When clients ask “How can I have an impact on social?” they’re really asking: How do I make content that cuts through without losing credibility?
The generational gap makes that question more acute than ever. With 71% of today’s B2B buyers now Gen Z or millennials, expectations have shifted. Format, frame, and viewing habits are no longer preferences, they dictate whether or not content is even viewed.
As Syn, our (Gen Z) Project Director, said in a recent brainstorm on social content: I won’t even watch anything that’s 16:9 on my phone, I can’t be bothered to turn off the phone lock.
Yet according to LinkedIn,80% of B2B marketers recognize they must try things with creative strategies for video, but risk-averse senior leadership prevents many from doing so.
We understand this well. At Casey Wishart, we engage with some of the globe's leading financial and B2B brands, whose marketing is driven by senior leadership focused intensely on trust, compliance, and measurable effects. Our task is to develop content that may be comfortably shared at the highest level while still holding its own in the dynamic world of social media.
Innovating in social-first content
We continuously evaluate how high-trust industries engage on social platforms, experimenting with formats while ensuring we maintain the credibility these audiences expect.
As our 2025 Content Study shows, the metrics that matter most - ROI, credibility, and brand perception - depend on content that works for both humans and machines.
For brands operating in complex industries, social-first is not about chasing trends. It is about crafting assets that can perform in the scroll and stand up to the expectations of senior decision-makers.
Social-first content for high-trust industries
Satwant WishartCo-Founder & Chief Executive Officer
When clients ask “How can I have an impact on social?” they’re really asking: How do I make content that cuts through without losing credibility?
The generational gap makes that question more acute than ever. With 71% of today’s B2B buyers now Gen Z or millennials, expectations have shifted. Format, frame, and viewing habits are no longer preferences, they dictate whether or not content is even viewed.
Yet according to LinkedIn, 80% of B2B marketers recognize they must try things with creative strategies for video, but risk-averse senior leadership prevents many from doing so.
We understand this well. At Casey Wishart, we engage with some of the globe's leading financial and B2B brands, whose marketing is driven by senior leadership focused intensely on trust, compliance, and measurable effects. Our task is to develop content that may be comfortably shared at the highest level while still holding its own in the dynamic world of social media.
Innovating in social-first content
We continuously evaluate how high-trust industries engage on social platforms, experimenting with formats while ensuring we maintain the credibility these audiences expect.
As our 2025 Content Study shows, the metrics that matter most - ROI, credibility, and brand perception - depend on content that works for both humans and machines.
For brands operating in complex industries, social-first is not about chasing trends. It is about crafting assets that can perform in the scroll and stand up to the expectations of senior decision-makers.