LinkedIn is launching new marketing experts team for business advertisers.
Recruitment site LinkedIn is introducing a new B2B marketing team, ‘BrandWords’, which looks to help the tech giant cement its position as the front-running platform for business advertisers.
BrandWorks was launched in March, and is made up of a team of marketing experts, and is expected to generate ‘an annualised run rate of $100 million next fiscal year,’ reports Reuters. It currently focuses on businesses looking to attract enterprise clients.
The team aims to deliver effective and high-performance ad campaigns for its B2B customers – which include IBM, ServiceNow, and SAP.
“We’re developing services that are designed to meet the marketer where they are,” said Alex Josephson, vice president of BrandWorks.
In the US, B2B social adspend is predicted to reach $11.64bn by 2027 – with an estimated 80% of B2B budgets now directed towards search and social media. Both Google and LinkedIn are looking to take advantage of this increased spending.
As such, LinkedIn is targeting young users with investments in video formats. “Gen Z is our fastest-growing demographic on the platform. They are our fastest-growing in terms of engagement with content,” Josephson said.
Businesses are taking part, too. Video posts from chief executives have increased by 68% in the last two years.
Short-form video content on LinkedIn has been the fastest growing format on the platform, with a 34% year-on-year increase in uploads, Microsoft’s Q4 FY24 earnings report. Immersive video views also increased 6x quarter-over-quarter, with total video viewership on LinkedIn now up 36% year-over-year.
The soaring popularity of short-form videos on platforms like TikTok, YouTube, and Instagram has illustrated a gap between video creators and consumers – creating a low-supply, high-demand environment.
LinkedIn’s new prioritisation of video features offer B2B advertisers a way to meet businesses in the environment they exist within and make a real impact on business decisions. B2B buyers report that short-term content informs their buying decisions, and 80% state that video-focused influencer content is one of their most trusted forms of content in B2B marketing.
