Two-thirds (62%) of business-to-business (B2B) marketers believe that video is quickly becoming a core tool for creators. According to a survey of 202 B2B UK marketers conducted by LinkedIn, the majority considered video to be the most important format, followed by email, social media and infographics.
Another 26% said that they were planning to spend over £300,000 on video advertising in 2018. Cost is one of the prime factors still deterring many marketers from delving deeper into video advertising.
A majority of respondents (93%) agree that video is a great way to tell a story. Meanwhile, 62% found it helpful in building brand awareness. B2B video was also seen as a good solution to generate leads with 77% saying they were getting more leads and 78% confirming that these were of higher quality.
Among the most popular video formats were product videos, instructional and explanation videos.
“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,” said Tom Pepper, head of LinkedIn Marketing Solutions UK. ”B2B video has come a long way from the talking head. But even the perfect video could be rendered useless if it’s not shared with the right audience, in the right place and at the right time. With marketers investing heavily in video this year, it’s time they work seamlessly with publishers to overcome these issues and ensure video continues to deliver growth for brands.”
Meanwhile, a different study from the network found that 68% of LinkedIn members would be more likely to view B2B videos if it was relevant to their jobs.