A new study has revealed that video content and influencer marketing are emerging as essential strategies for B2B companies looking to capture the attention of buyers. According to the findings, 63% of B2B buyers report that short-form social video content significantly informs their purchasing decisions, while influencer-driven content has become a trusted source of information. The research, based on responses from over 1,700 B2B tech buyers in the U.S., U.K., and India, offers insight into the growing importance of these tools in B2B marketing efforts.
The study from LinkedIn, titled the “Business of Influence,” addresses a critical challenge for B2B marketers—engaging the 95% of buyers who are out of the market at any given time, a pressing issue given that 81% of B2B advertisements currently fail to gain sufficient attention or recall. As buyers increasingly rely on expert voices and video content to guide their decisions, the research emphasizes the need for marketers to adapt their strategies accordingly.
In addition to presenting these findings, the company behind the research announced updates to its marketing products, including enhancements to its Live Events platform and new customization options in its AI-powered campaign creation tool, Accelerate. These updates include the introduction of video ads and expanded campaign objectives, aimed at helping marketers better align their efforts with the preferences of modern B2B buyers.
The Shift Toward Video and Influencers
Video has become the fastest-growing format on LinkedIn, a trend supported by a 34% increase in video uploads year-over-year on the platform. The appeal of video is clear: 80% of those who consume B2B video content find influencer videos to be particularly trustworthy. As B2B buyers increasingly turn to these mediums for information, marketing teams are expected to shift their budgets toward video production and influencer partnerships.
One of the more striking revelations from the research is that influencer content plays a crucial role in the consideration phase of the buying process. Two-thirds (67%) of buyers who are familiar with B2B influencer marketing state that such content is vital when evaluating potential solutions. This signals a significant departure from more traditional, corporate-driven content strategies, underscoring the rising value of authentic, expert-driven communication.
B2B influencers, however, must meet specific criteria to be effective. The survey found that over half of buyers (53%) prioritize subject matter expertise when assessing influencer credibility, suggesting that depth of knowledge is far more important than style or presentation. This aligns with a broader trend in B2B marketing, where substance and thought leadership are valued more than in consumer markets.
Addressing the Attention Deficit
With 81% of B2B ads struggling to make an impact, the findings highlight an urgency for brands to rethink their approach. Buyers are often inclined to purchase from brands they are already familiar with, leaving a narrow window for new entrants to break through. For marketers, creating engaging, informative content that resonates with potential buyers—even when they are not actively in the market—is critical to overcoming this barrier.
The company’s new tools aim to address this by offering marketers enhanced flexibility and the ability to tailor their campaigns more precisely. The inclusion of video ad formats in its Accelerate tool could help B2B brands meet buyers where they are—on platforms like LinkedIn, where video content is increasingly consumed.
Broader Industry Implications
These findings come at a time when video marketing is experiencing significant growth across industries. A report from eMarketer forecasts that B2B video marketing will continue to expand in 2024, with platforms like LinkedIn leading the charge. This trend mirrors broader shifts in digital marketing, where short-form video has become a dominant format across both B2B and B2C landscapes.
For B2B marketers, the key takeaway is the need for more engaging, expert-led content that builds trust with buyers. As the industry continues to evolve, leveraging tools like video and influencer marketing will be crucial for brands hoping to stand out in an increasingly crowded marketplace.