult to ascertain. Credible editorial coverage, by contrast, builds authority and trust – metrics that truly matter in a B2B context.
If you’re serious about growing your audience in the technology space, influencers should not be your first choice. Their business model is based on monetised reach, as opposed to credibility. For long-term value, trust, and industry impact, interacting with reputable journalists offer a far more effective path. By focusing your efforts on securing well-researched, authoritative coverage, you can position your brand as a trusted voice and lay the foundation for sustainable growth.