Nearly two-thirds of B2B marketers polled by LinkedIn believe that video should be the primary platform of any creators. More than 200 European B2B digital marketers were polled in the UK and Ireland between February and March, and 62 percent saw video as the most important content format. This was followed by email, social media creative and infographics.
The vast majority of respondents (93 percent) agreed that video allows B2B brands to embrace creative storytelling opportunities. Sixty-two percent said it helps build brand awareness and half said they invest in video to promote their goods or services. Many respondents said they believe their B2B video was effective in generating leads. Fully 77 percent said they were getting more leads, and 78 percent said they were of higher quality.
The poll found the most popular video formats are product videos, how-to videos and explainer videos. In a separate study, 68 percent of LinkedIn members said they are more likely to watch a B2B video on the site if it is relevant to their job title.
“Video has become one of the most powerful tools in a B2B marketer’s arsenal as they turn to even more creative formats to engage professional audiences. B2B video has come a long way from the talking head,” says Tom Pepper, head of LinkedIn Marketing Solutions UK.
Pepper warns that even a well-produced video with good information can be rendered useless if it’s not shared with the right audience, in the right place and at the right time. It’s important to work seamlessly with publishers to ensure video continues to deliver growth for brands.
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