B2B buyers do not impulse purchase. They are not scrolling looking for a new tool. Your ad is interrupting their feed, and you have 3 seconds to justify the interruption. Feature lists do not earn attention. Naming a specific workflow problem does.

The shift in B2B video advertising is toward authenticity. Screen recording UGC where a real user shows the tedious manual process they used to follow, then shows your product solving it, creates peer recognition. The viewer thinks "that is exactly what I do every week" and stops scrolling.

Founder-led content works for the same reason. A founder explaining why they built the product creates a connection that a motion graphics explainer never can. The hook is not "here is what our product does." The hook is "I got so frustrated with this problem that I built something."