66% of B2B buyers in India say video influences their purchasing decisions: LinkedIn

India's B2B landscape is rapidly evolving, with 66% of buyers affirming that video content significantly impacts their purchasing decisions, according to new LinkedIn research. The platform’s "The Business of Influence" study surveyed over 1,700 tech buyers from India, the US, and the UK, and uncovered compelling data about the growing importance of video, events, and expert-led content in B2B marketing. In India, 83% of video consumers agree that short-form video content from industry experts is one of the most trusted forms of information when making B2B decisions.

LinkedIn’s report highlights that video is now the fastest-growing content format on the platform, with uploads increasing by 34% year-over-year. LinkedIn has emerged as one of the leading video platforms for B2B brands, with video content capturing the attention of buyers at crucial stages of their journey. As the research reveals, B2B marketers are increasingly turning to video and influencer-led content to address the challenge of reaching a highly informed and discerning audience.

The report also underscores the role of influencers and subject-matter experts in building trust and brand awareness. Among the Indian respondents, 72% stated that B2B influencer content fosters trust in brands, while 70% said it raises awareness about different products and services. With 56% of all B2B buyers anticipating an increased reliance on influencers in the tech purchasing process over the next three years, it's clear that influencer marketing is gaining momentum. LinkedIn’s data also reveals that Gen Z, a rapidly growing segment of the B2B buying group, engages with influencer content 14% more than other demographics.

Sachin Sharma, Director of LinkedIn Marketing Solutions in India, comments, "The B2B buying journey is becoming more complex, with multiple stakeholders involved. Buyers today are more likely to trust and purchase from brands they already know. As a result, maintaining top-of-mind awareness across various touchpoints is critical for B2B brands. Authentic, expert-driven videos help brands connect emotionally with buyers, cultivate trust, and differentiate themselves in a competitive market."

LinkedIn is responding to this shift by enhancing its video advertising capabilities. The platform is introducing new features for Live Event Ads and its AI-powered campaign creation tool, Accelerate. These innovations are designed to help B2B marketers better engage their target audiences with video content. Live Event Ads, for example, will allow brands to promote posts and offer sneak peeks of events to increase registration and engagement. Meanwhile, the Accelerate tool, now in global beta, enables brands to create AI-generated video ads, with early tests showing up to 42% lower cost per action compared to traditional campaigns.

As the demand for video content and influencer-led marketing continues to grow, LinkedIn’s focus on providing new, innovative tools aims to help brands stay ahead of the curve in a dynamic and competitive market. By leveraging these advancements, B2B marketers can further personalize their campaigns, engage their audiences, and build lasting connections that drive future business success.