5 Stats to Start Your Week: Creative Effectiveness, Media Consumption, B2B Buying Preferences

1. Creative effectiveness

• Marketers that prioritize creativity are 3x more likely to report effectiveness from their marketing campaigns (Source: [Adobe](https://business.adobe.com/resources/reports/state-of-creativity.html)). • 67% percent of B2B organizations said creative content increases audience engagement and brand awareness, making it vital for reaching new customers (Source: [CMO by Adobe](https://www.cmo.com/articles/2022/1/28/creative-content-is-critical-for-b2b-companies-new-research-finds.html)).

2. Media consumption

• In 2023, TikTok will surpass YouTube as the most popular social media platform in the United States (Source: [eMarketer](https://www.emarketer.com/content/tiktok-advances-on-youtube)). • 80% percent of consumers prefer to watch live videos from a brand rather than read a blog post (Source: [Livestream](https://livestream.com/blog/live-video-statistics)).

3. B2B buying preferences

• 75% percent of B2B buyers expect a personalized experience from companies (Source: [McKinsey](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/how-we-help-clients/growth-marketing/growth-marketing-and-sales-practice/perspectives/the-great-disconnect-between-b2b-buyers-and-sellers)). • 68% percent of B2B buyers say they are influenced by user-generated content when making buying decisions (Source: [Stackla](https://stackla.com/resources/user-generated-content-statistics)).