Social media for B2C is like a bustling marketplace where brands can set up vibrant storefronts, attracting crowds with flashy displays and real-time interactions. It’s obvious why everyone is there—consumers are engaged, scrolling, sharing, and buying, making it a no-brainer for brands to show up and meet them where they are.
But for B2B, social media can feel like setting up shop in a quiet corner of a corporate conference—it’s not as obvious how or why to engage. Some businesses are unsure if they’ll even find the right audience, and others are skeptical of its potential for generating serious leads. The value isn’t as immediately clear, so many B2B brands hesitate, waiting to see if the crowd will come to them.
In reality, B2B social media marketing is about being present, showcasing expertise, and nurturing relationships that, while slower to grow, can ultimately lead to more meaningful, long-term partnerships. The potential is there—it’s just not as instant or flashy as B2C.
This article will explore how to create a strong B2B social media strategy, highlight the top B2B social media trends we anticipate for 2025, and showcase examples of B2B brands successfully leveraging social media to inspire you to follow suit.
How to Build a B2B Social Media Strategy?
You might assume that building a B2B social media strategy is entirely different from B2C, but in reality, they share many similarities. The core principles—engaging your audience, creating valuable content, and building relationships—remain the same, with just a few key differences tailored to the professional audience. Here’s how to develop a B2B social media strategy that resonates:
1. Audit the Competition
Research your competitors’ social media activity. What platforms are they active on? What kind of content do they post, and how do they engage with their audience? By auditing the competition, you can find gaps and opportunities to differentiate your own strategy.
2. Choose the Right Platforms
When choosing your platforms, it’s important to be where your audience is. While LinkedIn is often the go-to for B2B, don’t dismiss other platforms like X (formerly Twitter), Instagram, or even TikTok, depending on your industry and target audience. However, you don’t need to be everywhere—spreading yourself too thin means you’ll struggle to create quality content for each platform. Instead, be realistic. Where can you make the most impact?
Look at your competition. What platforms are they active on, and where do they see the most engagement? Also, look for underutilized platforms that could be a gap in your competitors’ strategy—this might present an opportunity for you to stand out and lead the conversation.
3. Understand Your Audience
While your target audience consists of businesses, remember that behind every company is a person. You need to communicate with that individual, understanding their pain points, interests, and challenges. Speak to them like a human, not a corporate entity—this personal connection is what will set you apart.
4. Define Your Main Content Pillars
Develop content pillars that represent your brand’s voice and values. For B2B, these might include:
- Products or services: Highlight how your solutions help your audience. Don’t just rely on promotional content. No one likes being constantly sold to, especially on social media. You need to find a balance between promoting your business and building a connection with your audience, showing them value.
- Company culture: Showcase behind-the-scenes moments to build trust.
- Education: Share tips, industry news, and thought leadership.
- Events: Promote and recap company events, industry conferences, or even seasonal events like holidays to engage your audience with timely, relevant content.
5. Decide on Your Brand Personality and Tone
There’s no need to stick to the traditional “corporate” tone. Even as a B2B brand, you can adopt a friendly, approachable, or even humorous voice, as long as it aligns with your overall brand identity. The goal is to humanize your brand and make it more relatable to your audience.
6. Plan Your Content Calendar
Organize your content in advance with a detailed calendar that balances your content pillars. Many B2C content ideas can easily translate to B2B—whether it’s sharing customer stories, product tutorials, or engaging questions. The key is consistency and variety to keep your audience engaged over time.
7. Plan Your Community Management Guidelines
Effective community management is crucial for B2B brands. Set clear guidelines on how your team will respond to comments, questions, and interactions on social media. Prompt, thoughtful responses build trust and show potential customers that you value their input.
B2B Social Media Trends for 2025
As we look ahead to 2025, B2B social media continues to evolve, with several key trends gaining traction. Let’s dive into some of the top strategies that can take your B2B social presence to the next level.
1. Reddit: Tapping into Niche Communities
Reddit is becoming an increasingly valuable platform for B2B brands, especially if there’s a specific subreddit dedicated to your industry or product. Whether you or someone else created the community, being present is key—but remember, Reddit is all about fostering genuine connections. You don’t need to respond to every single post, but you should participate thoughtfully when it makes sense. For example, after a feature launch, you can monitor discussions, take the pulse of user feedback, and share those insights with your internal team. It’s also a great space for educational content, answering relevant questions, and positioning yourself as a helpful resource within the community—just be sure to do it with empathy and without being overly promotional.
As an example, take a look at the Notion Subreddit, it’s full of informational and educational content about the platform.
2. Executive Influencers and Employee Brand Ambassadors
Your best brand ambassadors might be sitting in the office next to you—and you may not even realize it. Employee advocacy is heating up, with more companies encouraging their teams to share company news and insights on personal profiles. Why? Because people trust other people more than they trust brands. By empowering your colleagues to become executive influencers or ambassadors for social selling, you can amplify your reach in an authentic way. From sharing thought leadership to celebrating company wins, your internal team can be a powerful voice in your social media strategy.
3. Short-Form Video Content
While not a new trend, short-form video remains an essential strategy in 2025. Brands that haven’t embraced it yet are missing out on huge opportunities.
Even LinkedIn has launched a video-first feed on its app, recognizing the power of quick, engaging content. TikTok and Instagram Reels have already proven their value time and time again. And while short-form videos might not generate immediate leads, they play a crucial role in brand recall.
A potential lead may watch your video, not engage at that moment, but when they’re ready to buy, they’ll remember your message and seek out your product or service.
4. Influencers in B2B
Influencer marketing isn’t just for B2C anymore—it’s thriving in the B2B world too. Influencers can range from content creators to businesses with established reputations in your industry. Brands like Klaviyo have partnered with clients to host events, while Shopify has collaborated with creators to reach broader audiences in creative ways. Even LinkedIn has its own influencers like Sara Uy, who collaborated with Pipedrive to promote their services. These collaborations can increase your brand’s visibility and credibility, making influencer marketing a powerful tool for B2B companies looking to stand out.
By keeping an eye on these trends, B2B brands can build a strong social media strategy that not only engages audiences but also builds long-term relationships and drives business growth.
B2B Social Media Content Ideas
So, you’ve built the strategy, checked out the trends, and now you’re staring at the blank screen thinking: What on earth do I actually post? Whether you’re just starting out or trying to refresh your existing approach, coming up with ideas that resonate with a B2B audience can feel tricky. But don’t worry, here are a few content ideas that can easily find a home in your monthly calendar.
1. Share Testimonials or Case Studies
You could tell your audience how amazing your product or service is—but hearing it from your clients is far more convincing. Client testimonials and case studies build trust, showing real-world results. And there are so many ways to bring these to life: share a video testimonial, a written review, or even a carousel of images highlighting success metrics.
Take a look at how Slack simply reshared an organic post from a satisfied user. This kind of authentic content comes straight from the people who benefit most—making it incredibly powerful. Ramp provides a link to a case study on their website and showcases one of their customers, which is an effective approach!
2. In-Event Short-Form Content
If your team frequently attends or hosts events and conferences, you’ve got a goldmine of content opportunities. Capture the action with short-form video, showcasing “Day in the Life” content or interviewing speakers for quick takeaways. These real-time insights not only give your audience valuable information but also position your brand as active and engaged in the industry. The more organic and spontaneous, the better—it brings your audience closer to the experience.
Cisco and Salesforce engage event attendees through on-site Q&A sessions, creating an immersive experience and valuable insights. Miro, similarly, shares simple videos previewing their events, offering an authentic glimpse of what attendees can expect.
3. Feature Drops
If you’re a SaaS business, chances are you’re rolling out new features and updates regularly. Email announcements are great, but social media gives you a chance to make these feature drops fun and engaging. Use video demos, GIFs, or animations to show how the new feature works. You could even turn it into a mini-series: each time something new is released, you give it a unique spin on your social channels. Think of it as giving your audience a behind-the-scenes look at the innovations happening in your company.
Look at Canva’s “Droptober” series on LinkedIn, which showcases new features in an engaging carousel format, giving users a quick and vibrant preview of recent updates. Similarly, Flodesk and Slack highlight feature requests they’ve received over the years, showing their commitment to listening to feedback and continually improving based on user needs.
4. Relatable Content for Your Audience
Here’s where you can get a bit creative. Take a trendy sound, meme, or video format and add your industry’s unique spin to it. Think about what your audience is currently struggling with—what are the common challenges or inside jokes that only people in your industry would get? This type of relatable content helps show that your brand understands their world, and it’s great for engagement. A little humor can go a long way in building connections.
Just look at ClickUp who has a dedicated Instagram account for their comedy video!
5. Behind-the-Scenes Content
Sure, it’s not a groundbreaking idea, but behind-the-scenes content never goes out of style because it humanizes your brand. Show your team in action—whether it’s collaborating on a project, preparing for a big launch, or simply having fun in the office. People love getting a peek into what makes a company tick, and this type of content helps foster a personal connection between your brand and your audience. It’s all about making your business feel more approachable and authentic.
I love these two examples of behind-the-scenes content. Lattice gives us an authentic glimpse into their company culture by spotlighting their employees and showing who they are beyond the job. On FedEx’s side, two real employees share a story about a challenge they faced at work and how they came together to overcome it, adding a personal and inspiring touch to their brand.
With these content ideas in your toolkit, you’ll be able to keep your B2B social media channels fresh, engaging, and impactful. The key is to mix it up and focus on creating value, whether that’s through showcasing your success stories, offering useful insights, or just making your audience smile.
The Power of Social Media for B2B
A strong B2B social media presence takes time—it’s a steady process of building connections, showcasing expertise, and refining your approach. Don’t expect posts to blow up overnight; success comes with consistent effort, testing, and learning what resonates with your audience. With a thoughtful strategy and engaging content, social media can become a powerful tool for trust-building and growth.
If you need support with strategy or content production, contact us to start elevating your B2B social media presence.