A recent LinkedIn survey has unveiled that social video content, especially short-form video, is the most trusted and influential medium for B2B tech buyers, with nearly two-thirds (63%) reporting that it significantly impacts their purchasing decisions.
The survey, which gathered insights from over 1,700 B2B tech buyers across the UK, US, and India, underscores the importance of content from industry influencers in shaping buyer decisions. The data showed that, among buyers who follow industry experts, a substantial 91% find this content critical to their decision-making process.
Influence varies by country, with short-form social video resonating most strongly in India, where 66% of buyers say it informs their decisions. In contrast, 59% of US buyers and 49% of UK buyers rely on these videos for guidance.
Trust and Brand Awareness Through Influencer Content
Industry influencers emerged as one of the most trusted sources, with 80% of video consumers citing this content as highly reliable. This trend is particularly pronounced in India, where 83% of buyers trust influencer content, followed closely by the UK (79%) and the US (71%).
The impact of influencers goes beyond trust; 67% of buyers who engage with B2B influencer content report that it enhances brand trust and raises awareness of various products and solutions. Once again, Indian buyers led with 72% valuing influencer content for building trust, while US and UK buyers registered lower rates at 54% and 52%, respectively.
LinkedIn’s study also indicates that traditional B2B video ads may struggle to capture attention, with 81% failing to achieve adequate recall. These findings suggest that influencer-driven video content may be a more effective approach to engaging B2B tech buyers in an increasingly digital market.
Generational and Sector-Specific Insights
Gen Z buyers stand out as particularly receptive to influencer content, with 90% engaging with B2B influencer marketing monthly—11% more than the average across other generations. This trend highlights the growing importance of influencer content as more Gen Z professionals enter B2B buying roles.
In the IT sector, over two-thirds (67%) of B2B buyers who recognise influencer marketing report that industry experts play a pivotal role during the consideration stage of purchasing. Across the broader tech industry, almost half (50%) of all buyers anticipate an increase in their reliance on B2B influencers and subject matter experts over the next three years.
The surge in B2B influencer marketing reflects a global trend. According to Ogilvy’s Influencing Business report, the market for B2B influencers has expanded twenty-fold since 2016, with 75% of B2B marketers already using influencers and another 53% considering their use.
The findings confirm that B2B tech buyers are increasingly looking to influencers for reliable insights, and as platforms like LinkedIn continue to foster this type of content, social video is expected to remain a dominant force in B2B marketing.
Reference: https://www.marketingweek.com/social-video-influencing-b2b-buyers/
