B2B social media marketing has a reputation problem. Most B2B content is boring, corporate, and forgettable. It doesn't have to be. Here's what actually works for B2B companies on social media.
The B2B Video Opportunity
B2B buyers consume 13+ pieces of content before making a purchase decision. Video content is consumed at higher rates and remembered longer than text. Yet most B2B companies underinvest in video. This means less competition and more opportunity for businesses that show up.
Content That Works for B2B
Industry insights: Share data, trends, and analysis that help your audience make better decisions.
How-to content: Teach something useful. Education builds trust faster than promotion.
Customer stories: Show how real businesses solved real problems with your solution.
Hot takes: Don't be afraid to share opinions. Controversial takes generate engagement.
Platform Priority for B2B
LinkedIn is obvious but crowded. YouTube is underutilized by B2B companies and offers massive SEO benefits. Bluesky is emerging as a strong B2B platform due to its professional user base.
Scaling B2B Video
B2B companies typically have extensive website content: whitepapers, case studies, blog posts, and documentation. This is perfect fuel for automated video repurposing.