• by Kate Newman , February 18, 2025

The back and forth over TikTok’s future in the U.S. is reshaping the digital advertising landscape. With TikTok users averaging 79 minutes per day on the app, its potential absence has fueled competition among platforms offering similar video formats, such as YouTube Shorts and Instagram Reels. For B2B marketers, this uncertainty presents an opportunity to explore untapped areas where TikTok’s engagement hasn’t been fully replicated.  

LinkedIn: Video Goes Vertical

LinkedIn is adapting to the demand for vertical video formats tailored for professional contexts. With Gen Z and millennials now making up 71% of B2B buyers according to Forrester’s annual survey, this shift couldn’t come at a better time! These digital natives prefer dynamic, bite-sized content, making video paramount for B2B marketers to connect with this audience. By showcasing relatable stories, behind-the-scenes moments, and emotional elements of your product or service, your brand becomes more memorable and trustworthy.

Executional Tip: While LinkedIn still supports horizontal videos, they may appear with black bars on mobile, signaling a clear emphasis on vertical content for better engagement.

Influencer Marketing: B2B Opportunities Abound

Influencer marketing isn’t limited to consumer brands. Trusted voices exist in every B2B niche -- from foodservice to petcare -- where they shape opinions, spark conversations and build credibility.

• External opportunities: Partner with key opinion leaders active on platforms like YouTube, LinkedIn and industry-specific digital publications. Use video content, LinkedIn Lives, newsletters, sponsored articles or co-hosted webinars to extend your reach.
• Internal opportunities: Identify personable leaders at your company to share insights on LinkedIn. Ensure their profiles are polished, and promote their content through LinkedIn Thought Leader Ads to extend your reach.

YouTube Shorts: Boosting Reach with SEO

To optimize YouTube Shorts for search, focus on strong keywords and hashtags. Use attention-grabbing titles and descriptions with keywords that reflect common search queries (e.g., “5 Trending LTOs for Bar & Grill Restaurants). Include #Shorts and three to five relevant or trending hashtags to increase discoverability. Engage viewers by asking thought-provoking questions to encourage likes, comments and shares, which signal relevance to YouTube’s algorithm. 

Instagram Reels: Extending Watch Times

Instagram is now recommending Reels up to three minutes long, up from its previous 90-second recommendation that reportedly performed better. While it’s a clear competitive move, it signals a growing appetite for more in-depth content.

For B2B marketers, this is a chance to pump more personality into your Instagram strategy. Use Reels to drive event attendance, highlight subject matter experts, or share relevant advice. Test out different video lengths to identify what resonates most with your audience.

Now is the time to embrace agility! While uncertainty can be scary, it also opens the door to innovation, offering marketers a chance to explore, experiment and climb to new heights. Consider these ideas as a way to adapt your digital strategy to stay competitive in an ever-evolving digital landscape.