LinkedIn recently conducted a poll where they asked B2B marketers in the UK and Ireland about where their focus is for the coming year. 62% of them responded saying that video is where they are putting most of their budget. In addition, 26% of them said that they would be spending more than £300,000 on video advertising in 2018.
50% of those surveyed said that these videos were being used to promote specific products and services, and 62% said that it the videos are used to promote brand awareness. Of course, there is significant overlap here since one video can often accomplish both goals.
Tom Pepper, the Head of LinkedIn Marketing Solutions UK said, “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.” He went on to say, “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.”
A well-made video that is distributed properly is truly one of the most valuable assets that marketers can have today.