Social media plays a critical role in marketing for modern businesses, and that doesn’t just apply to consumer-facing brands. For B2B (business-to-business) companies, social media plays a role in product research, brand recognition, and direct sales, among other objectives.
Understanding the latest B2B social media marketing trends can help you position your brand to thrive. Here’s a look at some of the latest B2B social media marketing statistics and trends to help you reach your goals in the coming years.
5 B2B Social Media Marketing Trends to Know of in 2025
B2B brands spend 7% to 15% of their marketing budget on social media. According to a survey from WPromote, more than half of B2B marketers plan to increase their use of social media in the next year, demonstrating its importance in B2B marketing strategies.
LinkedIn Dominates B2B Social Media Marketing
While Facebook and Instagram remain top destinations for personal social media use, LinkedIn stands out as the dominant social media platform for B2B marketing. Eighty-five percent of B2B marketers find LinkedIn provides the most value among social media platforms, followed by Facebook and YouTube. Sixty-eight percent of marketers increased their use of LinkedIn over the last year.
If you spend time on social media regularly, it’s likely no surprise that LinkedIn is a top destination for B2B activities. A division of Microsoft, LinkedIn calls itself “the world’s largest professional network.” While most other social networking sites focus on friends and family, LinkedIn puts business relationships front and center.
Explore alternatives to LinkedIn Ads to market your SMB.
Personalization Increases
Partially enabled by artificial intelligence (AI) developments, social media marketing is seeing elevated personalization. Some go as far as to call it hyper-personalization, with customized ad targeting, email campaigns, and other lead-generation strategies.
AI and machine learning tools can help build target customer profiles in your CRM (customer relationship management) platform and provide a consistent, personalized experience from lead to sale.
This shift toward AI-driven personalization is transformative for B2B companies with longer sales cycles. By analyzing vast amounts of engagement data across social platforms, businesses can predict which decision-makers will most likely convert and when to utilize specific content or outreach efforts.
This predictive capability allows marketing teams to optimize their social media spend and focus on high-potential leads, ultimately shortening the sales cycle and improving ROI.
Content Will Stay Strong
Content marketing and social media marketing go hand in hand. Social media posts often direct readers and viewers to blog posts, videos, and other longer-form content on the business website. A report from FocusVision states that the average B2B buyer reads 13 different content pieces, such as articles and white papers, before buying.
Customers typically view up to 12 types of content, with 40% including social media in their purchase research. Here are 11 other content types that can be in the mix:
- Analyst reports.
- Blogs.
- Industry events.
- Peer reviews.
- Vendor infographics.
- Vendor videos.
- Vendor websites.
- Vendor white papers.
- Webinars.
- Third-party articles.
- Third-party websites.
Social media is often used at an early stage in the buying journey. Using social media to build brand awareness and educate B2B customers about products or services can drive them deeper into the funnel, where they consider specific products and make a final decision. Regular social media postings help your business stay top-of-mind when prospective customers search for a new vendor.
Using content to build SEO (search engine optimization), demonstrate thought leadership, and educate prospective customers offers a winning combination for B2B marketers.
Influencer Partnerships Move Center Stage
Influencer marketing has matured from a fledgling promotion method for consumers to an integral part of social media marketing for B2B companies. Of course, working with the right influencers for your brand and goals is important. However, ignoring the potential of social media influencer relationships could ultimately cost your business sales.
LinkedIn again emerges as a leading platform for B2B sellers. You can work with influencers to create sponsored posts, highlight articles and videos, or include them as experts in a podcast or webinar. The brand and influencer can both share the content and social media posts, leveraging the influencer’s brand and online following to reach your target audience and generate leads.
Video Soars
As high-speed internet and broadband mobile connections proliferated over the last two decades, we’ve seen rapid growth in online video. While YouTube and Netflix stand out as early entrants, user-generated video content is now available on nearly all social media platforms, from TikTok to LinkedIn and everywhere in between.
According to a survey conducted by Wyzowl, 89% of businesses use video as a marketing tool. It’s not necessarily the top tool, according to Backlinko: 14% of B2B buyers think video is the most helpful type of content—ahead of white papers, but behind case studies and blogs. Nonetheless, 95% of B2B buyers surveyed by Wyzowl say video plays an important role in their purchase process, and 93% say video is important in building trust in a brand.
While you may be drawn to longer-form videos, short-form videos have become prominent and are often credited with having the highest ROI. Forty-four percent of marketers create short-form videos regularly, and 39% say the most effective video length is 30 to 60 seconds, Wyzowl reports.
The Future of B2B Social Media Trends
While the future is not guaranteed, we have a few predictions about which trends will continue to accelerate in the coming year.
Increased Reliance on AI
Artificial intelligence will continue fundamentally transforming how B2B companies identify and nurture potential clients through social media channels. AI-powered tools will move beyond basic automation to provide real-time insights into buying signals and decision-maker behavior.
At the same time, machine learning algorithms will analyze vast amounts of historical data to predict which content formats will resonate most effectively with specific segments (and even individuals) among B2B decision-makers.
Even More Video
Video content will continue to dominate B2B social media strategies, with short-form educational content becoming increasingly crucial for capturing the attention of busy professionals. While traditional long-form content such as webinars will maintain their place in the marketing mix, bite-sized video formats of 30 to 60 seconds will see the highest engagement rates and ROI as executives and decision-makers seek quick, digestible insights to inform their purchasing decisions.
LinkedIn Remains the Top Social Platform for B2B Marketing
LinkedIn will hold its primacy as the undisputed leader in B2B social media marketing. Its professional focus and targeting capabilities will continue outperforming other platforms for business audiences.
Interactive content formats and enhanced analytics will give marketers deeper insights into decision-maker behavior. Integration with other Microsoft products, including AI, may create a more seamless experience for B2B marketing and sales teams.
Key Takeaways: B2B Social Media Trends in 2025 and Beyond
A few years ago, AI went from something most of us have only seen in the movies to something we use daily. We’ve seen a shift in dominant social media apps, and video continues to have a long upward trajectory for consumer and B2B marketers alike.
We see these as the key focus areas for B2B social media marketing in the coming years. The B2B marketing statistics above make a strong case for how to use social media as your marketing strategies evolve.
Frequently asked questions (FAQs)
What is B2B social media strategy?
B2B social media strategy is a method of utilizing platforms like LinkedIn and Facebook to reach current and prospective customers, build brand awareness, and engage in top-of-funnel interactions to ultimately increase sales.
What is the best social media platform for B2B marketing 2024?
LinkedIn is a clear leader among professional networking and B2B marketing among social networks. While you likely shouldn’t ignore Facebook, Instagram, YouTube, and other social media apps, LinkedIn is a top platform to focus on for B2B social media marketing.
What are the social media statistics for B2B?
B2B social media marketing statistics are robust. View B2B social media statistics highlights in our analysis of social media trends above.
