B2B social media is not boring — Here's how TIC can help to do it right

There are many who feel that B2B social media is all about whitepapers, webinars, and wonky jargon.

Think again.

In 2025, B2B brands are turning heads, building communities, and closing deals through dynamic, creative, and authentic social media strategies. And that is the way we do it at TIC.

Yes, the stakes are different in B2B — such as longer sales cycles, smaller customer groups, and often, dependent on technical information. But that doesn’t mean your social content has to be dull.

On the contrary, the most successful B2B players are showing us that social media is the new front door to brand trust and influence, and thus ultimately, revenue.

There are a few steps which will help your organisation stand out.

1. Start With Storytelling, Not Selling

People connect with people, not pitches. The most engaging B2B brands in 2025 use storytelling to build emotional resonance before introducing a product or solution. These stories can come from customers, partners, employees — even internal innovation journeys.

What works:

• Customer transformation stories
• “A day in the life” of your team
• Behind-the-scenes R&D wins and failures

Case Study: IBM’s #SmartVoices Influencer Program

IBM partnered with tech creators and micro-influencers to spotlight how their AI and cloud solutions impact real businesses. By using story-driven, native content on LinkedIn and Twitter, they achieved a 7x higher engagement rate than traditional ads.

2. Make Visual Content Your Secret Weapon

Long paragraphs of text won’t help on social media anymore — especially when you’re competing with Reels, TikTok, and flashy carousel posts. Smart B2B marketers use visuals to simplify complex ideas and catch scrollers’ eyes.

What works:

• Infographics and data visualisations
• Explainer videos for products or services
• Animated carousel posts with key takeaways

Case Study: Cisco’s Animated Cybersecurity Series

To promote its cybersecurity offerings, Cisco created a series of short, animated videos featuring relatable workplace scenarios. The humorous yet informative tone earned the campaign millions of impressions across LinkedIn and X.

3. Empower Employees to Become Brand Ambassadors

Your employees are 10x more credible than your brand handle. In 2025, B2B companies are tapping into this by training and incentivising their teams to share content, insights, and culture posts on their personal profiles.

What works:

• Internal ‘social squads’ or content clubs
• Templates or prompts for LinkedIn posts
• Recognition for top advocates

Case Study: Adobe’s Employee Advocacy Program

Adobe trained 1,000+ employees on personal branding and social sharing. Posts from employees saw 4x the engagement of corporate content, resulting in a measurable uptick in job applications and sales conversations.

4. Build Authority Through Educational Content

Thought leadership is king in B2B. But in 2025, it’s not about 10,000-word PDFs — it’s about snackable, scannable, shareable formats. When your brand helps people get smarter, they remember you when it’s time to buy.

What works:

• Industry trend reports and quick stats
• 60-second explainer reels
• Webinars turned into short social clips

Case Study: HubSpot’s Micro-Content Strategy

HubSpot sliced up its blog and research into digestible social posts, often using carousels and short videos. This repurposing approach led to a 40% increase in LinkedIn followers over 6 months and higher leads.

5. Collaborate With Industry Influencers

Influencer marketing isn’t just for fashion and fitness. In B2B, working with niche experts, analysts, and respected creators helps you tap into trust — the most valuable commodity in today’s marketing landscape.

What works:

• Joint webinars or live interviews
• “Guest takeover” posts or newsletters
• Case studies co-created with known experts

Case Study: SAP and Brent Adamson

SAP co-created content with Gartner’s Brent Adamson, leveraging his audience and credibility. Their LinkedIn Live series garnered 2x the average attendance and sparked in-depth sales conversations.

6. Don’t Be Afraid of Humour and Personality

The “boring” perception of B2B often comes from brands playing it too safe. But more companies are realizing that a little levity — used well — can help humanise your message and make it more memorable.

What works:

• Memes that highlight pain points
• Playful polls or “hot takes” on industry trends
• Branded comic strips or gifs

Case Study: Slack’s Work From Home Meme

Slack’s social team ran a tongue-in-cheek series of posts on remote work quirks. The posts struck a chord with knowledge workers, racking up shares while subtly promoting Slack as the solution.

7. Optimise for Conversations, Not Just Clicks

The best B2B brands don’t just post — they participate. That means responding to comments, jumping into trending threads, and treating social as a two-way channel. Algorithms reward conversation, and so does credibility.

What works:

• Asking questions that invite debate
• Highlighting customers or partners in comments
• Prompt replies from real people (not bots)

Case Study: Drift’s Social Selling Strategy

Drift’s sales and marketing teams work together to comment on prospects' posts, share insights, and build relationships — all before pitching. This “community-first” approach drives warm leads and builds lasting trust.

Conclusion

There can never be any conclusion in such a fast evolving space.

B2B social media in 2025 is thriving, and it’s anything but boring. The brands winning attention and trust today are bold, creative, and deeply human. They embrace storytelling, empower their people, leverage influencers, and spark genuine conversation.

Remember, even if your product is technical or complex, your audience is human. If you respect their time, speak their language, and show up with value — your social media presence can become your most powerful business development tool.

To understand this better, and to help you tell interesting stories which are the basis of great content which helps your business, get in touch with TIC. We have been corporate storytellers for years, helping the brands we work with to grow.