Tech brands “need to step-up” their content marketing efforts to reach and engage with senior buyers or “risk being ignored” entirely according to a new report released on Tuesday by Immediate Future.
The study found browsing social media is now ubiquitous among tech professionals as 99.6% regularly log in to popular networking platforms, while more than 20% spend four or more hours of their day on them.
While LinkedIn has traditionally been positioned as the social site for formal business relations, board-level tech buyers actually prefer to watch videos on YouTube or read articles on Facebook. A total of 4 in 10 also use Twitter multiple times a day.
Immediate Future noted that platforms such as Instagram are no longer just “selfies, birthday posts and memes” as B2B buyers are following users and consuming content that is closely aligned to their work. There has also been a “blurring of work and play”.
The study also found senior IT professionals are averse to leaving comments as they are not interested in starting a debate. Instead, they will watch content that interests them and then share it publicly.
“Compared to their board level counterparts, these senior buyers are surprisingly social-savvy. The data also reveals that they’re rather a cynical and status-driven bunch. They demand value content, relevant context and communications that speak to their requirements”, Immediate Future CEO, Katy Howell said in a statement.
These requirements are often centred around thought leadership, advice and opinion-led pieces rather than products being pushed or hard sells.