The landscape of B2B marketing is continually evolving, and social media plays an increasingly important role in shaping how businesses connect with their audiences. As we move into 2025, staying ahead of emerging trends is essential for B2B brands.
New strategies and content formats are redefining interactions with potential customers, and adapting to these changes can provide a competitive edge. According to the findings of the Netline B2B Content Consumption Report, the demand for engaging, personalized content is growing, driving the shift toward more authentic, relatable digital experiences.
As co-host of the Social Pros podcast, I was thrilled to sit down with strategists from Convince & Convert to discuss what brands need to have in their social media marketing playbook for the year ahead. The article below is a summary of the topics that surfaced that B2B marketing teams need to pay attention to in order to stay competitive.
You can watch the full video replay of the episode below, or add it to your podcast line-up on your favorite platform.
Authentic and Engaging Content
In 2025, authenticity is key.
B2B brands are moving away from overly corporate messaging and adopting a more human, approachable tone. This shift mirrors strategies typically seen in B2C marketing, where relatability and storytelling are crucial. B2B companies now focus on building emotional connections by showcasing their brand’s values, challenges, and successes.
Examples of successful B2B storytelling include:
Adobe’s storytelling campaign highlights how its tools empower businesses and creators.
IBM focuses on sharing client success stories to build trust and demonstrate impact.
Microsoft’s social initiatives showcase leadership perspectives on industry trends.
By emphasizing storytelling, brands connect deeply with their audiences and differentiate themselves in a crowded market.
Short-Form vs Long-Form Video
Video content continues to dominate in 2025, but the types of videos that work for B2B marketers vary depending on the platform and goals. Platforms like TikTok and Instagram are ideal for short-form videos, which grab attention quickly and support real-time engagement. In fact, 72% of B2B marketers report success with lead generation through short-form video content.
Short-form video works well for:
Highlighting quick tips and insights
Sharing company culture glimpses
Showcasing customer testimonials
For more in-depth engagement, long-form content such as webinars or YouTube videos helps build authority and educate potential clients. Brands like Salesforce and HubSpot use long-form YouTube content for product demos, case studies, and thought leadership discussions.
Hear more about the B2B social strategy at Salesforce on Episode 631 of the Social Pros podcast.
Consider using long-form video to cover:
Detailed product overviews
Industry-specific insights and case studies
Tutorials or live Q&As with subject matter experts
Explore the B2B Social Media Consulting Services at Convince & Convert to learn more about implementing a video strategy tailored to your brand.
Thought Leadership
In B2B marketing, thought leadership is critical for establishing trust and authority. Platforms like LinkedIn are prime spaces for thought leaders to share insights, case studies, and industry predictions, which enhances the brand’s credibility and drives SEO.
Content that positions your brand as a thought leader can:
Build industry authority and influence
Improve visibility in search engines
Attract new followers and partners
Microsoft and IBM effectively use LinkedIn for thought leadership, with executives sharing perspectives on future trends. This positions their brands as trusted sources and keeps audiences engaged. Discover how B2B Thought Leadership can boost your brand’s influence.
Influencer Marketing
We’ve been saying it for years: Influencer marketing is not just confined to the B2C space. B2B influencer marketing is rapidly growing as companies seek to partner with industry experts to gain credibility and reach niche audiences. Influencers in the B2B world help brands connect with audiences faster than traditional marketing, boosting reach and engagement.
Key benefits of B2B influencer marketing include:
Faster trust-building through credible voices
Increased brand visibility in specific industry niches
Enhanced engagement with targeted, relevant audiences
As a real-life example, explore this case study of Oracle’s “On the Fly” B2B video series. They tapped into the expertise of 30 B2B influencers in order to boost traffic to their website and showcase unique thought leadership across channels that included LinkedIn.
Oracle tapped in to B2B influencers to create video assets to boost their thought leadership and drive traffic to their website and newsletter.
AI Integration
AI and automation are transforming the B2B social media landscape by streamlining content creation and improving engagement.
Here’s how AI can impact your B2B social media strategy:
Content Personalization: AI tools offer data-driven insights that help tailor content to audience preferences.
Automated Customer Service: Chatbots provide timely responses, enhancing customer experience.
Enhanced Analytics: AI-powered analytics offer predictive insights, allowing brands to refine strategies in real-time.
AI-driven tools help marketers identify content trends, optimize campaign timing, and predict customer needs. This strategic use of AI allows B2B brands to maintain a strong presence without overwhelming resources.
For a more detailed dive into this topic, I encourage you to watch the “5 Steps to AI Readiness for Marketing Leaders” webinar presented by Zontee Hou (see preview below).
Focus on Customer Pain Points
Addressing customer pain points through targeted content is a highly effective B2B approach. By identifying challenges faced by potential clients, brands can position themselves as solutions providers, creating a steady lead flow and building trust.
Effective content focused on pain points includes:
HubSpot’s blog posts on common marketing challenges, paired with actionable tips
Salesforce’s webinars on customer data management solutions
IBM’s white papers addressing security concerns in cloud computing
This approach enhances credibility and attracts and retains engaged audiences. Explore Convince & Convert’s B2B Consulting Services to learn more about building a pain point-focused content strategy.
Looking Ahead
As we head into 2025, B2B social media marketing continues to evolve. From the rise of short-form video and influencer partnerships to the integration of AI, this year’s B2B trends prioritize authenticity, engagement, and targeted solutions. By staying on top of these trends, brands can improve their lead flow, strengthen relationships, and engage with their audience more meaningfully.
Ready to elevate your B2B social media strategy? Contact Convince & Convert’s team for expert guidance on navigating these trends to drive tangible results for your business.
The post B2B Social Media Marketing Trends for 2025 appeared first on Convince & Convert.
