Platform study
LinkedIn study: 53% of B2B marketers prefer short video and 32% see expert voices as the most effective medium
LinkedIn survey of 6,196 professionals across 12 markets. LinkedIn sells the formats it recommends.
Source: Comarketing-News, 22 oct — No sponsorship label, but promotes LinkedIn's advertising formats.
Censuswide surveyed 6,196 B2B marketers across 12 markets on behalf of LinkedIn, from July 21 to August 6, 2026. The article's figures are from French respondents.
Data: 81% believe that Generation Z buyers are more likely to consider a brand recommended by their professional community. 64% think credibility matters more than visibility. 69% say brands must be present on trusted professional networks to be discovered, including by AI tools. 46% see the greatest impact in the consideration phase and 25% in the awareness phase.
For the next 12 months, 43% will invest more in AI search optimization and 37% in expert voice content. Thought Leader Ads grew by around 40% in one year, a figure from the platform. The text cites two different figures (9 out of 10 and 89%) for the same question.
LinkedIn Ads Creators & influencers Audience