4 Social Media Platforms B2B Brands Can Rock On (With Examples)

B2B Social Media

By Julia Koh & Syira Junaidi
October 2019
We already established that social media works for a lot of types of brands. There are multiple platforms which you can use to begin your B2B social media branding. Each platform serves a different group of people and has unique attributes due to the different layouts and interfaces.
Social media can be used as a brand awareness tool, getting engagement, publish content and nurture leads. Especially for B2B brands, nurturing leads is an important process and social media can be the perfect tool for that.
Here are 4 social media platforms commonly used by B2B brands, each with an example of how it’s done.
  1. Instagram
    Instagram is the current chart-topper for the most popular social media site, with more than 1 billion active users. That means 14% of the world’s global population have Instagram accounts on their devices. Part of the reason why they’re so popular is because the app often makes things interesting for both users and merchants. Instagram is very visual-based. You can now shop by just clicking on a post.

    Example: HubSpot
    While HubSpot doesn’t sell things on a post as a B2C would, they retain their audience through engaging content. Using Instagram Stories, users can answer quizzes about marketing, and learn about how to amplify their marketing efforts using their software and automation. HubSpot also posts attractive visuals in forms of infographics, videos, or graphs that suits Instagram’s audience.

  2. Facebook
    Facebook is still the reigning no.1 social media platform that houses brands of all sizes and industries. And their users are also more diverse in terms of age and location. Facebook Ads is still one of the most effective marketing tools today, with 44% of consumers citing Facebook as influential to their shopping habits. But even without paid ads, organic reaches can also generate awareness and engagement.

    Example: IBM
    As a leading computer intelligence brand, IBM doesn’t shy away from engaging their audience with cool pictures and geeky content that wow users regardless of their computer knowledge. Facebook prioritises posts that have a lot of engagement; shares and comments most of all. So IBM makes sure their posts generate conversation, such as how this microchip can power a supercomputer.

  3. LinkedIn
    LinkedIn is an essential B2B social media marketing tool. It’s not too casual, yet not necessarily as formal as your corporate website. Users on LinkedIn are professionally-connected, but they can range from fresh graduates looking to start their career to entrepreneurs, industry leaders, and even heavyweight C-suites of MNCs. If you want to target key decision-makers of a company, LinkedIn would be the best place.

    Example: McKinsey & Company
    McKinsey & Company is a thought leader with a vast wealth of knowledge and insights. Especially on LinkedIn, where the audience base would be more serious and mature, McKinsey & Company would shares articles and posts without skimping on the jargon. The language used on LinkedIn would still need to be readable, but not too casual as you might see on Instagram or Facebook.

  4. Twitter
    Twitter is also a great B2B marketing arsenal. It’s a microblogging site perfect for busy professionals who scroll their Twitter feed during coffee breaks. Twitter posts are often paired with links to the complete web page about an article, news, or release. You can also post pictures, graphics, and videos to stimulate shares and engagement. Since it has expanded their word limit to 280 words, you can add a little more context to the post. But essentially, Twitter is great for short, fast updates that call people to further action.

    Example: Maersk
    How would a giant shipping company post on social media? Well, they capitalise on the vast destinations they’re operating in. Twitter users love the picturesque posts Maersk shares from the ports of Sydney to Murmansk. They took the chance to talk about their branding, updates, or services while showing off their mighty cargo fleet.

In Conclusion
You don’t have to post on every social media platform. Know where your target audience is, and start posting and engaging consistently. The point of social media marketing for B2B brands is to become more visible to them, so start planning for a campaign that puts your name in their decision-making process.
Most B2B brands start with a Facebook business page. Then, depending on their marketing strategy, they’ll expand to either Instagram or LinkedIn (or maybe both).

So, to recap:

Instagram is great for visuals, engagements, and fun posts.
Facebook is perfect for all types of businesses with many types of content and diverse audience.
LinkedIn is good for in-depth content, professionals, and the use of specialised languages.
Twitter works best for short, brief updates.