Spend a few minutes watching how Gen Z use their phones and you start to see why B2B content needs to shift. They’re watching TV with their phone open. They walk around the house scrolling. They switch between apps without thinking about it. They’re used to taking in information from multiple places at once.

TikTok’s sale to a U.S.-based entity has now been completed, and early updates are beginning to surface. Brands are now paying close attention to how the new structure will affect reach, visibility, and audience behavior.

The real differentiator is the content itself. People skim, scroll, and bounce quickly. If your content doesn’t feel relevant from the first line, they won’t stick around.

LinkedIn continues to evolve, and the way people consume content on the platform has shifted.