Social media has become entertainment first, and B2B is behind the curve. Consumer brands are slowly leaning into the new media environment and seeing the benefit, while most B2B content still reads like a press release with a CTA. This session breaks down what changed, why attention now flows to entertainment before information, and demonstrates real B2B brands already using owned entertainment formats to build genuine audiences and pipeline. Walk away with a usable framework, not just inspiration, for making your brand worth watching