In a recent LinkedIn post, Ross Simmonds discusses the growing influence of AI in search and its implications for content strategy, particularly for B2B software brands. He highlights a significant trend identified in his latest research: the favorability of Google’s AI towards its own video platform, YouTube.
Simmonds points out a notable disparity in how AI models are citing video sources. He states:
Google’s AI favors Google’s video platform.
This observation forms the crux of his argument regarding the strategic importance of YouTube for businesses. To further illustrate this point, Simmonds provides specific data:
Gemini cites YouTube roughly 7x more than Instagram and 10x more than TikTok.
This statistic underscores a potential bias or preference within Google’s AI, which directly impacts content visibility and reach.
The Imperative of YouTube Shorts for B2B Software
Based on this AI behavior, Ross Simmonds argues that B2B software brands can no longer afford to treat short-form video on YouTube as a mere experimental avenue. He asserts:
For B2B software brands, YouTube Shorts is not optional experimentation.
This is a strong directive, suggesting that a strategic and integrated approach to YouTube Shorts is now a necessity rather than a choice for companies in the B2B software sector. Simmonds emphasizes that this isn’t just a theoretical observation; it’s backed by recent findings.
AI Search and Thriving Short-Form Video
The underlying research that Simmonds refers to indicates a significant shift in how AI is processing and prioritizing content within search results. According to Simmonds, this shift directly benefits short-form video formats on platforms like YouTube.
Our latest research is showing short form videos THRIVING in AI Search.
This finding suggests that as AI becomes more integrated into how users discover information, content formats that are easily digestible and engaging, such as short-form videos, are gaining prominence. For B2B software companies, this presents a dual opportunity: to leverage YouTube Shorts for increased visibility within AI-driven search results and to engage potential customers with concise, impactful video content. Simmonds’s analysis serves as a wake-up call for businesses to re-evaluate their content distribution strategies and prioritize platforms and formats that align with the evolving landscape of AI-powered search and content consumption.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on July 3, 2026 | View original post on LinkedIn →