Video is the dominant content format across every major platform. YouTube is the second-largest search engine. 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 good microphone first. Add captions (85% of social video is watched without sound). Repurpose one long-form video into short clips, a blog post, LinkedIn posts, and an email. Create once, distribute many times.