LinkedIn has expanded its Wire video promotion offering, allowing brands to place video ads alongside premium publisher content within the app. This move aligns with the significant shift in B2B marketing, where short-form video content is becoming essential for engaging and educating target audiences. The post emphasizes the urgency for B2B marketers, content creators, and business owners to harness the power of short-form video.
The Rise of Short-Form Video in B2B Marketing
Video marketing has surged in recent years, with over 84% of marketers noting increased website traffic due to video, particularly short-form videos under 60 seconds. These videos cater to busy professionals seeking concise and engaging content. Mibbie Plouvier from SAS highlights the effectiveness of short-form video in delivering quick, impactful messages.
Why Short-Form Video is Becoming Popular
Several factors contribute to the rising popularity of short-form video in B2B marketing. It aligns with changing audience consumption habits, as 75% of US adults watch up to two hours of short-form video daily. This format allows businesses to differentiate themselves from competitors and offers a unique, personality-driven approach that is difficult to replicate with AI.
LinkedIn's The Wire Program
The Wire Program allows brands to promote in-stream video ads alongside trusted publisher content, capitalizing on the increasing viewership of short-form videos on LinkedIn, which has risen 36% year-over-year. This initiative targets the small percentage of B2B buyers actively looking to purchase, helping brands stay top-of-mind. Participating publishers include Barron’s, Bloomberg, and The Wall Street Journal, enabling businesses to run self-serve in-stream video ads.
Future Trends and Predictions for Short-Form Video in B2B Marketing
The future of short-form video in B2B marketing is bright, with several trends emerging:
- Increased Collaboration: Partnerships between social media platforms and publishers are expected to grow, enhancing audience targeting.
- Personalization and AI: AI will play a crucial role in storytelling and production, allowing for personalized content that resonates with viewers.
- Shift to Social Media: Social media is becoming the primary discovery tool for content, necessitating optimization of short-form videos for these platforms.
Short-form video presents new opportunities for B2B marketers to engage and educate their audiences effectively. By understanding and adapting to these trends, businesses can leverage short-form video to drive traffic and achieve marketing objectives.
