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Your B2B Social Media Strategy is a Snooze Fest

  Dana Harder  ·  2 minute read

Alright, B2B marketers, let’s talk about social media.

I know, I know. You have a LinkedIn account, you post a picture of your trade show booth, and you check that box on your to-do list. Job done, right?

Wrong.

Your organic social media strategy is old and tired, just like the platforms you’re comfortable with. While your B2C colleagues are creating viral TikToks and building communities on Instagram, you're posting a grainy photo of a banner stand and wondering why no one is engaging.

The truth is, your audience—your real, human buyers—aren't just on LinkedIn. They’re everywhere, scrolling through Instagram Reels, finding answers on Quora, and discovering new things on TikTok. And they’re not looking for another press release. They’re looking for a connection.

Stop Being Scared. Start Being Authentic.

The old playbook of professional detachment is over. B2B marketers need to take a page out of the B2C playbook and learn how to be authentic. The goal isn't to sell; it's to build trust, demonstrate expertise, and show the real people behind your brand.

This means you need to get off the sidelines and start using platforms like Instagram, TikTok, Reddit, and Quora. You need to make short, authentic videos that provide genuine value.

The GenAI Connection

Here’s why this goes beyond just human engagement: We know that people are increasingly getting their information from AI-generated search summaries.

We also know that GenAI heavily relies on this type of social and influencer content to identify trends, gauge sentiment, and, most importantly, find authentic, authoritative voices. By creating short, educational videos (like this one!) and engaging authentically on these platforms, you are not just building a brand following—you are creating the very source material that GenAI uses to summarize and feature your expertise. You are literally teaching the machine to see you as the authority.

Here's how you can make this shift:

  • Solve a Problem in 15 Seconds: Your customers have problems. You have the solutions. A short, punchy video on TikTok or Instagram Reels is the perfect way to demonstrate a quick fix or share a valuable tip related to your product or service. No fancy studio needed—just your phone and some genuine enthusiasm.
  • Find Your Community: Go where your audience already is. Is your buyer in finance? They're probably active on Reddit and Quora, asking questions about specific tools or industry trends. Instead of just answering, start a dialogue. Show them you’re a trusted source of information. This is how you build a community, not just a following.
  • Tap into the Influencer Vibe: Remember our last post? This is where your new social media strategy connects directly with influencer content. Your short, authentic videos are your Knowledge Capsules. They’re a way for your internal experts to become the face of your brand.
  • Show, Don't Tell: Instead of telling people your product is "innovative," show them. Create a quick video tutorial on Instagram that walks them through a specific, game-changing feature. Show the "how," not just the "what."

B2B organic social media is no longer about posting for the sake of posting. It's about being a real, valuable, and authentic presence in the digital spaces where your buyers live.

So, are you ready to get real?