Based on learnings from 2022, we are all aware of the power of a great video campaign to inform and connect. According to research, 86% of businesses use video as a marketing tool, and 92% consider it an essential component of their overall strategy.
The same study found that businesses use video for a variety of reasons, with explainer videos topping the list, followed by social media videos and presentations. YouTube, LinkedIn, and Instagram are the top three channels used by businesses.
Video can play an important role in the sales and marketing cycle for B2B companies. This is quite relevant on LinkedIn, where video has grown in popularity as a way to connect with and influence customers. LinkedIn has evolved into a platform where people can quickly create user-generated content. People do it in varying degrees of sophistication. Your mileage will vary depending on your preferences and budgets.
Based on the abovementioned statistics it would make sense for brands and their sales teams to connect with customers through social media. This is especially true for B2B companies with longer sales cycles and a reliance on digital channels to provide useful and relevant information. This is what will drive success in 2023.