Great article by Patricia Yeager at the ANA with spot-on insights from Rick LaFond at Gartner: "Brands are very good about talking about their products," he says. "The struggle is talking about the customer and their own needs."

I just started using YouTube after seeing Kim Rittberg speak at Fast Company’s Innovation Festival in September (2023). She was inspiring and motivating — and correct! Our YT channel has taken off. Also surprising:

The [Gartner] report, which surveyed 771 B2B buyers in November and December 2022, showed that YouTube, at 65 percent, is the No. 1 social media channel to influence a recent B2B purchase decision, followed by Facebook (60 percent), Instagram (55 percent), X, formerly Twitter (48 percent), LinkedIn (43 percent), and TikTok (22 percent). That begs the larger question about whether B2B marketers will finally start to shift bigger parts of their budgets from traditional marketing venues to their social channels.

B2B brands always seem to focus on LinkedIn (for obvious reasons), but it is YouTube that is the most influential platform for B2B buyers. Read the article — Let’s make some video!