Video is the dominant content format across every major platform. YouTube is a major search engine in its own right. Reels and TikToks drive more organic reach than any other format. LinkedIn video consistently outperforms text and images. Short-form (under 60 seconds) for new audience reach — post 3–5x/week minimum. Long-form YouTube for search-based organic traffic that compounds over time. Audio matters more than video quality — invest in a $50–100 microphone first. Add captions — a lot of social video is watched with the sound off. Repurpose one long-form video into 5–10 short clips, a blog post, LinkedIn posts, and an email. Create once, distribute many times.