LinkedIn Presents the Future: Online Video Edition

April 22, 2018

Future of Online Video

Editor’s Note: The post introduces the latest LinkedIn Presents the Future video, which examines what's next for online video. The previous videos in the series can viewed here.

B2B marketers are embracing video. And an increasing number of them are using new video options from LinkedIn, such as Video Ads.

Video has always been a powerful medium for marketers — B2B and otherwise — to tell their brand stories. Xerox, for instance, famously introduced its celebrated “Brother Dominic” campaign for its copiers on the Super Bowl back in in 1977. But that was, of course, a rarity. Not every B2B marketer, then or now, can afford a Super Bowl spot.

So why are more B2B marketers now telling their stories using video? There are two main reasons:

  • First, social media platforms have democratized video distribution. No longer does a B2B marketer have to invest in an expensive TV buy to distribute its commercial or other video. Now B2B marketers can distribute video for free on platforms such as LinkedIn, Instagram, and YouTube.
  • Second, the reduction in production costs have made video accessible for even the smallest B2B marketer. DSLR cameras, often costing less than $1,000, have made high quality video a reality for most marketing departments. Plus, if you have a smart phone you have an amazing movie camera right in your pocket. On top of that, digital editing software means that marketers don’t have to spend hundreds of dollars an hour to access a professional editing suite.

These trends of distribution and production costs approaching essentially zero mean that video is a critical tool for B2B marketers now and in the future. In our latest video, LinkedIn Presents the Future: Online Video Edition, we asked a cross-section of thought leaders how B2B marketers will be using video in the coming years. Here is some of what they had to say:

I keep using the statistic that almost 70 percent of human being are visual learners. — Gini Dietrich, CEO, Arment Dietrich
The future of video is more video. The cost of video production has crashed down to basically zero. — Andy Crestodina, CMO, Orbit Media Studios
The public has let us know what they’re OK with seeing video that wasn’t professionally produced in a studio. — A.J. Wilcox, Founder, B2Linked
It’s been exciting to see some of the other platforms, like LinkedIn, add that capability where you can bring video onto the other platforms versus just publishing on YouTube. — Gina Michnowicz, CEO, The Craftsman Agency

In this video, Mario Martinez, CEO, Vengreso; Jeff Davis, Founder, The Sales & Marketing Alignment Summit; and David J.P. Fisher, President, RockStar Consulting also share their thoughts on the future of online video. You can view the full video below.

LinkedIn Presents the Future: Online Video Edition

To take a deeper dive into the future of video and what it means for B2B marketers, register today for the webinar, "5 Tips to Supercharge Your Video Content." And to keep pace with the latest in video and other digital marketing tools, subscribe today to the LinkedIn Marketing Blog.