LinkedIn’s AI and Video Tools Revolutionize B2B Influencer Marketing

News 05 Dec 2024

Today, a lot of change is happening in the B2B marketing domain, especially with the help of LinkedIn, which provides tools and ways to get the best results for marketers. LinkedIn’s recent research report confirmed that B2B influencer marketing is growing as a trend because various professional influencers shape organizations’ decisions across industries. Such a trend seems that specialists in their narrow subject fields are more active in developing the trust and credibility of particular brands and in the final decision to buy those brands, particularly in IT and electronics.

A LinkedIn study called “The Business of Influence” quantitatively assessed the role of B2B influencers based on the results of the survey of more than 1 700 tech buyers in the USA, Great Britain, and India. This revealed that 72 percent of Indian B2B buyers who consume influencer content trust it to build a brand, and 70 percent said that the content increases awareness about products and solutions. Cohort-wise, Gen Z buyers are also responsible for this shift because 93 percent of Indian Gen Z decision-makers regularly consume content created by influencers.

LinkedIn reported a 34% year-over-year growth in video uploads, acknowledging the medium’s power: the fastest-growing format on the website. The survey also shows that 66% of B2B buyers in India consider short-form videos necessary in decision-making, and 83% stated that they highly trust video influencer content from creators they perceive as providing high value.

LinkedIn has rolled out features to support this shift that will assist B2b Marketers when creating great campaigns. That’s why AI-powered “Accelerate” can now create videos due to its beta release. Improving Live Event ads and sponsored newsletters gives marketers more opportunities to address the audience again. These updates ensure that LinkedIn’s vision of Dahlberg’s helping brands tell honest, professional stories that appeal to the buyer’s emotions is achieved.

Sachin Sharma, the Director of LinkedIn Marketing Solutions India, said, ‘While the clients and the brands are changing, it comes down to executing a compelling communication that will make people remember the brand.’ More importantly, the practice underlines the need to create strong memory recall for future influence in the purchasing decision-making process. Branded content must be genuine, and the client’s involvement makes people emotionally connect, as Sharma noted.

With new developments in AI and video, LinkedIn is still a vital space for B2B marketers trying to promote influencer marketing, build brand equity, and reach future generations of buyers in 2025 and beyond.

Jaguar Rebranding is getting backlash, but guess what?