Think about the last piece of content that stopped you mid-scroll. Chances are, it moved.

Video has been part of the marketing conversation for years. But in recent years, video has become the format around which campaigns are built. We saw it happen with our own clients. The questions shifted from “should we do video?” to “what kind, and for which platform?”

This shift is very much intentional. Platforms have rewritten their algorithms to favor videos. And now, AI search tools are pulling content from it too.

Social Engagement Has Always Favored Video

Platforms rank content using watch time and engagement signals. Video holds attention longer than a static post, and the algorithm notices. The longer someone stays, the more the platform pushes that content to new audiences.

​Video content produces 1,200% more shares than text and image posts combined. This is the kind of gap that changes how a campaign is planned from the start.

Instagram is a good example of how fast this can shift. Most B2B teams still treat it as a B2C channel. But 63% of industry professionals increased their video activity on Instagram in 2025, and Reels are proving to be a real discovery engine for business audiences.

LinkedIn Changed the Rules on What B2B Content Looks Like

Video views on LinkedIn have grown 36% year over year, and the platform is actively reshaping its interface around video. The feed that once rewarded a well-crafted text post now favors content that holds attention, and video does this best.

Format and length matter more than most teams realize. LinkedIn counts a view after just 3 seconds, and research consistently shows viewers decide whether to keep watching in that same window. For B2B, that means getting to the point fast and making sure the point is worth staying for.

That thinking is exactly why NCC’s LinkedIn video works. The message that the cybersecurity industry is the problem and not the average user needed a person making that argument directly on camera.

LLMs and AI Search Are Pulling From Video Now

Ask any AI tool a question today, and it will pull from whatever it can read.

LLMs are not watching your videos. They are reading them. Every word spoken in a video becomes a transcript, and that transcript is what AI search tools index and cite.

​In 2025, YouTube appeared in 29.5% of AI Overviews on average, outpacing sources that most brands had spent years optimizing for. The words in your video now carry the same weight as anything you publish in writing.

​This changes what a good video looks like. A vague, off-script video might get views, but it gives an LLM nothing to work with. A video built around a clear argument, with structure and specificity, becomes source material.

​Working across client campaigns, we saw how video stopped being just an audience play the moment AI tools started citing it as a source. The brands that treat it as authority-building now will have a compounding advantage that is very hard to close later.

YouTube Works Like a Search Engine

Over 3.5 billion searches happen on YouTube every month. People are looking for specific answers, and YouTube is where they go to find them. For B2B brands, that means a well-published video does not just reach an audience. It gets discovered by one.

​The difference comes down to how you publish. Titles, descriptions, transcripts, and chapters are how YouTube understands what your video is about and who to surface it to. A video with a clear argument and structured metadata keeps finding new viewers long after it goes live. That kind of compounding reach is something no other content format delivers at the same scale.

We applied this thinking to Fortanix. Their CEO, Anand Kashyap, breaks down what model weights are and why they matter for AI security. It is the kind of question a buyer types into a search bar. Published as a Short, structured around a real answer, it works whether someone follows the channel or not.

News Campaigns Hit Harder With Video Behind Them

When a brand has something real to say, video gives it somewhere to go beyond a press release.

A quote and a PDF get the job done, but a short video gives a story another dimension. It puts a face to the announcement, makes the message easier to reference, and gives editors something to embed.

That is exactly the thinking behind how we approached NCC’s product launch. The press release carried the announcement. The video gave the media something to point to, share, and embed alongside the story. It also gave the audience a way to understand the product without having to read anything. Two assets, one campaign, significantly more surface area.

Most PR teams still treat video as optional in a news cycle. We have found it is often what makes the difference between a story that gets picked up and one that gets filed away.

Put Video in From the Start

The brands building real momentum share one habit. Video is part of their plan from day one. When video is built into a campaign from the start, the message travels further, surfaces in more places, and keeps working long after the campaign wraps.

​Plan for it early, and everything else gets easier.

About BOCA Marketing Agency

BOCA is a purpose-built B2B tech marketing and communications agency at the forefront of AI-enabling technologies. We turn complex innovation into clear, compelling positioning for AI and emerging tech brands, amplified through multi-channel, intent-based campaigns that build awareness and a high-quality sales pipeline. Tech innovators partner with BOCA’s marketing-as-a-service model to extend their teams and execute go-to-market strategies that drive growth. Our work has fueled more than $36B in M&A, delivering measurable business impact.