B2B advertising is just how companies promote their services or products to different companies, quite than on to particular person shoppers.
It really works as a result of B2B resolution makers are (spoiler alert) additionally human beings. And that’s the place the similarities between B2C and B2B social media advertising finish.
So how do you stand out out of your competitors and appeal to new clients from social media? Do clients even care what B2B manufacturers submit? (Sure.)
Hold studying for all of our greatest B2B social media advertising tricks to attain your targets.
You’ll have heard the well-known phrase from Bryan Kramer, “There’s no such factor as B2B or B2C advertising, solely H2H (human to human).” Kramer wasn’t suggesting each teams use the identical social media advertising methods.
His level was that each teams want to grasp their clients and create related content material for them, as an alternative of complicated B2B advertising with “simply be extra formal.”
Just a few of the important thing variations between B2B and B2C social advertising are:
- A number of stakeholders: B2C advertising speaks on to a buyer base the place just one particular person (or household group) must determine to purchase. In B2B advertising, there are numerous stakeholders concerned, and often not all of them will see your advertising messages on and off social.
- Elevated want for belief: B2C clients have to place confidence in manufacturers to make a purchase order, however that is particularly crucial for B2B as a result of who they companion with impacts their enterprise and consumer base, too.
- Concentrate on thought management: Thought management content material builds credibility and permits manufacturers and leaders to indicate how their expertise differentiates them from the competitors.
- Longer gross sales cycle: Usually, B2B purchases are bigger with extra negotiations and issues, which takes for much longer than a B2C buyer including tub bombs to their self-serve on-line cart.
- Tougher to measure: Attribution from social media is simpler to trace for B2C the place many transactions happen on-line, the place UTM hyperlinks and analytics instruments can map the journey. For B2B, most transactions happen by means of salespeople and whereas social media does affect B2B consumers, it’s not as quantifiable.
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The fitting B2B social media advertising channels rely so much in your trade, time obtainable to take a position, and enterprise targets… however listed here are some issues to bear in mind.
Go the place your viewers is lively
Sounds fundamental, however key for achievement. This doesn’t imply mechanically leap on the preferred social platforms, that are Fb, YouTube, Instagram, and WhatsApp in 2025.
Supply: Statista
In case you don’t already know the place your clients spend their time on social media, you can begin with demographics primarily based in your supreme clients. Understand that this covers all customers, not solely platforms individuals use principally for work. (Extra on this later.)
Supply: GWI
Prioritize business-focused platforms — however don’t ignore the remainder
As the one B2B-focused social platform, LinkedIn is an apparent selection. LinkedIn has over one billion customers in over 200 international locations, together with executives from each Fortune 500 firm.
LinkedIn was once primarily for networking and looking for job alternatives nevertheless it has advanced right into a hub for thought management and different B2B content material, which continues to extend: classes are up 11% in 2025 vs 2024.
You must undoubtedly be on LinkedIn however alone, it’s not a method. Entrepreneurs nonetheless say Fb is crucial platform for B2B social media advertising in 2025, alongside LinkedIn and Instagram.
Don’t be afraid to department out and experiment with new platforms.
Video is for B2B too
Many social platforms characteristic quick kind video, resembling Instagram Reels, that B2B organizations can use to their benefit.
However don’t sleep on lengthy kind video both: 29% of B2B consumers, together with 25% of enterprise-level consumers, search YouTube for demos or evaluations to help buy selections.
Supply: TrustRadius
Video is the proper medium for demos and evaluations, two of essentially the most impactful kinds of content material for B2B social media advertising. When requested what most affected them, 69% of B2B consumers responded with product demos, and 56% mentioned consumer evaluations.
Professional tip: Whether or not you determine to launch a YouTube channel or simply wish to optimize shortform movies, stand out with our high social media video suggestions for going viral.
Concentrate on 2-3 platforms at first
It’s higher to concentrate on two or three platforms first and get traction with these earlier than increasing to different networks, particularly in the event you’re not already lively on social media.
As soon as these platforms begin to develop and you’ve got a gradual workflow for retaining them lively, it’s a lot simpler to scale that momentum and course of to new platforms. Versus launching on All The Platforms immediately, getting overwhelmed, and failing to publish persistently or have interaction your viewers.
Professional tip: Posting the very same content material to every platform is (usually) a no-no. Use our free social media technique template to tailor your method on every platform.
The precise social media advertising actions you execute rely on your small business targets, target market, and platforms, nevertheless it’s protected to say having a correct social media technique is vital.
1. Map content material varieties to funnel levels
To get the most effective enterprise outcomes from social media, you want content material that matches into every a part of your advertising funnel:
TOFU (Prime of Funnel)
Social media posts that generate consciousness and curiosity in your model.
These posts are both the primary your viewers sees from you or push prospects into the consideration stage.
Examples: “Day within the life” posts relatable to your clients’ trade or occupations, trending memes utilized to your trade, and so forth.
MOFU (Center of Funnel)
Content material aimed toward consumers to maneuver them into the consideration stage the place they’re strongly contemplating buying.
At this stage, clients are evaluating evaluations, options, pricing, and extra and will attain out for a demo or quote.
Examples: Instructional content material about product options, demos, case research, and so forth.
BOFU (Backside of Funnel)
Social content material that helps convey it residence: changing leads into clients and fostering retention and loyalty for present clients.
For B2B social media advertising, it’s unlikely your social content material alone will primarily drive conversions, however quite assist long-term loyalty and relationships.
Examples: Buyer appreciation posts, testimonials, social influence content material, and so forth.
Your subjects will differ however right here is our content material map from 2024 for reference:
2. Align along with your demand gen and ABM groups
To make social content material that impacts the underside line, it must resonate along with your viewers. To try this, collaborate along with your demand gen and account-based advertising (ABM) groups to align your B2B social media advertising technique with their insights.
Assist increase the demand gen group’s broad internet and get extra leads from social media with content material designed to construct model consciousness and curiosity.
Apply the personalised approaches the ABM group is taking to social content material to interact extra of your target market and perceive their wants higher.
3. Arrange superior reporting
The important thing to proving the ROI of B2B social media advertising is to precisely observe influence with instruments resembling Tableau, Looker Studio, Oracle Analytics Cloud, or others that may join first contact channels to income.
Hootsuite Superior Analytics gives net attribution, auto-tagging, and lots of filtering and sorting choices to grasp which posts and accounts are driving the most effective outcomes on your group.
Take a look at how Hootsuite Superior Analytics can simplify your reporting life in a couple of minutes:
4. Work with KOLs (enterprise influencers)
The bulk (53%) of B2B organizations are rising their funds for key opinion leaders (KOLs) — a.ok.a. enterprise influencer advertising — this yr.
Supply: EMARKETER
B2C influencer advertising is rising at a speedy tempo too, up 21% year-over-year in whole. That’s as a result of it really works.
An excellent method is to combine the kinds of influencers you companion with. Select a wide range of nano, micro, and macro influencers to amplify your message. Small influencers are inclined to get larger engagement, whereas influencers with bigger follower bases can increase marketing campaign attain.
One factor is obvious: B2B influencer campaigns ought to embrace LinkedIn, particularly with the platform’s new First Impressions advertisements and Related TV advert format, which permits 300% higher focusing on than TV.
Plan your subsequent marketing campaign strategically with our high influencer advertising suggestions for manufacturers.
5. Lean into worker advocacy
Worker advocacy is much like influencer advertising, besides it’s your workers sharing content material to advertise your group. These applications flip your workers into model ambassadors, boosting your natural attain and creating visibility and belief on-line.
Worker advocacy applications get higher outcomes for much less cash: as much as 200% larger click-throughs and 700% extra engagement vs. company-shared content material, and Hootsuite clients alone have saved $839,000 in advert prices over three years for a similar attain.
However all attain isn’t created equal: the attain you obtain by means of worker advocacy is value extra as a result of it’s about belief, known as “the final word forex” by Edelman. Model belief is particularly vital for B2B gross sales in unsure financial occasions the place companies make protected, risk-averse selections 70% of the time.
“Belief is the treatment to danger,” says Ian Bruce, VP Principal Analyst at Forrester.
“Belief bridges the hole between a risk-averse purchaser and a possible vendor. B2B consumers who belief an organization are nearly twice as possible … to pay a premium to work with that firm than those that don’t.”
After all, for workers to wish to participate, a optimistic office tradition and rewards for taking part are foundational constructing blocks.
Hootsuite Amplify makes it simple to start out and handle your worker advocacy program alongside all of your different B2B social media advertising duties inside Hootsuite. Create pre-approved content material on your workers to share with just a few clicks, observe efficiency, and begin getting extra attain and ROI with out additional effort or advert prices.
See the ability of Hootsuite Amplify in motion, then request a demo to expertise it for your self.
6. Perceive the potential of darkish social
Darkish social refers back to the personal and (principally) untrackable methods individuals discuss manufacturers or share content material, resembling by means of e mail, messaging apps (Slack, Discord, and so forth), and thru DMs in social media apps.
Conventional analytics instruments can’t observe darkish social exercise, however there are just a few methods to measure extra of it:
- Create UTM hyperlinks to higher attribute net site visitors to its supply, together with which social platform guests got here from. (Bonus: Simply create these when scheduling content material in Hootsuite with the built-in URL shortener.)
- Make sharing content material simple with buttons that embrace choices for copying a hyperlink or sending through e mail. Embody UTM parameters within the sharing hyperlinks.
- Use social listening to search out buyer conversations on autopilot. Hootsuite Listening’s superior capabilities uncover dialog clusters, perceive the feelings behind what individuals are saying about you on-line, observe rivals, monitor model sentiment, and determine developments and subjects earlier than they pop off.
Social listening can solely observe public content material, nevertheless it provides context to conversations your viewers is having. For full entry to darkish social, think about beginning your personal personal neighborhood, resembling a sub-Reddit, Fb or LinkedIn group, or by yourself web site.
7. Flip your finest natural content material into advertisements
When content material works, double down. Flip your high performing natural posts into advertisements by both boosting the submit or making a B2B social media advert marketing campaign.
B2B social media advert funding is rising with 60% of entrepreneurs planning to spend extra in 2025 vs. 2024.
Supply: EMARKETER
Your finest platforms for B2B advertisements will possible be LinkedIn and Fb, each of which you’ll create and handle advertisements for in Hootsuite. Save time on advert creation and measure the ROI of your natural and paid content material collectively, proper inside Hootsuite.
8. Don’t sleep on podcast sponsorships
Podcasts are in style, and their recognition is barely rising, particularly amongst youthful generations. In 2012, lower than a 3rd (29%) of U.S. adults had ever listened to 1, however in 2025, 73% of individuals take heed to podcasts.
A current Harris Ballot survey discovered that 68% of listeners belief suggestions from podcast hosts, and 35% say podcast advertisements are extra reliable than different media codecs.
Most significantly, podcast advertisements convert: 49% of listeners took motion from a podcast advert, with 20% making a purchase order, 23% visiting the web site, and 16% recommending the advertiser to others.
Supply: The Harris Ballot
These statistics are targeted on a B2C viewers, however the identical logic applies to B2B podcast promoting.
As with every advert marketing campaign, focusing on is essential. This B2B marketer suggests beginning with 5 to 10 podcasts, seeing how the advertisements carry out over a month, after which both persevering with or changing them with different podcasts.
9. Make your viewers’s lives simpler
B2B social media content material ought to present worth to your viewers. It ought to make their jobs simpler and supply options or insights.
A technique to do that is thru instructional thought management content material resembling:
- trade studies
- pattern analyses
- how-to guides
With content material that does promote your product, concentrate on the way it will straight profit the viewer. Attempt showcasing particular use instances or sharing success tales that spotlight a product or companies’ worth.
10. Incorporate UGC content material
Consumer-generated content material (UGC) consists of any content material — textual content, movies, pictures, evaluations, and testimonials — created by individuals quite than manufacturers.
Translation: Leveraging UGC can improve your model’s authenticity, construct belief, and foster a neighborhood round your services or products.
UGC serves as social proof that your services or products ship worth. Constructive evaluations, testimonials, and case research can affect resolution makers to buy and exhibit your model’s reliability.
The stress to show ROI is actual. Over a 3rd (34.5%) of B2B entrepreneurs are putting extra significance on proving the ROI of their advertising methods in 2025.
Supply: EMARKETER
Correct attribution and reporting are your ticket to with the ability to show ROI. In addition to connecting social content material with enterprise outcomes, 77% of B2B entrepreneurs additionally use previous efficiency knowledge to justify future budgets.
Getting the precise knowledge is crucial for understanding how your campaigns are performing and making certain you have got assets to create campaigns sooner or later, too.
However by “the precise knowledge,” we imply the metrics that truly measure influence, not vainness numbers, resembling solely monitoring follower rely.
Impactful metrics that show B2B social media advertising efficiency embrace:
- Engagement price. leads have interaction along with your content material. Look ahead to regular will increase in likes, feedback, and shares over time.
- Click on-though price (CTR). How many individuals noticed a submit vs. what number of clicked the hyperlink, indicating curiosity and viewers connection.
- Leads. Look ahead to developments in lead technology, resembling if extra leads come from sure kinds of content material or at sure occasions of yr.
- Conversions. How usually social content material results in a purchase order, or different kind of conversion, together with signing up for a e-newsletter, downloading a report, or filling out a contact kind.
- Income generated from social media. The monetary worth of what social media has delivered to your group in comparison with advert prices.
- Follower development price. Isn’t this only a vainness metric? Not while you interpret it alongside different key indicators. Our Shopper Report discovered 70% of individuals observe manufacturers as a result of they intend to buy from them.
So how do you join these metrics to outcomes? One phrase: attribution.
Use social listening for monitoring attribution
We’ve already coated how highly effective social listening is for understanding clients, competitors, and developments, nevertheless it’s additionally key for precisely measuring how and the place individuals are discovering out about your group.
Discover out extra about utilizing social listening for enterprise.
Create attribution fashions
The B2B buyer journey (usually) isn’t so simple as clicking one hyperlink and making a purchase order — increase, one conversion. Attribution fashions take the easy conversion price calculation and apply it to extra complicated gross sales cycles for a full image of a buyer’s journey.
Relying in your group, chances are you’ll have already got these in place by means of devoted analytics and development groups, or with an exterior company.
Monitor long-term developments with benchmarking
B2B social media advertising is a protracted sport. However through the use of a holistic social media efficiency lens, quite than solely monitoring good points month-over-month, you’ll uncover long-term developments that sign actual development.
For instance, in case your content material is aligned along with your viewers, your engagement price ought to go up over time. If it’s flat or much less, regardless of follower development, then it’s time to revisit your content material technique.
Benchmark — or “snapshot” — your social media efficiency day by day, weekly, month-to-month, and yearly to show particular person metrics into significant insights about how social media is impacting your group.
Plus, benchmark your rivals’ efficiency too to have one thing to check in opposition to.
Methods to report B2B social media ROI to executives
When reporting on social media advertising, place the concentrate on monetary return. Undoubtedly point out that your group’s newest marketing campaign simply gained a creativity award and all of the PR buzz it obtained, and that engagement is up over 20% this quarter to this point.
However most significantly, convey it again to cash. That frames social media advertising as a revenue heart, not a value heart.
In your report, this might appear to be:
- A decrease buyer acquisition price, which implies advertising is saving the corporate cash.
- Elevated buyer loyalty, which means they’ll stick with you longer, spend extra, and be extra more likely to refer you to different organizations.
- Figuring out lead technology developments, such because the widespread “December Dip” in lots of B2B industries, the place incoming leads and offers drastically decelerate in December resulting from day off. Flip developments into alternatives by suggesting an even bigger advertising push in November to get forward of the slowdown.
For extra recommendation, learn how one can drive extra worth from social media and obtain our free information to social media efficiency measurement and reporting.
Hootsuite makes all the pieces wanted for efficient B2B social media advertising simpler and quicker.
Entry fundamental duties like publishing content material and analytics plus superior instruments together with social listening, worker advocacy applications, advert marketing campaign administration, group approval workflows, and extra — multi function easy-to-use dashboard.
With Hootsuite, you possibly can:
- Craft participating content material and schedule posts on the proper time on your viewers to see them
- Save time with the OwlyGPT AI assistant for captions, content material repurposing, and on a regular basis duties
- Drive engagement and buyer loyalty with speedy replies made simple with a unified Inbox for feedback and DMs throughout all platforms in a single place
- Get the total image of your natural and paid social media efficiency and ROI with Superior Analytics and generate customizable studies
- Harness highly effective social listening instruments to find what individuals say about your group and skim minds (nearly)
- Begin and handle an worker advocacy program with Amplify to supercharge natural attain
- Simply collaborate throughout your group with approval workflows, duties, customized permissions, and extra
Schedule posts, create advertisements, and get extra leads with Hootsuite’s all-in-one instruments for B2B social media advertising. Attempt it free at present.
