Social Video is the Most Trusted Form of Content for B2B Buyers, Research Shows

Short-form social video content is rapidly becoming the most influential and trusted format for B2B buyers, with nearly two-thirds of decision-makers saying it plays a key role in their purchasing process. A recent survey conducted by LinkedIn reveals that 63% of buyers find social video content, especially from industry experts, helpful in informing their buying decisions.

The study, which surveyed over 1,700 B2B buyers across the US, UK, and India, highlights the increasing importance of short-form video in shaping B2B transactions. While 91% of buyers already engage with industry influencers during their decision-making process, it’s clear that social video stands out as a particularly powerful medium.

Regional Differences in Influence

Interestingly, the influence of short-form video varies by region. In India, 66% of buyers state that social video content significantly impacts their decisions. The numbers are somewhat lower in the US (59%) and the UK (49%), but the trend is undeniable: video is playing an increasingly pivotal role in how businesses communicate and make buying decisions across the globe.

The Power of Industry Influencers in Video Content

The data also shows that video content featuring industry influencers is particularly trusted by B2B buyers. A substantial 80% of buyers consuming video content believe that industry experts lend credibility and authority to the message, with trust levels highest among Indian buyers (83%), followed by those in the UK (79%) and the US (71%).

Additionally, two-thirds of buyers who consume B2B influencer content say that it not only builds brand trust but also increases awareness of different products and solutions. As more buyers rely on influencers to guide their choices, incorporating experts into video strategies is proving essential.

Gen Z is Shaping the Future of B2B Video Consumption

The study also uncovered an interesting generational trend: Gen Z buyers engage with B2B influencer content more than any other generation, with 90% of Gen Z buyers who are familiar with influencer marketing engaging with it on a monthly basis. This indicates that as Gen Z enters the workforce and takes on decision-making roles, the use of video in B2B marketing is set to rise even further.

A Growing Trend in B2B Marketing

Influencers are now integral to marketing strategies in the B2B space, particularly within sectors like IT, where 67% of buyers say that input from an industry expert is critical during the consideration stage. This reliance on influencers is expected to grow, with almost half of all respondents anticipating an increase in the use of B2B subject matter experts over the next three years.

According to a report by Ogilvy, the global market for B2B influencers has surged 20-fold since 2016. With three-quarters of B2B marketers already using influencers and more than half of the remaining companies considering doing so, influencer-led video content is fast becoming a cornerstone of successful B2B marketing.

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