How Top B2B Brands Are Winning on Social Media in 2025

Social media in 2025 are all about personal connections and authenticity, so posts published from personal profiles of executives and influencers will be the way to go for brands.

I’ve seen really good results with Thought Leader Ads (sponsored posts by brands) and we’ve already launched an influencer program to use TLAs more in 2025.

Empower employees to build their personal brands on social media. People connect with people, not faceless companies, so when your team shares their expertise, insights, and behind-the-scenes moments, it makes your brand feel more authentic and relatable.

User-generated content is another powerful strategy. If it doesn’t happen organically, launch campaigns and incentivize customers to share their experiences with your brand. When they do, engage with their content, feature it on your platforms, and turn them into your biggest advocates.

The more your brand feels like a community, the more people will want to be part of it.

Ah, we’re in a very tricky space right now vis-à-vis B2B presence on social media.

LinkedIn used to be a solid platform we could rely on just 1–3 years ago. We knew decision-makers were here, and we could reach them organically. But in the last few months, we’ve seen a steep decline in organic reach on the platform.

Everything we thought we knew about social media marketing? Chucked out the window.

So, what’s the game plan for 2025?
Instead of spreading yourself too thin, take a targeted approach:

One more thing…
Adopt AI agents. They’re here to boost productivity and help you do more with less. AI will continue to be a major driver in content marketing. Embrace it sooner rather than later.

You can’t sell B2B products with a single post, and going viral is rare. So, you have to build your strategy on regularly educating the audience and showcasing product benefits. It might take a while, but in my experience, if you stay consistent and post quality content, you will see growth. For example, at Albato, we regularly share content about integrations, productivity, and SaaS business growth.

Should you be present on every platform? Probably not. People visit different social networks for various types of content, so make sure you understand each platform’s specifics. If your resources are limited, focus on 1-2 platforms, such as LinkedIn and Facebook, and be consistent there.

I see many founders who think they need to invest in video. But the truth is, not all B2B audiences are ready to consume it—especially when dealing with complex products. Videos are expensive and difficult to produce, especially educational ones. An article or a text post would likely perform the same function at a lower cost.

What always stays relevant is knowing your audience and creating quality content specifically for them.

Over the past few years, it has become clear to (almost) everyone that the key strength of B2B marketing, particularly on social media, has been community building. The focus has shifted beyond just products and services to the real value they bring to the people and businesses that use them every day. But today, we are facing a new, rapid and radical transformation: the rise of AI in B2B marketing.

What has AI brought to B2B marketing? First and foremost, the ability to create high-value content at an extremely low cost and with minimal effort. AI tools can generate articles, images, videos,social media posts and even AD copy in seconds. This has drastically flattened content quality. Most content is now consistently at a medium-to-high level, but it all looks the same. The result? A sea of polished but predictable posts that struggle to stand out.

So, how are top B2B brands winning on social media in 2025?

In my view, by doing the exact opposite. The brands truly making an impact are embracing human content: created by humans, with a human touch and exceptional quality. They are investing in storytelling, real voices from their teams, behind-the-scenes insights and customer stories that AI cannot replicate. It’s about delivering real value, paying attention to detail and striving to create something unique that genuinely benefits people.

Maybe this means slowing down, producing less content, but making it better. In a world obsessed with speed and automation, this might seem counterintuitive. But that’s exactly why it works.

In a world where AI is becoming increasingly central to winning in B2B marketing, should we refocus on human elements? This is just my perspective, but I firmly believe the answer is yes.

B2B marketing is finally catching up to what B2C has known for years. People don’t trust perfection anymore. Polished campaigns and canned calls to action feel staged and fake.
Blame Instagram and TikTok. We’ve all gotten used to raw, messy, human content. We want behind-the-scenes moments, unscripted stories, and an authentic look at how things really happen. Now, B2B is stepping into that world, and the brands that win will be the ones that stop trying to look perfect and start getting real.

That means showing faces, not just logos. Because in 2025, brands won’t be built through corporate posts. People will build them. Employees will take center stage as creators, bringing in 20 times more engagement than any polished marketing campaign ever could. Social selling and personal branding will dominate as employees share insights, stories, and experiences that make the brand feel human.

The best brands will empower their teams to post freely, knowing that trust and relationships are built through real people, not faceless companies. At Pixelz, this isn’t just a theory. It’s how we do marketing. Instead of relying on overproduced corporate content, we make it easy for our team to build their personal brands and tell our story in their own words.

We create recommended posts for employees to share, run LinkedIn bootcamps to teach our team how to post, when to post, and how to work with the algorithm. And we back it up with investment. Instead of spending our paid LinkedIn budget on corporate ads, we put it behind thought leader ads that promote our employees’ posts, amplifying real voices instead of branded messaging.

We’ve also gone all-in on low-fi video. If you follow us on LinkedIn or TikTok, you’ll see a lot less polished, scripted content and a lot more of our team showing up as themselves. No fancy production. Just real people, sharing insights, behind-the-scenes moments, and daily life at Pixelz. Because that’s what actually resonates.

At Pixelz, we know this shift isn’t coming. It is already here. That’s why we’ve just launched TikTok and are doubling down on LinkedIn and Instagram to show more of who we are, not just what we do. Less corporate gloss. More human connection. Less broadcasting. More conversation. Less brand-led marketing. More employee-led storytelling.

Audiences in 2025 expect instant, personal, and meaningful content. What is super cool about AI Agents is that they create space for deep discussions and creative storytelling that build strong connections.

Every comment, message, and lead receives the attention it deserves, keeping your brand present, engaging, and always present when needed. Because winning on social media in 2025 is about speed, clarity, and real conversations.

In 2025, B2B are winning on social through:

Successful B2B brands are laser-focused on understanding their Ideal Customer Profile (ICP) and delivering specific value through social media. Create niche professional groups and hubs for your ICP or involve your customers in content development and product feedback.

The most successful B2B brands are breaking down the traditional corporate facade by bringing executive leadership to the forefront of their social presence. Share unfiltered insights into company decisions, challenges, and vision.

Despite initial hesitation from many B2B marketers, short-form video has become indispensable. TikTok and Instagram are generating the highest engagement rates according to Socialinsider’s latest social media benchmarks. It generates comments, shares, and mentions.

The best social media strategies are marked by a mix of organic and paid efforts which demonstrate expertise and build relationships. Insightful posts that showcase thought leadership and provide value are key.

LinkedIn is great for establishing authority on topics by leveraging organic profiles to publish value driven posts and then amplifying that content through thought leadership ads which ensure your target audience sees the posts you want them to engage with. This shouldn’t be limited just to a company handle though – we have seen great success with creating thought leader ads out of posts by our leadership team and AEs.

For sales reps specifically, LinkedIn is a great place to display knowledge and build relationships with prospects. Target personas are more likely to engage with someone they trust and who is a known entity – that kind of relationship building is done even before a one to one connection is made. It makes it more likely that the prospect will answer your LinkedIn message or email or pick up a call if you have already established who you are and what knowledge you can provide.

It’s about meeting people where they are. If your social content is just filled with links to elsewhere and doesn’t offer real value on its own, it’s not doing its job. The best posts keep people on the platform by using engaging formats like carousels, downloadable one-pagers, and short videos.

But they also lead with valuable insights and actionable takeaways right from the start. Your audience should be able to grasp what you’re talking about without needing to go elsewhere.

When you make it easy for people to learn something useful without leaving the platform, they engage more, trust your brand, and keep coming back.

B2B social media in 2025 isn’t about posting more, it’s about posting smarter. The companies that deeply understand their audience, get their people involved, and deliver real value in a way that’s easy to digest will be the ones that stand out.

In 2025, relevance matters more than ever. People don’t want generic content, they want to feel like you understand their challenges. If you’re speaking to marketing leaders, don’t just say ‘grow your pipeline.’ Talk about how they’re under pressure to prove ROI, how sales keep complaining about lead quality, or how they’re struggling to balance long-term brand building with short-term revenue goals. The more specific you are, the more they’ll pay attention.

People trust people, not brands. This is why founder-led content and employee advocacy will be huge. When founders share real insights, personal experiences, and honest takes on industry trends, they build trust and authority. Employees should also be encouraged to share their knowledge. People are more likely to trust real employees than a generic company post. The goal is to make your company’s people the voice of the brand.

Keep it short, clear, and useful. Attention spans are shrinking. Long, fluffy content won’t work. The best brands will share short videos, bite-sized insights, and actionable content like templates, quick guides, and step-by-step breakdowns. The key is to give people something valuable in the least amount of time possible.

Real customer content will build trust. Instead of just saying ‘our product works,’ let your customers show it. Share real stories, behind-the-scenes demos, and organic user-generated content (UGC). The more natural and unfiltered it feels, the more believable it is.

In Scandinavia, trust, transparency, and authenticity drive business success.

Here’s my take on how B2B brands should adapt their social media strategies in 2025:

Mix thought leadership and corporate branding. Encourage experts to share real industry insights.

In Scandinavia Tik-Tok isn’t the right channel yet. Engaging expert driven micro content (Q&A, behind-the scenes, interactive AI content to better drive engagement.)

Focus on niche groups and exclusive webinars.

ESG communication must be authentic, measurable, and transparent. Greenwashing won’t work.

Use AI for smart content distribution, always ensure real conversations with customers to maintain credibility.

Trust and purpose-driven content will define successful B2B brands in 2025.

The B2B social media landscape has evolved. It’s no longer just about brand awareness—it’s about aligning thought leadership, demand generation, and customer advocacy into a cohesive strategy that builds trust, drives engagement, and fuels long-term growth.

Middle-of-the-road content doesn’t cut through the noise anymore. The strongest B2B brands take a stance, challenge conventional thinking, and spark conversations that matter. They also empower individual voices—not just the corporate account—with executives, product leaders, and frontline employees sharing real experiences and insights that make the brand more human and relatable.

Social media is no longer just a channel for top-of-funnel awareness—it’s an active part of the buyer journey. Winning B2B brands use it to nurture relationships long before a formal sales conversation begins, while also equipping their sales teams to engage with prospects directly in a natural, value-driven way.

The most trusted voices in B2B aren’t brands—they’re customers. Leading companies make it easy for happy customers to share their success stories and be recognized. By showcasing real-world impact and celebrating customer wins, they turn satisfied users into brand champions who amplify their message authentically.

The Takeaway: Social Media is No Longer Just a Marketing Channel

B2B brands that win in 2025 don’t treat social media as a siloed marketing function—they integrate it into their entire growth strategy. By aligning thought leadership, demand generation, and customer advocacy, they turn social into a business-critical channel that builds trust, nurtures relationships, and drives real results.

It’s 2025! B2B companies still treating social media like a corporate bulletin board need to rethink their strategy.

Too often, brands get so caught up in being ‘professional’ that they forget that there are real people on the other side of the screen. And no one wants to engage with content that feels cold, transactional, or sounds like a sales pitch. The best B2B brands aren’t just broadcasting messages; they’re starting conversations. They’re using humor, storytelling, and real, relatable content to build connections.

And people want just that. They want to engage with brands that have a voice, a personality, and a point of view. They want to see the people behind the company, not just another polished product update. And in 2025, the brands that build communities and spark some emotion will be the ones that win and stand out.

At the end of the day, the best B2B social strategy is one that makes people feel something. Whether it’s making someone chuckle or nod in agreement, if your content doesn’t feel human, it won’t perform. Remember, social media is called ‘social’ for a reason. Be a part of the conversation, not just the noise

2025 is about being bold and authentic in B2B, and social media is the perfect place to make that happen. Mixing paid and organic is an effective way to balance your efforts. Paid ads capture high-intent leads, while organic content keeps your brand on people’s minds. So when they’re ready to buy, you’re the first they think of.

But it’s not just about the content you post on social media. It’s about authenticity, creativity, and intention in how your deliver your message. People want to connect with the humans behind the brand; so leave the corporate mask behind and show the raw, real side of your business, and the real experiences that your audience relates to. Share the messy, funny moments. That’s what builds real connections, and that’s what people remember.

Don’t treat organic social media as a one-off tactic for just a few people to use in your company. It should be ingrained in your company culture, and not just used seasonally. Social media is a long-term game. That also means: keep your message simple, sticky, and repeat it until it sticks.

Because we all want to make a difference and see progress, track what works and what doesn’t from the early days. Don’t post just for the sake of it. Focus on what drives results; whether that’s revenue, engagement, or anything else that shows social media is supporting your strategic goals. Track that, refine, and optimize as you go.

I might sound like a broken record here, but I believe the best social media strategy for B2B in 2025 largely comes down to where your audience is spending time. For us at Quickchannel, this translates to LinkedIn.

What we’re seeing currently drive the best engagement is a mix of thought leadership and video ads. Considering that so few buyers enter the active buying market at any given time, we need to take a long-term approach to our social media strategy.

By focusing on our strategic narrative and storytelling—through both organic and paid efforts—we are influencing our ICP who aren’t in the market now, so that when they do enter, our brand is one they already recognize. We’re also working to establish myself and our CEO as subject matter experts because we know that people prefer to learn from and buy from people rather than companies.

Since video content continues to be prioritized by social media platforms, I would also encourage your content strategy to focus on arranging video events. Here, I’d advise you to edit longer sessions into bite-sized content clips to distribute over time. If you’re worried about oversharing your content, chances are you can probably share it 10x more before you hit content fatigue.

The example I can share and how we eat our own dog food, is our biggest yearly event (and the biggest in Sweden), on video – Video Summit. To this day, we’ve managed to create 19 videos and 10 blog posts from this 4 hour long event. We’re continuing to clip and distribute the content in 2025.

At Walls.io, we love seeing top B2B brands like Google, Cisco, and Amazon use social media not just to send messages but to start real conversations. In 2025, the brands that stand out aren’t just speaking—they’re listening, engaging, and turning their audiences into active participants.

Social walls play a big role in this transformation. They help brands showcase user-generated content, boost employee advocacy, and create immersive digital experiences across websites, digital signage, and internal platforms.

For B2B companies, social walls aren’t just about displaying content—they’re about building real connections. They help companies improve their reputation, add new content to their websites, and make their workplaces more lively.

To win in 2025 brands can’t be boring anymore. You can’t just post and wait for likes…

In 2025, B2B brands who win are not just broadcasting their messages; they are engaging in meaningful, authentic interactions on social platforms. At both Scaleway and Pentalog, we quickly realized that social media isn’t just a channel to push content.

To truly succeed in the social space, we needed to interact and engage with our audience directly on the platform, rather than driving them off to our apps. We started creating content specifically for social media, considering the features and the normal behaviour of the media and focusing on conversations rather than conversions. Social media is about being present, not just presentable.

One key strategy I found effective was leveraging the power of employees as ambassadors. You know that your team is your best asset when it comes to amplifying your message but at Scaleway, we trained entire teams—especially larger ones like dev, product, and sales teams—on how to use platforms like LinkedIn strategically.

The real magic happened when we created internal communities to support each other. To be honest, a developer might not share a sales status, but they will likely comment on a webinar hosted by a colleague from their team. This approach helped brands like Scaleway identify social media thought leaders who weren’t just C-level executives or visible managers, and we managed to exponentially expand the reach of our content.

Appreciating and acknowledging people who weren’t always in the spotlight but still made significant contributions to a project isn’t just good practice—it’s a way to boost morale and show that their work truly matters.

In 2025, B2B social media strategies focus primarily on building a reputation as an industry leader—an expert and a professional—combined with authentic relationships with potential clients. Here’s an overview of what I am saying: