83% of B2B buyers in India trust video content from industry influencers: LinkedIn report

Video content, especially that created by trusted industry influencers, is rapidly emerging as the most compelling format for B2B marketing in India. According to LinkedIn’s latest research, 83% of B2B buyers in India state that short-form videos from industry experts are one of the most trusted forms of content in their purchasing decisions.

Additionally, 66% of buyers agree that video content plays a crucial role in shaping their buying choices. This data, from LinkedIn's "The Business of Influence" study, underscores the growing importance of video influencers in building brand credibility and awareness within the B2B space.

The research also highlights the power of video as the fastest-growing content format on LinkedIn, with video uploads increasing by 34% year-over-year. As the platform emerges as one of the leading spaces for B2B video marketing, LinkedIn has taken significant steps to support brands in utilizing this format. New product features such as Live Event Ads and Accelerate, LinkedIn’s AI-driven campaign creation tool, are designed to help marketers harness the influence of video content and improve their engagement with potential buyers.

The report reveals that video influencer content plays a crucial role in building brand trust, with 72% of B2B buyers in India saying that engaging with influencer content fosters greater trust in the brands featured. Additionally, 70% of respondents believe such content helps raise awareness of various products and solutions. The importance of influencer-driven video content is particularly high among Gen Z buyers, with 93% of them engaging with B2B influencer content on a monthly basis—14% higher than other buyer groups. As these younger buyers continue to make an impact in the B2B space, the role of video influencers in shaping purchasing decisions is expected to grow even further.

LinkedIn’s Director of Marketing Solutions in India, Sachin Sharma, emphasized, “As the B2B buying journey becomes more complex, buyers are increasingly drawn to brands they know and trust. Video content, especially when it’s led by trusted industry experts, can create emotional connections with buyers, fostering trust and setting brands apart in a crowded marketplace.”

In line with the growing demand for video-driven engagement, LinkedIn is introducing several new features to help B2B marketers optimize their video content. Live Event Ads have been enhanced to allow marketers to promote member posts about Live Events hosted by company pages. This feature links directly to the event, driving registrations, views, and engagement. Additionally, a new “sneak peek” option allows brands to showcase a 30-second video preview of their event on LinkedIn, further boosting interest and attendance.

Moreover, LinkedIn’s Accelerate, now in global beta, provides an AI-powered campaign creation experience that enables marketers to craft video ads with ease. This tool shows a 42% reduction in cost per action compared to traditional campaigns, helping brands create more cost-effective campaigns while reaching their target audiences. New features for Accelerate include the option to add video ads alongside documents such as eBooks or customer testimonials. This expansion of capabilities allows B2B marketers to better align their content with their objectives, whether that’s increasing brand awareness, driving video views, or enhancing website conversions.

With these innovations, LinkedIn is positioning itself as a key player in the B2B video marketing space. As B2B brands increasingly turn to video content and influencers to reach their target audiences, LinkedIn’s new features, including Live Event Ads, Accelerate, and Sponsored Newsletters, offer powerful tools to help marketers drive engagement and build trust in a competitive environment. Through the continued growth of video influencer content and LinkedIn’s suite of new offerings, brands can strengthen their presence in the minds of potential buyers and influence future purchase decisions.