This year at the NewFronts, LinkedIn made one thing clear. Video and creators are no longer optional. And the data to back it up is almost impossible to argue with. I sat down with Mark Lobosco, LinkedIn's Chief Business Officer, during NewFronts week to discuss their announcements, creators, and insights. ๐ฉ๐ถ๐ฑ๐ฒ๐ผ ๐ถ๐ ๐๐ต๐ฒ ๐ป๐ฒ๐ ๐ณ๐น๐ผ๐ผ๐ฟ Mark put it plainly. Video is not a nice-to-have on LinkedIn anymore. Per Mark: โข Video is up 30% YoY on the platform โข Video ads perform 3x higher than other formats The broader industry data backs this up: โข Video generates 40% more engagement than any other content type โข 63% of B2B buyers say video content informs their buying decisions If you're treating LinkedIn as a text and link platform, you're leaving performance on the table. ๐๐ฟ๐ฒ๐ฎ๐๐ผ๐ฟ๐ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฑ๐ถ๐๐๐ฟ๐ถ๐ฏ๐๐๐ถ๐ผ๐ป ๐น๐ฎ๐๐ฒ๐ฟ Mark said creators are brand safe, trusted, and authoritative. They're the voices B2B audiences actually listen to. The industry data agrees. For Fortune 100 brands, creator content drove: โข 12x the impressions of owned channels โข 17x the engagements โข 20x the earned media value And buyers are responding. 87% of B2B buyers prefer content from trusted industry voices. 82% say creator content directly influences their purchasing decisions. 94% of organizations now believe creator content drives more ROI than traditional digital advertising. This is why LinkedIn just expanded Top Voices 360. Brands can sponsor content from creators like Corporate Natalie and Sue Bird. ๐ช๐ต๐ ๐๐ต๐ถ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ๐ B2B buyers are increasingly Gen Z and Millennial. They don't download whitepapers. They follow creators. The brands who will win in the coming years will be those that partne with the voices your buyers already trust. ----- Enjoy this? โป๏ธ Repost it to your network & follow Brendan Gahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority.
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