LinkedIn’s 2025 study reveals why creator-led video is now B2B’s must-have move
LinkedIn’s 2025 survey shows marketers are losing audience attention—and how video storytelling might be the fix
It’s official: marketers are sounding the alarm on attention.
According to LinkedIn’s 2025 B2B Marketer Sentiment Research, a staggering 94% of marketers in Singapore say that grabbing and holding audience attention is now their top concern.
And it’s not just a regional blip—it reflects a global shift in how B2B buyers behave and what they expect from brand experiences.
The study reveals a clear mandate: if you’re not telling bold, creative stories through video, you’re falling behind. 70% of respondents warned that brands who fail to invest in video risk obsolescence, while 87% call for more creative campaigns—despite the fact that 79% are shackled by risk-averse leadership.
This article explores the key findings from LinkedIn’s research and what they signal for marketers trying to cut through the noise in 2025.
Short on time?
Here’s a table of contents for quick access:
- Marketers agree: attention is slipping
- Creative ideas are stifled—but needed
- Influencer marketing goes mainstream
- What marketers should know
Patrecia Meliana
Marketers agree: attention is slipping
There’s no denying the central challenge in 2025: attention is harder to earn. Nearly every marketer LinkedIn surveyed in Singapore—94%, to be exact—highlighted audience attention as their top challenge.
That’s not surprising given the rapid fragmentation of media consumption and the rise of AI-generated content, which makes cutting through the noise even more difficult.
What’s changing is how marketers are choosing to respond. A strong majority (70%) now believe that without serious investment in video storytelling, brands will fall behind.
This isn’t about slick ad films—it’s about emotionally resonant, human-first narratives that create scroll-stopping moments across platforms like LinkedIn, TikTok, and YouTube.
Patrecia Meliana
Creative ideas are stifled but needed
Here’s the paradox: even as 87% of marketers see the need for more creative campaigns, 79% feel their leadership is too risk-averse to pursue them.
This tension is leaving creative teams boxed in and missing opportunities to stand out in crowded markets.
It’s a familiar story for B2B marketers, where legacy thinking often favors safe, rational messaging over bold emotional storytelling.
But with attention shrinking and younger buyers dominating the funnel, playing it safe is looking riskier by the day.
Patrecia Meliana
Influencer marketing goes mainstream
Authenticity isn’t just a buzzword anymore—it’s a business requirement. LinkedIn’s data shows that 63% of marketers worldwide say campaigns that don’t include creators or influencers feel incomplete.
In Singapore, the link between creators and commerce is even clearer: 89% expect influencer marketing to directly drive sales this year.
With Gen Z and millennials now making up 71% of all B2B buyers, the shift to peer-driven, trust-based marketing is well underway.
These buyers consult more than 10 sources before making a decision, with social media and peer networks playing an outsized role. Traditional top-down brand messaging no longer cuts it.
Atikah Amalia
What marketers should know
Here’s how to act on these insights now:
1. Rethink the content funnel with video at the core
If attention is the new currency, then video is the vehicle. Build out serialized content, not just ads. Highlight behind-the-scenes stories, founder POVs, and customer journeys.
2. Make creators your partners, not just megaphones
Find creators who actually use your product or know your space. Co-create with them, give them freedom, and let authenticity lead. Creator-led content consistently outperforms brand-polished assets when it comes to trust and reach.
3. Rebuild trust with bold ideas—despite leadership resistance
Creative bravery doesn’t mean abandoning brand guardrails. It means testing smarter, iterating faster, and showing results. Start small with A/B-tested creative pilots that make the case for going bolder.
4. Map the new buyer journey
Younger B2B buyers don’t follow a linear path. They watch YouTube explainers, skim Reddit threads, DM creators, and only then visit your site. Build a content strategy that meets them on their terms.
The message from LinkedIn’s 2025 research is clear: B2B marketing is entering a new era—one that demands more authenticity, creativity, and human storytelling. Safe, formulaic campaigns won’t cut it when buyers scroll past anything that feels staged or corporate.
To keep up, brands must invest in creator-led video strategies that not only capture attention but also build real connections.
That means trusting creative teams, empowering influencers, and embracing bold ideas—because in this attention economy, boring is the biggest risk of all.
