In a world where AI search and algorithms dominate the headlines, the real growth engine hasn’t changed: people trust people.
Whether it’s a colleague’s recommendation, a video that sparks credibility, or an email that lands at just the right moment—networks remain the backbone of influence.
This week, we explore how to grow yours: from LinkedIn’s research on trusted voices, to the rising power of video, to smarter ways to build email lists that double as professional connections.
Your Network Is Still Your Best Search Engine
Networks Beat AI as the Most Trusted Source — LinkedIn’s latest research shows professionals still turn to their networks first—above search engines and AI—for advice and confidence at work. Over 40% say the pace of AI change is hurting their wellbeing, while Gen Z is nearly twice as likely as Gen X to exaggerate their AI skills. The takeaway is clear: buyers vet brands through trusted voices, not just corporate channels. That’s why 80% of marketers are increasing investment in community-driven content and videos from subject matter experts (more on that below) to build credibility where trust already lives.
Lights, Camera, Conversion: Video’s B2B Power Play
Reel Potential: Short-Form Video in B2B — Short-form video is transforming how B2B buyers engage. LinkedIn reports video views are up 30% year-over-year, with professionals craving quick, “snackable” insights. The takeaway: short-form video is now a top-of-funnel play that keeps brands memorable long before buyers are ready to purchase.
Growing Brands with LinkedIn Video Ads — Another study states that 95% say video plays a vital role in their purchase journey. LinkedIn is leaning in, expanding its video ad formats—from in-feed storytelling to Connected TV, Event Ads, and Thought Leader Ads. With engagement rates 3x higher than non-video ads, the advantage lies in pairing these formats with LinkedIn’s precise targeting and partner ecosystem to turn complex ideas into clear, trusted campaigns.
Video Marketing in 2025: The Numbers Are In — Wyzowl’s annual survey confirms video’s dominance: 89% of businesses use it, and 93% report positive ROI—an all-time high. Explainers remain the most popular format, and LinkedIn has overtaken Facebook and Instagram as the most-used B2B video platform.
13 Ways to Boost YouTube Views in 2025 — Buffer outlines how brands can cut through YouTube’s noise with smart strategy: strong ideas, clickable thumbnails, Shorts, and cross-promotion. The payoff is a video library that compounds in value over time—building awareness, credibility, and steady inbound traffic. Bonus: YouTube content doesn’t just expand reach, it also boosts your odds of surfacing in Google’s AI Overviews, making it a critical piece of modern video strategy.
From Subscribers to Connections: Smarter List Building
How to Build an Email List From Scratch — HubSpot breaks down 15 proven strategies for growing a high-quality email list without ads or gimmicks. From simple waitlists and personal outreach to lead magnets, events, and progressive profiling, the focus is on engaged subscribers—not vanity numbers. The takeaway: a smaller, cleaner, more targeted list outperforms a bloated one, and early subscribers often become your most valuable advocates. Plus, every new subscriber is also a new node in your professional network—one more connection that can amplify your reach and credibility over time.