B2B Marketing News: 3 B2B Pandemic Marketing Studies, YouTube Launches Shorts, Twitter Tests Audio & New Emoji Performance Report Data

Now Is the Time for B2B Content
During the pandemic, video and webinar content has seen the largest increase in views according to recently-released survey data, while views of unique content assets during March through May climbed by 40 percent compared to earlier in 2020, with the average number of sessions per visitor up some 43 percent. ANA

Google Shares Exclusive Data On How B2B Buyers Changed, Adapted During COVID-19
64 percent of B2B buyers have increased their use of online video during the pandemic, with overall online marketing use rising by 88 percent including 45 percent who started using digital for the first time during the global health crisis, according to newly-released report data. MediaPost

Instagram Adds ‘Suggested Reels’ Display in Main Feed, Launches Monthly Reels Trend Insights
Instagram has expanded the visibility of its short-form vertical video feature Reels on the platform, bringing a prominent new suggested Reels section and the ability to recommend Reels clips for inclusion as featured content, the Facebook-owned social media firm recently announced. Social Media Today

Building YouTube Shorts, a new way to watch & create on YouTube
YouTube just launched a beta trial of its new YouTube Shorts 15-second vertical video creation function — presently only for users in India with a global rollout planned — joining Instagram’s recent test of its similar Instagram Reels mobile-friendly capability. YouTube

Twitter’s Testing Audio Clips in DMs with Users in Brazil
Twitter has begun testing the ability to record up to 140 seconds of audio for inclusion in direct messages sent through the social platform, expanding on similar functionality recently added to public tweets, Twitter recently announced. Social Media Today

Podcasts outperform traditional media, digital display on brand awareness, study says
Podcasts have driven B2B brands to 77 percent greater levels of brand awareness, according to recently-released survey data, a rate as much as 30 times higher than brand awareness lift rates achieved by other media channels. Mobile Marketer

Facebook Announces New Limits on How Many Ads Pages Can Run Concurrently
Facebook has given notice that advertisers will face new limitations on the number of allowable simultaneous page ads, and that four new tiers of advertiser categories will be implemented in February 2021, the social media giant recently announced. Social Media Today

Emojis in Email Subject Lines: Do They Affect Open Rates? [DATA]
Recently-released survey data from nearly four million emails shows where emojis tend to work and not work, including a look at the diminutive visual embelishments’ sometimes-sizable impact on click-through-rates (CTRs) and other metrics. Search Engine Journal

Forrester: How to differentiate your brand with ethical marketing
Forrester has taken a look at the importance of transparent pricing, social responsible, fairness, and honesty and their significance when it comes to differentiating brands, and CMO examines recent findings of interest to digital marketers. CMO

How B2B companies are adapting customer engagement strategies during Covid
46 percent of B2B executives say marketing spending is being scrutinized more closely for its direct sales impact during the pandemic, while 50 percent say its important for their firms to redefine their mission, purpose, and offerings — two of numerous findings of interest to digital marketers in newly-released survey data. Edelman

ON THE LIGHTER SIDE:

A lighthearted look at the “sales impact of advertising” by Marketoonist Tom Fishburne — Marketoonist

Amiga Fast File System makes minor comeback in new Linux kernel — The Register

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden / TopRank Marketing — CMWorld 2020: Break the Rules and Market Bravely in 2020 — Content Marketing Institute (client)
• Lee Odden — CCO: Lee Odden – Use Influencers Effectively [VIDEO] — Content Marketing Institute
• Lee Odden — The Juice Newsletter — Joseph Jaffe
• TopRank Marketing — El 91% de los responsables de Marketing buscan influencers con audiencias relevantes para sus marcas [In Spanish.] — Puro Marketing

Have you found your own top marketing stories from the past week of news? Please let us know in the comments below.

Thanks for joining us for the weekly B2B marketing industry news, and we hope that you will return again next Friday and tune in for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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