Agent efficiency, automation, and operational insights
According to the Content Marketing Institute, 95% of B2B marketers use social media as part of their content marketing strategy, and social media is the most commonly used platform for content distribution among B2B marketers. But building and maintaining a presence on social media requires considerable resources, so B2B marketers need to choose carefully. With so many social media channels and a sea of possible strategies for success, how do you decide which platforms to prioritize?
Fortunately, we’ve done the thinking for you and narrowed down a list of the best social media platforms for B2B marketers in 2023. In this guide, we’ll discuss the most commonly used social media platforms for B2B marketing, along with the strengths and weaknesses for each. With this information, you can determine which platforms are worth putting the time and resources toward and how you can optimize for success on each one.
With over 450 million monthly active users and a focus on real-time engagement, Twitter is an excellent place for B2B marketers to join conversations and promote their brands. If you’re a B2B marketer not using Twitter, you would be in the minority — 59% of B2B businesses use the platform for digital marketing purposes.
Twitter is perfect for B2B marketers who want to engage with their audience in real time and stay on top of the latest industry news and trends. This can be great for businesses who want to be a thought leader in their space, as they can be the first on-scene for major news or even drive these discussions themselves. For example, Airtable posted a shocking statistic about employee burnout with the goal of driving discussions and enticing users to get more tips and information in their ebook.
Use social media listening to find and join conversations relevant to your brand. Focus on posting content that’s relevant to recent events that others will want to discusss. If you can start the discussion or join another early, you can solidify your brand’s presence in the space.
You should also Uuse tailored audiences and re-marketing to connect with prospective customers who have already expressed interest in your business. Create targeted ad campaigns for the website or mobile app visitors, or upload your own list of prospect email addresses and phone numbers.
Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership.
- Twitter for Executives
Despite competition from other channels like TikTok, Twitter, and Facebook, YouTube remains the top social media platform for videos, with 35% of people indicating it as the top place they go for video specifically. The platform boasts a massive audience of 2.6 billion active users, and it’s a great way for B2B marketers to share and promote video content about their brand through advertisements, tutorials, Q&As, and more.
YouTube attracts a wide variety of users thanks to it’s mix of content that can be informative or entertaining. The question isn’t if your audience is using YouTube, it’s what type of content they’re looking for on the platform and if it’s worthwhile for you to create it.
B2B marketers need to decide if there’s a space for their brand on the platform, and if doing so would yield a return on the time and resources needed to make video content. A great way to do this is by looking at competitors with content similar to what you’d publish, and assessing the views and engagement they get. Do similar videos get enough views and comments to yield a return on the investment, and are most of the comments from consumers or potential B2B prospects?
In addition to this, consider the brand-focused content you’d publish. Are there subjects related to your brand that may be better explained in video format? For example, Grammarly has an entire video series about using Grammarly Business, which gives an overview of the solution and walks through how to use it. B2B marketers may find it better to showcase their solutions through videos instead of long-form articles or landing pages on their website.
There are proven ways to optimize your video content to maximize the chances they get displayed in Google search. Generally, this includes keeping videos under three minutes long, optimizing titles — including relevant keywords in your tags and a corresponding transcript. Use unobtrusive YouTube annotations with solid calls to action that promote your website or latest product offer.
The goal with YouTube is to establish your brand as the “go-to expert.” You do this by creating a mix of content that you expect will resonate with customers, focusing on educational or how-to videos where you can infuse your business’s unique value proposition.
A well-optimized video can be displayed prominently on Google, drawing in even more traffic and helping you to establish yourself as the go-to expert.
– Search Engine Land
For many, Facebook was the first social media platform that garnered the attention of marketers and businesses. Even as more competing sites have gained prominence, Facebook maintains its status as the world’s largest social media platform, with over 2.96 billion monthly active users.
Beyond a large audience, Facebook offers several appealing features to B2B marketers, including dynamic ads, lead capture forms, and advanced audience targeting. Additionally, B2B marketers can join countless Facebook Groups relevant to their industry or target audience.
Facebook is ideal for B2B marketers who want to find and engage with potential customers based on their interests. Although the platform is mainly associated with life updates for friends and family members, B2B marketers can use it to find and target users based on personal or professional interests through the use of Facebook Groups. B2B marketers can market directly in these groups, or use them as a launching point to find other relevant groups and prospects which can then be targeted through paid ads like the example below.
Start by creating a Facebook business page (if you haven’t already), and publish engaging content to attract users and drive social validation among prospective customers who share an interest or need related to your business or industry. Use buyer personas to help determine the type and subject of the content you post on your business page.
Next, jump into Facebook Groups related to your target audience to find potential leads and offer up your brand as a solution.
Finally, use Facebook Ads to target a specific audience based on characteristics such as a job title or other things that let you hone in on your ideal customer.
Instagram is another appealing platform for B2B marketers because it boasts an audience of more than 2.35 billion monthly active users. The platform is a great place to promote your brand through visual content — ideal for brands looking to establish a strong visual identity. Using imagery and videos that cut through the noise can help your brand stand out and leave a lasting impression.
Additionally, Instagram is a great place to share behind-the-scenes content about what goes on at your company, like team events, office tours, celebrations, and more.
The visual nature of Instagram makes it a great platform for B2B marketers who want to develop a brand identity through eye-catching imagery, or for businesses who want to use imagery to share their message. In the example below, TripActions used latte art to show a plane in the foam of a cup of coffee, as part of a B2B campaign to promote their business travel rewards. To the right, WeWork is using an image to show off their modern and spacious offices available to rent.
Instagram is a visual-focused platform. Invest resources in creating high-quality imagery that entices users to look closer at your content. Additionally, you can promote events like trade shows, conferences, and webinars to reach people in your industry. If you want to boost your brand, use paid campaigns to support your organic efforts.
TikTok exploded in popularity in the past few years and now has a global audience of more than 1 billion monthly active users from over 150 countries. For B2B marketers, it’s important to note that 70% of TikTok’s users are under 24 — so it may not be a top priority at the moment, but is worth looking into based on the platform’s growth. TikTok is great for networking and building an emotional connection with audiences by showcasing your brand’s personality with genuine messaging. The short-form nature also makes it great for sharing quick tips and Iit also offers high virality potential, especially when brands can figure out ways to jump on popular TikTok trends.
In 2023, TikTok is mostly a B2C social media platform. However, it can be a good fit for B2B marketers who want to build brand authenticity and trust, or share quick feature showcases that could entice prospective customers. For example, Monday.com uses TikTok to share quick examples of how businesses and save time by simplifying things like sending lots of emails and improve collaboration on projects using their software.
Start building your TikTok presence by investigating what people and entities are already talking about within your space and what among that content appears to be resonating most. Then, map out some content ideas your brand can try, and make sure to try a mix of videos, some of which are aimed at evoking an emotional response. For example, you can touch on specific pain points in your industry or even consider showing a more fun side of the organization.
Stay up-to-date on the latest trends and see if you can incorporate relevant ones into your TikTok content strategy.