B2B video marketing trends: firms challenge publishers to help them do more

Apr 16, 2018 | Content marketing

Video is the biggest priority for B2B marketers this year, according to the B2B Video Report released today by LinkedIn, the world's largest online professional network. Despite this, the industry continues to face challenges around its measurement, the study also found.

The research, based on a survey of 200 B2B marketers in the UK and Ireland, reveals that 62% see video as the most important content format, followed by email (48%), social media creative (36%) and infographics (29%).

Accordingly, over a quarter (26%) of those surveyed said they plan to invest more than £300k on video advertising this year, despite the research finding that the cost of creating video is a big challenge for B2B marketers.

The value of video up and down the funnel

Over 9 in 10 (93%) respondents agree that video gives B2B brands more room for storytelling and/or to express creativity, with building brand awareness (62%) and promoting a product/service (50%) also cited as reasons for investing in video content.

Highlighting its value throughout the funnel, the majority of those surveyed also said that video helps them drive a higher volume of leads (77%) as well as higher quality leads (78%).
According to the findings, the top three formats for video content are Product Videos (48%), How-to Videos (40%) and Explainer Videos (38%). Additionally, nearly a third (32%) of B2B marketers said that videos which are helpful and informative have the most impact amongst target audiences. This is reflected by LinkedIn member research, which found that 68% of members were more likely to watch a video if its title was relevant to their job.

Looking ahead, 87% of B2B marketers said they intend to experiment even more with video in the future and 37% plan to use consumer videos for B2B audiences too.

Context and measurement remain a challenge

LinkedIn also revealed that almost half of B2B marketers (44%) agreed that reaching the right audience in the right context was an issue the industry needs to overcome. 38% of respondents listed an inability to measure results as a key challenge to video advertising, whilst 38% said a lack of transparency with how platforms measure video was also a problem.

Three quarters (75%) of B2B marketers called on publishers and platforms to make targeting through video more effective, with completion rates, click-through-rates and activity on landing pages identified as the best way to measure successful targeting.

“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.” said Tom Pepper, Head of LinkedIn Marketing Solutions UK.

“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.”

Johanna Mimoun, Digital Lead of Philips HealthSystems France said: “Video is the new king of content, giving us more room for storytelling and creativity than ever before. Driving leads is ultimately what counts in B2B marketing and video has demonstrated that it adds value for us throughout the funnel. It’s now up to publishers and brands to come together to ensure this continues in the future.”

Oliver Barter, Head of Content at gyro UK, said: “When it comes down to it, content has to be engaging to be successful. As video gives more freedom for storytelling and creativity than ever before, it’s great to see B2B marketers turning to it in their droves to engage with professional audiences. I’m excited to see how brands experiment more with their video content in the future.”


Research for the B2B Video Report was conducted by Censuswide via an online panel, polling 202 B2B Digital Marketers in the UK and Ireland between 14.02.18 and 09.03.18. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.

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