After recently adding video ads to its suite of marketing tools, LinkedIn’s now looking to highlight the value of the option, with a new report showing how video content, in particular, can be hugely influential in one of the platform’s key areas of focus – B2B interactions.

And according to LinkedIn’s data, video ads can play a significant role in the B2B process in a way you may not have considered – B2B sales are highly influenced by emotional factors. In fact, B2B buyers are 50% more likely to make a purchase based on emotional vs functional value, while up to 86% of B2B buyers see no real difference between suppliers – an opportunity to use emotional connection to stand out.

LinkedIn has included its findings in the below infographic – you can read the full LinkedIn “Leveraging Emotions in B2B Marketing’ report here.