B2B brands love a lead gen funnel. A CRM. A gated whitepaper. But you know what’s still wildly overlooked? Brand marketing.
While everyone’s chasing downloads and demos, the brands that win long-term are the ones that people actually remember. That’s where social media and B2B marketing collide. Because brand is performance, it just works over a longer timeline.
And yes, even platforms like TikTok can have a role in B2B for visibility, storytelling, and showing you’re more than just another faceless “solutions provider”. From July 2025 Google will start to index Instagram and Tiktok posts in search results. Both social platforms have made big moves to push creators to use ‘SEO’ tactics in their content to achieve more reach and visiblity for key terms they’re posting about.
B2B brands shouldn’t overlook this, because sticking to traditional SEO just isn’t going to be enough to compete anymore. With AI SEO and Social SEO entering the room, marketers need to keep up.
Social Media The Brand Amplifier
If you still think social media is just for B2C or influencers then you’re already falling behind. Your buyers are human and they scroll LinkedIn on coffee breaks, they browse Instagram after work and they watch TikToks about industry pain points (quietly nodding, brew in hand).
Social builds trust and brand differentiation before someone ever lands on your site and if you’re only using it to push blogs or promo posts? You’re missing the point.
What Smart B2B Social Looks Like
Social should do four things:
- Build trust before the first call
- Reinforce your positioning across touchpoints
- Create visibility with the right people, not just more people
- Aid SEO
Done right, it supports everything from B2B lead generation to brand loyalty and recruitment.
TikTok for B2B? Actually, Yes.
Hear me out. TikTok isn’t just Gen Z dancing and lip syncing to trending audios. It’s an insanely powerful algorithmic engine for discovery and B2B brands are already using it to:
- Break down complex topics with humour or clarity
- Showcase behind-the-scenes culture
- Share founder insights and opinions
- Repurpose thought leadership in engaging formats
No, you don’t need to point at floating text. But if you’ve got something to say and can say it well TikTok can amplify it fast.
It’s especially powerful for challenger brands, disruptors, and people with a bit of personality.
LinkedIn Still Runs the Show
If TikTok is the new frontier, LinkedIn is still the bread and butter but it’s not just a place to repost blogs and hope for likes.
Use it to:
- Show off your thinking, not just your services
- Start conversations, not just announcements
- Connect with buyers through smart, useful commentary
It’s where your audience is already in a business mindset. Make sure your brand voice cuts through the noise.
Plug It Into Your Content Engine
Social media should work hand-in-hand with your B2B content marketing strategy. That means:
- Repurposing blog insights into LinkedIn posts or TikTok explainers
- Sharing case study nuggets as Instagram stories or Reels
- Breaking FAQs into tweet threads or carousel posts
Don’t create more, however do say more with what you’ve already got.
It boosts brand visibility, builds trust, and keeps you top of mind with buyers long before they’re ready to buy. It’s also a powerful way to humanise your brand and show you understand your audience’s world.
Show up consistently with content that adds value, starts conversations and makes your expertise obvious. Use calls to action that guide people to connect, download, or enquire without feeling like a hard sell.
Your Buyers Are Scrolling. What Are You Showing Them?
You’ve got one chance to make someone pause mid-scroll. If your content’s beige, bland or robotic, they’ll keep moving. But if you’re showing up with personality, insight and clarity? That’s where the magic happens.
Social media and B2B marketing isn’t about keeping up appearances, however it is becoming more critical for making your brand unforgettable.
Contact me for a free 15-minute consultation or digital audit. Let’s build a social presence that actually earns attention.