B2C and B2B influencer marketing are similar in some ways, and not so much in others. But there is one very large difference between them.
More generally speaking, the similarities and differences between B2B and B2C marketing overall were detailed previously in B2B vs. B2C Marketing: Four Myths, Six Differences, and One Key Similarity.
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Tactically, there’s a fair amount of crossover. Best practices in SEO, for example, apply to pretty much any website, though ecommerce sites rely more on schema markup while B2B sites rely on thought leadership.
Both disciplines make heavy use of social media. B2B marketers focus on LinkedIn; B2C marketers make more use of platforms like Pinterest and TikTok. Both use Facebook and YouTube. Instagram is primarily relied on for consumer marketing, though B2B marketers are beginning to embrace it.