63% of B2B tech buyers trust social video content from industry experts to inform purchasing decisions

The rise of social video in B2B content marketing

In the fast-evolving world of B2B content marketing, one trend is becoming increasingly clear: the dominance of short-form social video. According to new research from LinkedIn, 63% of B2B tech buyers say that social video content from industry experts significantly informs their purchasing decisions. This shift highlights how B2B decision-makers, particularly in the tech sector, prefer concise, engaging, and expert-driven content.

This trend is reinforced by LinkedIn’s own growth as a video platform. Video viewership on LinkedIn has surged by 36% year-over-year, with video creation growing twice as fast as other content formats. This marks a significant evolution in professional content consumption, positioning LinkedIn as a key channel for B2B marketers to engage decision-makers effectively.

Moreover, the launch of a dedicated vertical video feed on LinkedIn’s mobile app is attracting both creators and brands. LinkedIn’s publisher program, with over 500 publishers and journalists, has fueled a 67% year-over-year growth in weekly video content creation. This boom presents a key opportunity for B2B brands: leveraging influencer-led content to engage professional audiences authentically.

From traditional video ads to social video content: The power of B2B influencer marketing

The contrast between traditional video ad performance and influencer-driven content reveals a clear takeaway: B2B influencer marketing is more effective because it’s authentic, engaging, and trusted.

67% say influencer content helps build brand trust and product awareness.
Since 2016, the global market for B2B influencer marketing has grown 20-fold. According to Ogilvy’s Influencing Business report:

• 75% of B2B marketers are already using influencers.
• 53% of companies not yet using influencer marketing are considering it.

This growth reflects the increasing demand for authentic voices in B2B ecosystems. As traditional ad effectiveness declines, influencer-led social video offers a proven path to engagement, brand trust, and measurable business growth. For more on this trend, see Effective B2B 2025 influencer marketing strategies, which explores how influencer content is evolving to meet the demands of modern B2B audiences.The Gen Z effect is redefining B2B buying behaviorIn addition to the new video trend, LinkedIn’s research highlights the growing influence of Gen Z buyers:

• 90% of Gen Z professionals aware of influencer marketing engage with B2B influencer content monthly—11% higher than other generations.

As more Gen Z decision-makers enter the workforce, their preferences will shape future B2B content strategies. This generation values authenticity, bite-sized content, and peer-driven insights, making influencer-led social video essential for brands aiming to stay relevant. The importance of adapting to these shifts is detailed in B2B marketers gear up for the future, where emerging trends and buyer behavior are explored.

‍Next steps: Integrating traditional B2B Video Ads with social videos

‍Traditional strategies based on display ads and static content still hold some value, but they increasingly struggle to capture audience attention—unless integrated with social videos created by authoritative voices and formats aligned with the organic user experience.According to a study by the LinkedIn B2B Institute and Media Science:

• 81% of B2B video ads fail to effectively capture attention or generate brand recall.
  The study, conducted on 109 real B2B video ads shown to 770 LinkedIn users, revealed that:
• 53% of participants did not recognize the ad;
• Among those who noticed it, only 36% correctly identified the brand;
• On average, just 19% of participants recalled the ad and accurately associated it with the brand.

These figures highlight that while some ads manage to attract attention, the transition from attention to brand recall is weak. Even when an ad is noticed, brand recognition remains low, pointing to the need for more effective creative strategies.

‍Why traditional Video Ads need change

• Attention is fleeting: On average, a B2B video holds attention for only 3.7 seconds, even if it remains on screen for over 12 seconds.
• Weak branding strategies: Ads with minimal brand references struggle to be remembered. In contrast, those that mention the brand multiple times achieve up to 48% correct recognition.
• Ineffective duration: Shorter ads (under 10 seconds) often outperform longer ones in terms of brand recognition.
• Inefficient use of audio: While LinkedIn is predominantly a “mute” platform by default, strategic use of audio can enhance brand recall for users who activate sound.

The Solution?

‍Integrate traditional video ads with creative content that fosters emotional connections, with the help of influential social content creators. As highlighted in B2B Branding: addressing internal resistance and unlocking missed opportunities, many B2B brands struggle to move away from traditional, overly sales-oriented approaches, neglecting the importance of investing in creativity that builds emotional connections—an essential element for lasting brand recall.