As we navigate 2024, B2B content marketing is undergoing a significant transformation, with short-form video and social media content emerging as key players. Platforms like YouTube Shorts, Instagram Reels, and TikTok are proving to be exceptionally effective for B2B brands, thanks to their sophisticated algorithms that deliver content to targeted audiences with precision.
This shift is largely driven by the changing demographics of B2B buying committees, now increasingly populated by millennials and Gen Z. These digital natives prefer short-form video as their primary content format, often turning to social media platforms for insights and recommendations. To remain competitive, B2B brands must meet these decision-makers on their preferred platforms.
Short-form videos offer a unique advantage in showcasing in-house executive expertise and proprietary research. They provide a dynamic, visually compelling medium to demonstrate thought leadership and share unique insights, effectively establishing credibility and fostering trust among potential buyers.
Recent data supports this trend towards video and social media in B2B marketing:
- Nearly 50% of B2B marketers plan to increase their social media and video content distribution in 2024.
- 75% of B2B marketers now incorporate influencers into their strategies.
- 93% of marketers intend to increase their influencer budgets due to positive outcomes.
- Short-form video content has been identified as delivering the highest ROI, particularly for initial engagement.
As B2B brands adopt these approaches, they face the challenge of balancing immediate lead generation with long-term brand building. Short-form video offers a solution, enabling companies to drive immediate engagement while simultaneously laying the foundation for sustainable growth.
For the remainder of 2024 and beyond, the B2B content marketing landscape is influenced by the power of short-form video and social media. By aligning content strategies with the preferences of younger buyers and showcasing expertise in formats that resonate with modern consumption habits, B2B brands can position themselves for success in an increasingly competitive digital environment.
If you would like to get in touch with one of our experts or learn more about our capabilities, please contact [email protected].
Jackson Richards, VP of Strategy, Direct Agents
Source
eMarketer (1)
eMarketer (2)