LinkedIn on B2B Video and Trusted Voices
Source: demandgenreport.com
Building Trust in B2B Marketing
In the current B2B environment, trust is essential. Decision-makers are increasingly using their networks for advice, so brands must change how they communicate. Modern marketing, like a guide in unfamiliar territory, requires a smart plan to overcome distractions and build genuine connections.
Alex Josephson, VP at LinkedIn, discussed how brands are finding success using B2B video with trusted leaders at Advertising Week New York. He spoke about the importance of B2B marketing videos, why video is vital for engagement, and how using credible creators can greatly improve a brand’s message.
Trends Shaping B2B Video Marketing
According to Josephson, B2B buying has changed significantly. Today’s decision-makers are digital natives, with a large portion being Gen Z or millennials. They seek information from their networks and use video more often. Video allows brands to be relevant, with short-form and emotionally engaging content taking prominence. Platforms such as LinkedIn are becoming popular for this type of storytelling.
The Power of Video Storytelling
Video is growing faster than other formats on LinkedIn because it offers authenticity and credibility, which B2B buyers value. Whether it’s a founder’s perspective, a customer story, or a creator explaining a topic, video humanizes a brand and makes it relatable. Brands can build trust and influence decision-makers with content that is timely, relevant, and addresses real business needs, especially when reaching the right audience.
Network-Driven Storytelling
People trust other people, even with AI. Research indicates that professionals trust their network more than search engines or AI. Network-driven storytelling is effective because it involves who is sharing the message and where. When creators, employees, or industry experts share a brand’s story, it becomes more credible and influential, which is crucial in B2B decisions made by groups.
Benefits of Partnering with Trusted Creators
The key benefits are credibility, relevance, and reach. Brands that partner with creators who share their values achieve better results. For instance, LinkedIn’s BrandLink users see higher completion and view rates compared to standard ads. Furthermore, members are more likely to become leads after seeing a BrandLink campaign. Creators add a human element, helping brands connect as peers and build trust.
Adapting to B2B Buyer Preferences
Brands should always focus on understanding their buyers. Today’s B2B buyers are on multiple platforms and are from different generations. They want content that is relevant, credible, and valuable, such as short-form video, thought leadership, and creator-led stories. Successful brands are those that solve customer problems and connect authentically with buyers where they are.
Collaborating with Trusted Creators
Start by defining clear goals and finding creators who share your audience and values. Then, work together to create content that feels natural, like product walkthroughs or customer stories. Nurture these relationships for long-term collaborations built on trust.
Video's ROI Acceleration
Video drives results because it creates connection. It can simplify complex topics and build trust, speeding up the buyer's journey. When used well, video can be a significant driver of growth.
The Role of AI
While AI can enhance personalization, it cannot create trust. The challenge is finding balance. Over-automated messages can feel impersonal, causing buyers to disengage. AI should free up time for human connection, not replace it. Brands that prioritize human connection will earn trust.
Balancing Technology and Human Connection
Use technology for tasks like segmentation and timing, but keep the human element central. Personalized messages, live video, and creator-led campaigns drive conversion by fostering connection.