SINGAPORE: Video is the preferred format for B2B marketers in Asia Pacific markets, and almost half of them are using online video to drive leads, according to LinkedIn research.

“Why video is seen as so important is because it is incredibly versatile,” said Kate Mallord, APAC content marketing manager of LinkedIn Marketing Solutions in a recent live webinar where she presented the findings of an online survey of 1,400 marketers worldwide, including 309 respondents from Australia, Hong Kong, India, New Zealand and Singapore.

Brand awareness was the main reason (74%) APAC marketers gave for using video, followed by product and service promotion (49%) and lead generation (41%). (For more, read WARC’s report: Five ways B2B marketers can use video.)

While cost is seen as the biggest challenge for APAC marketers, she advised that regional professionals don’t necessarily expect TV commercial production values. “Do what is in your comfort area, and what you can use to experiment with in your budget.”

Success is measured in many different ways – view rate is the most popular metric (58%), followed by reach and impressions (52%) and web page traffic (52%) – and Mallord stressed the need to measure according to objectives.

“If your objective is brand awareness, reach and impressions are very important. But if your objective is lead generation, reach and impressions are vanity metrics.”

With 41% of APAC marketers using video for lead generation, however, the medium is fast shaping up to drive sales. “Video at the bottom of the funnel can be a final push to signal intent, and that might well be a case study or a product service walkthrough,” she observed.

Marketers should also consider expanding their repertoire from product videos to include thought leadership and webinars as part of a digital marketing strategy.

And, Mallard added, they need to adapt the tone of their videos to local markets. Inspiring content is most important in Australia and New Zealand, the Indian market has seen success with informative videos “delivered in an energetic manner”, while humour plays well in Hong Kong and Singapore.

Sourced from WARC