How B2B Social Marketing Is Changing

The landscape of B2B social media is undergoing rapid changes, compelling brands to swiftly adapt to connect effectively with a new generation of buyers.

Historically, B2B marketers used social platforms primarily to promote products and services to drive sales. However, these platforms have evolved into vibrant spaces where B2B buyers seek not only information but also inspiration, entertainment, and a sense of community.

Here, we highlight five major trends that are shaping the future of B2B interactions on social media and explore strategic opportunities for B2B brands to leverage these trends.

1. The rise of young decision-makers

Millennials and Gen Z are now key decision-makers in the B2B space, predominantly engaging with social media for education, inspiration, and practical solutions. On LinkedIn, the leading platform for B2B interactions, these younger groups constitute 62% of the total U.S. user base.¹ Notably, 40% of B2B professionals² are active on social media, a significant increase from previous years. These younger decision-makers rely heavily on social media, with half of them acknowledging its effectiveness in influencing their purchasing decisions.³

What this means for brands:

A strategic presence on various social platforms is crucial to engage with this demographic. Emphasizing the entire marketing funnel and adapting brand messaging to appeal to younger audiences are essential steps.

2. B2B influencers make a big impact

B2B influencers are trusted experts in their fields and have become pivotal in shaping opinions and decisions within the industry. In fact, B2B buyers place greater trust in third-party endorsements than direct interactions with suppliers—over 90% of buyers fully trust their peers within their industry.⁴ With 75% of B2B marketers investing in influencer marketing,⁵ the competition for attention is intense.

What this means for brands:

Brands can gain and maintain trust by incorporating these influencers into their marketing strategies, fostering long-term relationships with thought leaders, and designing employee advocacy programs to empower trusted employees to share key company news and updates.

3. Buyers embrace multiple platforms

B2B buyers are diversifying their social media usage beyond LinkedIn to platforms like TikTok, Meta, and others, utilizing up to 11 different channels⁶ for business transactions. While LinkedIn remains a staple for B2B marketing, other platforms like YouTube and X are also gaining traction among executives.

What this means for brands:

Brands should consider a strategic presence across multiple platforms, tailoring content to the unique audience and algorithm of each. Prioritize LinkedIn but test other channels—even TikTok—to reach decision makers where they are, and assign a purpose to each channel (i.e., LinkedIn for thought leadership, Meta for employee advocacy, and X for executive visibility).

4. Audiences want richer content

The preferences of younger B2B buyers have significantly influenced the evolution of content strategies, with a notable shift from long-form to more dynamic formats like short-form videos and carousel posts. This change reflects the broader trend in content consumption where engaging, visually appealing formats are favored. Indeed, 90% of B2B marketers have reported that incorporating video into their strategies has substantially enhanced their lead generation efforts.⁷ On platforms such as LinkedIn, which remains a cornerstone for B2B networking, videos are particularly effective, being shared at a rate 20 times higher⁸ than any other type of post. Similarly, carousel posts have proven to be highly engaging, achieving 2.5 times more engagement than other post types⁹ in 2023, underscoring the importance of versatile and interactive content in capturing the attention of today's B2B audience.

What this means for brands:

To effectively engage audiences, brands should prioritize the quality of content over quantity, particularly on key channels where standing out amidst the clutter is crucial. Experimenting with various types of content across social media platforms can help identify what truly resonates with the target audience. Once these preferences are understood, brands can focus their efforts on the content types that generate the best response. Additionally, the length of videos can significantly impact their effectiveness. Testing both short-form and long-form videos on different social platforms can provide valuable insights into what length is most appealing to viewers, allowing brands to tailor their content strategy accordingly.

5. The demand for community among decision makers

B2B buyers are increasingly valuing online communities where they can engage in meaningful dialogue and receive support from their peers. This trend highlights a shift toward more collaborative and transparent business environments. A significant 94% of B2B buyers remain loyal¹⁰ to brands that maintain transparency. Most B2B buyers prefer to manage the majority of their purchasing process independently, utilizing online resources and community interactions rather than traditional sales methods. IT decision makers spend over half of their time involved in community engagement¹¹ to inform their purchasing decisions.

What this means for brands:

Brands should focus on creating and nurturing online communities where they can share updates and engage directly with customers and prospects. Expanding into platforms like SubReddits and LinkedIn Groups can enhance brand visibility and discovery. Additionally, transforming active community members into brand ambassadors can amplify a brand’s reach and authenticity.

These trends underscore the importance of adapting B2B marketing strategies to meet the evolving preferences of modern buyers, emphasizing the need for a dynamic and responsive approach to social media engagement.