I was recently featured in Breaking Brand for an article on how B2B brands are using video to close the credibility gap with modern buyers who prefer to research independently before ever talking to a sales team.

The Article

The piece — published April 6, 2026 — digs into a shift that has been happening in B2B buying behavior for years: buyers are doing more self-directed research across more channels, and static presentations and one-pagers simply are not keeping up. Video has moved from an awareness tool to a decision-making tool, and brands that figure that out early have a real advantage.

The Breaking Brand team asked me to share how I think about video’s role in that process, what actually works in practice, and where most brands go wrong.

Video as a Trust-Building Tool

One of the core points I made in the article is that video lets prospects assess fit before a conversation ever happens. That is powerful. A well-produced video gives someone a sense of your organization’s culture, your communication style, and whether they want to work with you — all without you being in the room.

“Visual and audio is where people get to know your brand before they ever interact with you, and they can do it on their own terms, in their own time.”

That autonomy matters. Buyers are not waiting to be sold to. They are watching, reading, and forming opinions on their schedule. Video that respects that — that educates and builds credibility without pushing — performs better over the long run.

Authenticity vs. AI-Generated Content

The article also touched on something I feel strongly about: the difference between authentic human presence on camera and AI-generated video content. Viewers have gotten very good at recognizing AI video, and they disengage fast — often within the first three seconds.

There is no shortcut for a real person speaking with genuine conviction about something they know well. That kind of content builds the kind of trust that actually influences decisions. AI tools have their place in production workflows, but they cannot replace the human element that makes video believable.

Platform Strategy and Audience Differences

Not all video performs the same across every channel, and not every viewer wants the same thing. Two areas the article highlights from my perspective:

  • Platform testing: TikTok works well as a testing ground — you can post multiple versions of the same concept quickly and see what lands before investing in longer-form production elsewhere.
  • Demographic differences: Younger audiences want fast-paced, social-native content. Older decision-makers tend to favor clarity, less visual noise, and more analytical depth. A single video strategy rarely serves both well.

Understanding who is watching, on what platform, and at what stage of their decision process is what separates video that converts from video that just gets views.

Read the Full Article

If you work in B2B marketing, content, or sales and are thinking about how to use video more effectively, I encourage you to read the full piece. The Breaking Brand team did a great job framing the broader trend and pulling in practical perspective.

Read the Article on Breaking Brand →

If you have questions about any of this or want to talk through video strategy for your own brand, reach out.