In 2024, B2B marketing continues to evolve, and social media remains an essential channel for companies to connect with their target audience.
But producing effective content for B2B audiences can be tricky—businesses need to balance providing valuable information with engagement and credibility.
Here are some social media content ideas that work particularly well in 2024 for B2B companies looking to stay ahead in the game.
1. Educational and thought leadership content
Business audiences are always on the lookout for content that provides value and helps them solve problems.
Educational and thought leadership content is a great way to position your company as an expert in your field while building trust with your audience.
You can share content like white papers, case studies, industry reports, and how-to guides that educate your followers about topics relevant to your industry. This type of content establishes your company as a knowledgeable leader in your space and helps your audience make informed decisions.
Idea: Create a series of short-form posts that break down key insights from a recent industry report your company has published or a white paper. Link to the full content, but also provide valuable snippets to engage readers directly on social media.
2. Short-form videos and reels
Video content continues to dominate social media, and short-form videos are becoming increasingly important for B2B brands. Platforms like LinkedIn, Instagram, and even TikTok are seeing increased usage among B2B professionals, making video a powerful way to capture attention.
Short-form videos, such as 30-60 second clips, can be used to highlight product features, share behind-the-scenes looks at your company, or even demonstrate solutions to common pain points your audience might have.
These quick and engaging videos are easy to consume and can be highly effective at driving traffic to your website or generating leads.
Idea: Create a weekly video series where your company shares quick tips, industry trends, or product demos. The key is to keep it short, visually engaging, and actionable for your audience.
3. Customer success stories and testimonials
In B2B marketing, showcasing how your product or service has helped real clients is one of the most persuasive forms of content.
Customer success stories and testimonials demonstrate that your company delivers real results, which builds trust with potential buyers.
Use social media to highlight how your customers have used your product or service to solve problems or achieve goals. You can feature case studies, share customer quotes, or even create video testimonials.
Idea: Feature a “Customer of the Month” post where you showcase a client’s success story. Include a quote or video testimonial from the client that speaks to the value of your solution. Make it shareable and tag the client company to increase reach.
4. Interactive polls and surveys
Engaging your audience directly through interactive content such as polls and surveys is a great way to increase participation and gather valuable insights.
These types of posts encourage your audience to interact with your content, providing you with a better understanding of their needs and interests.
Polls and surveys are easy to set up on platforms like LinkedIn, Twitter, and Instagram, and they can be used to ask for feedback on new products, industry opinions, or what types of content your audience wants to see more of.
Idea: Run a weekly or monthly poll asking your audience about industry trends, their biggest challenges, or what they look for in a B2B solution. Share the results in a follow-up post and provide insights based on the feedback you’ve received.
5. Behind-the-scenes content
Humanizing your brand is a key way to connect with your B2B audience. Behind-the-scenes content gives your followers a glimpse of your company culture, the people who work there, and the processes that drive your business forward.
This type of content helps build trust and rapport with your audience, making your company more relatable and approachable.
You can showcase how products are made, share day-to-day office activities, or introduce team members to put a human face on your brand.
Idea: Post short behind-the-scenes videos or photos of team meetings, product development, or company events. Highlight your team members and share a bit about what makes your company unique, from your values to the way you collaborate.
6. Data-driven insights and infographics
Business decision-makers often rely on data to make informed decisions, and sharing relevant data-driven insights can establish your company as a thought leader in your industry.
Infographics are a great way to present complex information in a visually appealing and easy-to-digest format.
By sharing infographics that highlight industry trends, market data, or your own product performance metrics, you can provide value to your audience while positioning your company as a source of reliable and actionable information.
Idea: Create an infographic summarizing a recent industry trend or key data points from a report. Share this across your social media channels and encourage engagement by asking your audience for their thoughts on the data.
7. User-generated content
B2B buyers often trust peer recommendations more than traditional advertising, which is why user-generated content (UGC) can be highly effective.
When customers share their experiences with your product or service on social media, it adds authenticity to your brand and can influence others to engage with your company.
You can encourage UGC by running contests, asking customers to share their experiences, or featuring content that your clients have posted about your brand.
Idea: Run a social media contest asking your customers to share a photo or video of how they use your product in their business. Feature the best entries on your social channels and offer a prize for the winner, such as a discount or free consultation.
8. Live webinars and Q&A sessions
Webinars and live Q&A sessions are highly engaging forms of content that allow you to interact with your audience in real time.
This is a great way to showcase your expertise, answer pressing questions, and generate leads.
Whether you’re hosting a product demo, an educational webinar on industry trends, or a live Q&A with a thought leader from your company, these events provide direct value to your audience and can help you build deeper relationships with potential clients.
Idea: Promote a monthly live webinar where your team discusses the latest industry trends or offers solutions to common challenges in your field. Make sure to encourage audience participation by inviting questions and offering live answers.
9. Employee advocacy and thought leadership
Your employees can be some of your most powerful brand ambassadors. Encouraging them to share company content, industry insights, and their own professional expertise on social media can significantly boost your company’s visibility and credibility.
LinkedIn, in particular, is an excellent platform for employee advocacy in the B2B space.
When employees share thought leadership content or insights from their work, it humanizes your brand and extends your reach to new networks.
Idea: Encourage employees to create and share their own content on LinkedIn. This could include blog posts, articles, or short videos where they discuss their role at the company, the industry challenges they’re passionate about, or the solutions your company offers.
10. Seasonal or event-specific campaigns
Aligning your social media content with relevant seasons, holidays, or industry events can help you stay top of mind with your audience.
For example, if your industry has a major annual conference or trade show, creating content around that event can boost your visibility and engagement.
Seasonal campaigns are another way to create timely content that resonates with your audience. Whether it’s a year-end summary, a look ahead at trends for the next year, or holiday greetings, seasonal content adds a personal touch to your brand.
Idea: Create a countdown or series of posts leading up to a major industry event. Share behind-the-scenes content of your team preparing for the event, highlight the sessions you’ll be attending, and invite your audience to connect with you at the event.
11. Product teasers and announcements
Social media is a great platform for building anticipation around new products, features, or updates.
Product teasers allow you to create excitement and curiosity, encouraging your audience to stay tuned for more information.
You can share sneak peeks of new products, behind-the-scenes looks at development, or launch announcements that highlight the benefits and features of your upcoming release.
Idea: Create a series of teaser posts leading up to a product launch. Share images or short videos that give hints about what’s coming, and gradually reveal more information as the launch date approaches.
12. Partnerships and collaborations
In the B2B world, partnerships and collaborations can help you reach a wider audience and build credibility.
Highlighting your partnerships on social media not only showcases your company’s growth but also introduces you to the partner’s audience.
Collaborating on content with partners—such as co-hosted webinars, joint research reports, or co-branded campaigns—can be an effective way to generate interest and expand your reach.
Idea: Share a post announcing a new partnership or collaboration. Include details about what the partnership will achieve and how it benefits your customers. Consider hosting a joint webinar or co-producing content that both you and your partner can share with your audiences.
Conclusion
B2B social media content in 2024 is all about providing value, building trust, and engaging with your audience in creative ways.
By focusing on a mix of educational content, thought leadership, interactive engagement, and storytelling, you can create a powerful social media presence that resonates with your target audience.
Whether you’re sharing customer success stories, hosting live webinars, or posting data-driven insights, the key is to stay consistent and aligned with your audience’s needs.
With the right strategies, social media can be a highly effective tool for growing your B2B brand and generating leads.
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