In the rapidly evolving landscape of B2B marketing, video has emerged as a crucial tool for influencing buying decisions, according to research by LinkedIn.
With 81% of B2B ads failing to gain adequate attention or drive recall, marketers are increasingly turning to video, events, and industry experts to engage their audiences effectively.
LinkedIn’s study, “The Business of Influence,” surveyed over 1,700 B2B tech buyers across the US, UK, and India. The findings highlight the growing preference for video content, with 63% of buyers stating that short-form social video helps inform their decisions. Moreover, 80% of those who consume video content trust video-centric influencer content as a reliable source of information.
The Growing Role of Video in B2B Marketing
Video content has become the fastest-growing format on LinkedIn, with uploads increasing by 34% year-over-year. According to an eMarketer report, LinkedIn is now a leading platform for B2B video marketing. The rise in video consumption reflects a shift towards more dynamic and engaging content formats, which are increasingly favoured by B2B audiences.
The study reveals that 67% of B2B buyers who engage with influencer content believe it helps build brand trust and raises awareness about different products and solutions. This trend is expected to intensify, especially with the growing influence of Gen Z in the workforce. Ninety percent of Gen Z buyers familiar with B2B influencer marketing engage with such content monthly, a rate significantly higher than other buyer groups.
Leveraging Influencer Marketing for B2B Success
The integration of influencer marketing into B2B strategies is gaining traction. B2B buyers increasingly rely on industry experts and influencer content during the consideration phase of their purchasing journey. LinkedIn’s data indicates that nearly half of B2B buyers plan to increase their reliance on subject-matter experts over the next three years.
This shift underscores the importance of authentic, expert-driven content in building credibility and trust with potential buyers. Companies are encouraged to humanise their brands through storytelling and video content, which resonate more effectively with audiences.
Engaging Buyers Across Multiple Touchpoints
In today’s complex B2B buying environment, involving multiple stakeholders, brand visibility across various touchpoints is crucial. LinkedIn has observed a notable increase in activity on its platform, including a 23% rise in posts from chief executives, a 14.4% increase in live video events, and the publication of over 180,000 newsletters in the past year.
Tom Pepper, Senior Director at LinkedIn, emphasises the importance of engaging buyers consistently to ensure brand recall when purchase decisions are made. He highlights the role of humanised storytelling and expert-driven video content in capturing attention and fostering long-term engagement.
The Future of B2B Video Marketing
Meagan Loyst, Founder and CEO of GenZ VCS, notes that video offers a powerful avenue for brands to connect with younger audiences, particularly Gen Z. With attention spans averaging just eight seconds, visually compelling content such as customer stories and employee perspectives can create a more relatable and memorable brand experience.
Ndubuisi Uchea, CEO of Word on the Curb, reinforces the importance of personalising brand interactions, stating that businesses should leverage human connections to build stronger relationships with their audience. Matt Swain, CEO of Triangle, echoes this sentiment, advocating for video as a means to humanise organisations and enhance their content strategies.
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