Working for a B2B company doesn’t mean your social media presence should be overly formal or dull. The decision-makers you aim to connect with are people, too. They browse LinkedIn, but they also enjoy scrolling through Facebook, Instagram, and TikTok for fun. Social media for B2B marketing can be lively and enjoyable while still helping you engage with customers and prospects to close business.
Many B2B marketers suceed by using social media strategies similar to B2C brands. Even though you focus on executives and decision-makers rather than the general public, your approach to social marketing doesn’t always have to be stiff.
But how to increase social media engagement for B2B companies? To attract more users to your product, you must know why they should engage with your content. This helps you address their needs.
This may seem impossible, but there are ways to get more people interested in your brand.
1. LinkedIn is the King of B2B
LinkedIn remains the dominant platform for B2B marketers. Forrester’s 2024 survey of B2B marketing leaders clearly shows LinkedIn as the top channel, 87% of respondents maintain paid relationships with it, far ahead of platforms like Facebook or YouTube.
Why LinkedIn works for B2B marketing:
- Decision-makers and professionals are active there
- It allows longer-lasting, organic visibility
- Paid tools and analytics are highly effective in B2B targeting
2. Know Your Target Audience & Tailor Content Appropriately
Good social media content is not just posting a bunch of content throughout the day or week, it requires knowing your audience and understanding who they are, what they want, and how they interact with each content type.
- Define your buyer personas: roles, pain points, motivators
- Map formats to intent: LinkedIn articles for communicating thought leadership, carousels for snippets of insight, videos for storytelling
- Analytics: Research and understand content formats and content topics creating the most engagement.
3. Let Your Blog Do the Heavy Lifting
Instead of pursuing user-generated content, leverage your existing thought-leadership blog posts:
- Conduct an audit of your content archives and identify posts that fit trending topics.
- Update them with catchy, new titles (e.g. “Why Your B2B Buyer Loves No-Click Content”)
- Post excerpts as LinkedIn posts, carousels, or short videos to reach even more people.
Make B2B Social Media Work for You
Social media is no longer an option for B2B brands; it’s key to building authentic relationships, creating trust, and finally converting your visibility into sales.
If your engagement is not where you’d like it to be, don’t despair, think of it as an opportunity to rethink your approach.
To help inspire you, consider these two standout B2B brands.
OpenText: Storytelling with Heart
OpenText, a global leader in information management, has mastered the art of B2B storytelling on social media.
Rather than relying solely on technical specs, they share customer stories that highlight how their solutions drive real-world results, like increased efficiency, reduced risk, or improved compliance across industries.
The result? Their social presence feels human and helpful and not robotic. This authenticity builds long-term trust with buyers.
Dropbox: B2B Content with a Personal Touch
Dropbox nails the art of relatable, user-driven content. They highlight real stories from freelancers, remote teams, and creative professionals using Dropbox to collaborate and stay organized.
They also use humor, simple language, and thoughtful visuals, proving that B2B content doesn’t have to be boring. By showing how Dropbox fits into daily workflows, they keep their brand top-of-mind and easy to connect with.
Social media for b2b marketing
Even in B2B, the brands that win on social are those that sound like people, solve real problems, and stay consistent. No matter your industry, there’s room to bring personality, clarity, and strategy to your content. Now’s the time to optimize and own your brand’s voice online.
FAQ's
1. Does social media work for B2B companies?
You bet it does! Social media can be incredibly powerful for B2B marketing, as long as you’re smart about it. Think of LinkedIn, it’s like having a direct line to the people who make the big decisions! And don’t underestimate platforms like Instagram or TikTok; they can help you show the human side of your brand and get noticed.
2. How is B2B social media different from what works for B2C companies?
With B2B, it’s all about building lasting connections, proving you know your stuff, and sharing knowledge. B2C often goes for quick emotional reactions and jumping on the latest trends. B2B content needs to be professional and relatable, aiming for folks like managers, executives, and thought leaders
3. How to start on social media for b2b?
Think of LinkedIn as your go-to! Share your best insights in posts, get involved in industry groups, and don’t be afraid to run some super-targeted ads.
Breathe new life into your blog posts, flaunt those awesome client testimonials, and offer up some genuinely helpful stuff like whitepapers or webinars. The goal? Grab their attention and get them hooked!
4. What kind of content works best for B2B social media engagement?
Anything that teaches, keeps them in the loop, or fixes a pain point tends to be a winner. Think step-by-step guides, the latest industry scoop, sneak peeks behind the curtain with videos, and compelling case studies.
Oh, and don’t forget to spice things up with interactive stuff like polls, carousels, and live Q&A sessions, those always get people talking!
