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B2B social media works when it’s strategic, not spammy. This guide provides you with proven tactics, social media best practices, and real-world examples to help you do it right.
For years, B2B brands were advised to play it safe: be professional, polished, and incorporate stock photos of handshakes.
But we’re not selling to companies. We’re selling to people making decisions on Slack at 4 p.m., scrolling LinkedIn between meetings, and following brands that make them feel seen.
These buyers don’t want stiff, jargon-filled posts. They want personality, proof, and something engaging. And they’re more influenced by social than ever: McKinsey found that 32% of consumers now use social media for product research (up from 27% in 2023), and 29% have purchased a brand they discovered on social platforms.
This article is for marketers who get that. We at TodayMade gathered real tactics from marketers in the trenches, Reddit threads, and firsthand lessons. This is your B2B social playbook for 2025.
Let’s start by getting one thing straight: what B2B social media means.
B2B social media marketing involves leveraging social platforms to connect with individuals from other businesses, including buyers, users, champions, and decision-makers.
And yes, it’s still marketing. This means more leads, a warmer pipeline, or simply building enough brand familiarity so that when it’s time to buy, your name comes to mind first.
The big difference from B2C? B2B buyers typically don’t make impulse purchases of software over coffee. There’s a team involved. There’s a budget. There’s skepticism. Social doesn’t replace your sales team. It softens the ground for them.
B2B social is less about going viral and more about being consistently helpful, human, and relevant. It’s a long game that earns trust and keeps your brand top of mind across your entire market.
But this space is evolving fast. Next, let’s break down what’s changing in B2B social media and why it matters for your B2B digital marketing strategy.
First, your buyers are getting younger. Gen Z and millennials now make up the majority of decision-makers on B2B teams, and that’s a massive shift.
These are people who grew up on YouTube and Instagram, who expect transparency, great visuals, and a sense of community. They don’t just scroll past lifeless posts with corporate logos; they ignore them entirely.
And there’s more to it: despite having less financial security, Gen Z is surprisingly willing to spend. In fact, 34% of surveyed Gen Zers say they’re willing to buy on credit, about 13% points higher than older generations. Gen Z seeks brands and experiences that feel splurges-worthy, whether due to cutting-edge design, authentic storytelling, or buzz-worthy social proof.
That means if your B2B social media content looks outdated or generic, you’re not just boring your audience; you’re also missing out on buyers who are eager to invest in what excites them.
Then, there’s the evolution of content formats. Short-form videos, bold carousels, and animated explainers are no longer just for B2C.
According to HubSpot statistics, short-form video yields the highest ROI (20%), followed closely by images (19%) and live-streamed videos (16%), making them essential tools for any modern B2B social media strategy.
B2B posts that look like stale slide decks get ignored in today’s feeds. Content that feels quick, personal, and visual is what captures attention.
And the data proves it. 61% of B2B marketers plan to increase investment in videos, and 52% in thought leadership content in 2025, indicating that engaging, dynamic formats are where smart brands are doubling down. If your feed still looks like a pitch deck, you’re leaving serious engagement on the table.
Timing matters, too. With over 5 billion people worldwide active on social media B2B, your audience isn’t just online during the 9-to-5.
Weekend posts often outperform weekday ones in terms of engagement because people tend to scroll while watching Netflix or procrastinating on meal prep.
And with users spending an average of 2 hours and 20 minutes per day on social, your content has plenty of chances to catch their attention outside of work hours.
Midweek still works best for conversion-focused posts, but don’t sleep on Saturdays for building your brand.
And you don’t have to be online 24/7: schedule your content in advance with autoposting tools like Buffer, Hootsuite, or Sprout Social to keep your B2B social media marketing consistent and timely.
Now, let’s talk platforms. LinkedIn remains a top choice for social media marketing among B2B companies, offering a reliable platform to reach decision-makers and share thought leadership content, with 14% planning to increase their investment there in 2025.
And as one Redditor put it perfectly, “LinkedIn is still the go-to for targeting decision makers and sharing thought leadership content...
But it’s no longer the only game in town. YouTube continues to shine as a platform for tutorials and expert insights, with 11% of B2B marketers prioritizing it. Reddit remains a goldmine for authentic feedback and building community credibility.
Medium can be another place for long-form thought leadership pieces that build credibility with B2B audiences beyond LinkedIn.
Even TikTok is carving out space for B2B: 8% of B2B marketers plan to invest there, but only for brands that can bring personality and avoid stale corporate vibes.
Don’t overlook Instagram and Facebook either: both are seeing strong planned investments (15–18%) for reaching wider audiences and amplifying brand stories.
The lines between B2C and B2B behavior are blurrier than ever. And the brands that embrace this shift? They’re the ones people remember. So, how to build a B2B social strategy that works in this new environment?
A good B2B social strategy starts by being honest about what you’re trying to do and who you’re trying to reach. Here are the B2B social media best practices we recommend. It’s based on what actual marketers do in the field, not in a conference room.
We’ll break it down step-by-step, starting with the one thing you have to get right before anything else: your goal.
Here’s where most B2B social media strategies fall apart: trying to do too much.
You’re not just “building awareness,” and “driving leads,” and “supporting pipeline,” and “highlighting culture.” Not all at once. Not well, anyway.
Pick one core outcome. Everything else is secondary.
So let’s make it simple. Here are three options. Choose one:
As one Redditor wisely put it, “... When you talk about ‘driving leads,’ be careful. You probably mean MQLs, marketing-qualified pipeline, etc., which tells you how they reached you, not why. Social media helps create the ‘why,’ so if you don’t update your KPIs, the results will always look worse than they are.”
There’s no wrong answer. But you need an answer. Without one, you’ll end up posting for the sake of posting and wondering why it’s not making a difference.
Like the principles laid out in scientific advertising, your B2B social media strategy should be built on hypotheses, testing, and iteration.
Next, we’ll discuss something that most B2B teams overlook: selecting platforms based on users, not assumptions.
It’s tempting to default to LinkedIn for B2B. Everyone else is there, right? But here’s the thing: your ideal customer profile (ICP) might not be.
So ask yourself this:
As one Redditor pointed out in a brutally honest reality check, “I think you are going too specific. How big is your audience? If you are doing ABM, then are the specific accounts even following you? You have to have a following first... Map your customers, make sure to follow them, and see what kind of content they’re interacting with... Think like your customer, why should they read that?”
If your ideal buyers are CTOs who frequent Reddit and follow niche Substacks, your polished LinkedIn posts might never reach them. If you sell to visual learners, YouTube might do more than any gated eBook.
Don’t limit yourself to LinkedIn; ensure your content appears wherever your future customers already spend their time.
Next, let’s dive into how to build your content plan, not by obsessing over a calendar, but by creating themes your audience can count on.
Posting because “it’s Tuesday” isn’t a B2B social media marketing strategy. It’s a chore.
Many B2B teams obsess over calendar consistency but end up filling their feeds with generic content, just to check the “we posted today” box. That’s not what moves people. What works is consistency in value.
Organize your content around themes, not days of the week. These are storylines your audience can follow and trust. A few high-performing ones we’ve seen in the wild:
Pick one pain, one solution, one takeaway. Think “here’s what sucks” → “here’s what helped” → “you can try it too.” Slack, for instance, puts this strategy into action in their LinkedIn post announcing AI notes in Huddles:
These aren’t full-blown case studies. They’re snippets, wins, quotes, or anonymized screenshots with real results.
Take Zapier as an example: the company often reposts their clients’ wins on LinkedIn, such as a quick quote or a screenshot showing how much time a customer saved using Zapier automations. It’s a simple, authentic way to share proof of value, and it turns customers’ successes into powerful marketing content.
Your product process, culture, and how a feature gets shipped. People love seeing how everything is made. For example, Figma’s teams often share behind-the-scenes stories of their design sprints, complete with photos of whiteboards, prototypes, or team standups.
Formats (carousel, video, text post) can flex. But themes keep your message steady. They help your audience know what to expect and help you post without scrambling every week.
Next, you might be wondering: who should actually be posting? Spoiler: it shouldn’t be just your company account.
Let’s get this straight: your company account isn’t your MVP.
People trust people, especially in B2B, where buying decisions hinge on relationships, not logos. That’s why the voices of your founder, product lead, or sales manager can generate far more reach and resonance than a polished corporate post ever could.
Just look at Tyler Denk, founder of Beehiiv, who’s become one of the most-read B2B founders on LinkedIn. Denk shares honest takes, behind-the-scenes stories, and actionable insights that have built massive engagement and a loyal audience, proving just how powerful personal branding can be when your team shows up authentically.
Inspired by Denk’s approach, here’s how you can get started by building a simple player map:
Don’t aim for perfect polish, aim for consistency and credibility. The best posts often come from transcribed voice notes or rough bullet points that convey a sense of honesty and authenticity.
Build a content machine around your people, not just your brand. Next, let’s turn that content into something sustainable, even if it never goes viral.
Going viral is unpredictable. But creating consistent, valuable content that builds audience trust over time? That’s the reliable way to become the brand people remember when they’re ready to buy.
Start small. One strong post per week beats five forgettable ones. And don’t just broadcast, engage: comment on relevant posts, share thoughtful reactions, and tag people only when it truly adds value.
As one Redditor shared from experience, “...Took 2 years to build such an audience, overnight success will also lose their audience fast imo. Building a strong audience takes time, don't rush to get random followers and connections.”
And if you’re thinking, “This sounds like a lot of work,” you’re right, which is why good design matters more than ever.
A clear, on-brand visual can make even a small post feel professional and trustworthy. At TodayMade, a marketing design agency, we have seen this firsthand.
For example, through our B2B social media marketing services, we created social media design for Eleken that made their online presence consistent across all channels, visually striking, and perfectly aligned with their brand style. This helped their posts stand out in crowded feeds and drive real engagement.
Every piece of content should align with a stage in your sales funnel, but surprisingly, 68% of businesses admit they haven’t clearly mapped their funnels, leaving prospects confused and opportunities on the table.
And more importantly, it should match a specific job for the reader. Here’s how that looks in practice:Top of funnel (ToF
These posts grab attention. Think spicy takes, founder stories, lessons learned, and memes with insight. Quora questions can also inspire ToFu content by addressing what your audience is actively asking.
Goal: get noticed and followed.
You’re warming up interest. Try how-tos, product tips, customer stories, and before-and-after breakdowns, or even writing a great blog that expands on your social content.
Goal: build trust.
Now you can be direct. Case studies, feature deep-dives, comparisons, and “why us” content.
Goal: convert interest into action.
Not every post needs a CTA. But every post should have a point. Define clear marketing KPIs, such as engagement rates, follower growth, or SQLs, to track progress and prove ROI.
Below, we’ll show you a content format combination that’s currently working, especially for the MoFu layer.
If you’re only posting text, you’re leaving reach on the table. The current winners? Carousels and short native videos, especially when they hammer a single pain point and deliver a sharp takeaway.
One Redditor admits, “...LinkedIn carousels + native video (under 90 seconds) work insanely well if the post focuses on one big pain point and ends with a sharp takeaway”.
Here’s how to build a carousel that works:
And once again, design makes all the difference. You have just two seconds to stop the scroll, and a well-crafted carousel can multiply your impact tenfold. For example, the TodayMade team transformed Eleken’s ideas into Instagram posts featuring covers that clearly stated the problem and videos that told a compelling story, all while matching their brand perfectly.
Your employees, especially subject matter experts, are your most underrated distribution channel. In B2B, the trust they build often outpaces anything your brand account can do.
As one Redditor put it perfectly, “I think it’s all in the execution of the employee content that is posted. Having someone on-screen who is engaging and provides value for the viewer builds a trust and connection with the brand… but it’s not an automatic value add just to share BTS footage of people. The posts need to give something to the view that is a quick value...”
Here’s how to make it work without turning every post into a pitch:
You don’t need dozens of employees doing this. Even 3–5 consistent internal voices can dramatically boost your reach and credibility. Think of them as in-house influencers: their networks are warmer, more trusted, and full of the right people.
But remember, as another Redditor wisely pointed out, “...Personal stories are really what should be going on these social channels. But I wouldn't want my personal story featured on the work channel. I'm not their product; they're not paying me to be a model. So if you can find people willing to participate, go for it, but also don't be surprised when every tells you no. ”
Here’s a smarter way to do paid B2B social media campaigns: let your organic posts lead the way.
As one Redditor shared from experience, “We’ve had direct revenue tied to our organic social upwards of millions in a year. For ex, more SQLs from an organic post than a paid promotion on LinkedIn where we spent $8,000. Go figure that.”
Instead of guessing what might work in an ad, test different types of content organically first. Treat them like experiments: see which posts get saved, shared, or generate DMs. Those are your winners.
How to do it:
This method cuts wasted spend and boosts credibility, because your ads feel native to the platform and have already proven they resonate.
Additionally, combine your social posts with email marketing to create a cohesive strategy that keeps prospects engaged across all channels.
Running a contest giveaway, like offering a free consultation or exclusive resource, can also boost engagement and attract new followers who are genuinely interested in your expertise.
If you’re only tracking clicks, you’re missing the good stuff. The real action? It’s in the comments and DMs.
This Redditor reminded us of the basics, “When people react or comment, start a conversation.”
A like from someone in your ICP is a green light. A thoughtful comment is even better. That’s your cue to go beyond the post.
Mentions and tagging on LinkedIn can significantly enhance your social media success when used strategically. Tagging industry leaders, clients, or partners related to your post makes your content feel authentic and connected.
Plus, when you tag someone who engages, your post can show up in their followers’ feeds, expanding your visibility.
As one Redditor, u/cristrawberry, shared, “...The first hour after posting is critical. Encourage reactions, comments, or shares to boost visibility in algorithms…”
Here’s what to do:
These micro-conversations don’t always lead to instant conversions. But they can open doors, which, in B2B, is half the battle.
Next, we’ll explore a tactic that’s powerful, a little risky, and still underused: building in public.
“Build in public” works in B2B, too, especially if your social media audience values transparency and your product is evolving fast.
But don’t just announce things. Share the process. Share the struggle.
So, what should you post?
Avoid the generic “We’re thrilled to announce…” updates. Those are just noise.
Instead, talk about the messy middle. People connect with progress, not perfection. And in a world of overly polished B2B messaging, a little vulnerability stands out.
Notion frequently shares “build in public” updates on their blog and social channels, like when they posted about keeping their tools multiplying.
They included screenshots, explained how the feature worked, and shared how user feedback influenced the final version. It felt honest, relatable, and built trust with both existing users and prospects.
But what should you do when none of this seems to work?
You’re posting. You’re consistent. You’ve tried carousels, DMs, and even built in public. And still nothing’s landing. It’s frustrating. But before you write off social entirely, let’s ask a few honest questions:
Sometimes posts flop because they’re too safe. Too vague. If your content could’ve been written by ChatGPT in 30 seconds (no offense), it won’t cut through. Specific stories, strong opinions, and clear takeaways consistently win the day.
Are you struggling because you’re trying to do it all yourself? Or relying on the wrong support? Consider whether it’s time to get help and if so, which option suits you best: freelance vs agency. Freelancers can offer flexibility for small projects, while an agency brings a full team to handle strategy, design, and execution.
Posting daily won’t help if your audience isn’t engaging. Track what works, repurpose it, and pause what doesn’t. This is less about volume and more about learning loops.
If your product has a 6-month sales process, don’t expect social to convert in 6 days. Instead, use it to warm up your audience. Get them familiar with your voice, your value, and your vision. So when the sales email hits, you’re not a stranger.
It’s not a billboard. It’s a room. If you only ever broadcast, people will tune out. Start listening. Join conversations. Respond to comments. Be present.
Sometimes, it’s not that social media doesn’t work. You’re expecting it to work like something it’s not. Let’s wrap this up with a reminder: you’re not just B2B.
Let’s kill the excuse that B2B can’t be interesting. You’re not just selling software. You’re building relationships, shaping conversations, and helping real people solve real problems. That’s not boring; that’s powerful.
Social media marketing in B2B is one of the few places where you can do that at scale. But only if you show up like a human, not a brochure:
And make it look good, because people judge books by their covers, especially when scrolling. If all this sounds like a lot, that’s because it is. But you don’t have to figure it out alone.
At TodayMade, we love helping brands turn strategy into visuals that stop the scroll, spark real engagement, and drive your business forward. Whether you need one standout carousel or a full social refresh, we’re here to help.
What is B2B social media?
B2B social media is the use of social platforms like LinkedIn, YouTube, or even Reddit to connect with other businesses and decision-makers. Unlike B2C, which targets individual consumers, B2B social media marketing focuses on building relationships, showcasing expertise, and nurturing leads through helpful, relevant content for professional audiences.
What are the 4 types of B2B marketing?
The four common types of B2B marketing are:
What is the 5-5-5 rule on social media?
The 5-5-5 rule is a simple guideline for social media engagement: each day, comment on 5 posts, share 5 posts, and like 5 posts. This keeps you consistently active, boosts your visibility, and helps you build relationships without feeling overwhelmed.
What is the best social media marketing for B2B?
The best social media marketing for B2B combines LinkedIn, still the go-to platform for reaching decision-makers, with a strong content strategy that focuses on adding value rather than just selling. It often includes sharing thought leadership, leveraging employee advocacy, and running targeted ads to warm up leads. Complementing this with channels like YouTube for educational videos or Reddit for community engagement can give your B2B strategy an extra edge.
