• by Jamie Kightley , April 18, 2025

The past two years on social media have been a whirlwind for B2B marketers as they change strategies to keep up with different developments. A new generation of Gen Z B2B buyers is also here, who favor doing their own research and see social media as the perfect tool to help them – but that means B2B marketers now must hone their social media content skills to position their brand to catch their eye.

Here are the biggest developments to help B2B marketers optimize their content across social media.  

Meet your audience where they are

First, B2B marketers must understand where their target audience is. For years, LinkedIn has topped B2B social media charts. But recently, there has been lots of new competition, with Meta offering an alternative platform for targeting audiences at a fraction of LinkedIn’s price, along with the introduction of Bluesky, a microblogging platform.

A new open-source dimension of social media

Mark Zuckerberg’s announcement that Threads was joining the Fediverse, an open-source and decentralized network of interconnected social media platforms, rocked the social media world. Leveraged correctly, it’s a great opportunity for B2B marketers to engage with experts and B2B buyers. With the future of other platforms up in the air, could we see a movement of organizations joining the Fediverse?

The art of zero-click content

To keep pace, what tactics must be in B2B marketers’ social media strategy?

Enter zero-click content. As the name suggests, it’s content that requires zero clicks for users to find their required information, and it’s growing in popularity across social media and SEO. Content needs to be precise, engaging, and informative to increase engagement and brand visibility. Finding the right hook, utilizing your assets and content, and keeping up to date is key.

SEO is expanding

SEO is already a staple tactic to stand out in search engine results pages. But it’s now growing into social media, too! Firstly, B2B marketers need to understand how users are searching for like-minded profiles, and then it’s all about optimizing content, pages, and profiles. Now more than ever, keywords must be carefully considered by B2B marketers.

The answer to keeping up-to-date lies in social listening

It’s now harder for B2B brands to track their position and reputation across social platforms. But by using social listening, B2B companies can monitor social media conversations and gain insights on key customer pain points, market trends, and brand narratives, while also tracking competitors' and industry influencers’ views. Content can thus be tailored to hit pain points, address concerns identified from social listening, and build brand equity.

No one said mastering B2B social media is easy, but the payoff is worth it!

Social media can be tricky to master, but that goal is achievable, and can boost brand equity to stay ahead of competitors.