Content marketing is essential for your organization. 71% of the b2b marketers indicate that content marketing has become more important within their organization in the past year. A good social media strategy is an essential part of this. 82% of the marketing managers indicate that social media is the marketing channel with the most growth. Reason enough to focus more on social media marketing in 2023. But what are the b2b social media trends to take into account in 2023? In this blog, I explain 4 trends so that you can include them in your 2023 strategy.
involving employees isn't just good for your team's likes and group dynamics. At the same time, you show the personality of your organization
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Content created by employees (earned media) is with 46% the highest-performing content of all types of content. So it's definitely a b2b social media trend worth investing in in 2023 by encouraging employees to share content on social media. This can be self-made content, for example in the form of a post about a company outing. But above all, let them contribute ideas and decide on the organization's content. You can use different channels to always show a different side of your organization. On TikTok for example, you can share knowledge in a playful way. On LinkedIn On the other hand, you can introduce your employees and let them share tips or events.
Involving your employees is therefore not only good for your team's likes and group dynamics. At the same time, you show the personality of your organization. This is more fun and more valuable for your target group. This way, they can better identify with you. A nice side effect is that they indirectly gain more trust in your organization.
2. user-generated content for b2b
User generated content is content created by the target group. Your organization plays a major role in this content. You see this a lot in b2c, but it is also very valuable for b2b. It looks like employee generated content, but from a different perspective. This type of social media content has the following benefits:
Increases trust among the target group; (potential) customers trust an organization more than 2 times as much when it has user-generated content.
Results in more interactions and visibility for your organization.
Influences a potential customer's buyer journey.
This b2b social media trend does come with a challenge, because how do you get your customers to create content? You could call them on a channel like Instagram to share their experiences. You can even link it to a kind of challenge. Another idea is to ask them to share their experiences with your organization on their socials after a meeting. There is another option via your newsletter. Here you can call for content creation. Make it fun for your customers by linking them to a reward. It doesn't have to be a big reward. A repost can already be sufficient motivation for the customer.
3. use of influencers
A b2b social media trend that you might expect earlier with b2c is the use of influencer marketing. However, this approach can greatly help increase brand awareness for your b2b organization. A nice side effect is that working with influencers strengthens the trust of your target group. If an influencer from a relevant industry recommends you, his/her followers are more likely to trust your organization.
Attention! It's important to find an influencer that fits your organization. This includes what they stand for and what their specialization is. A fashion influencer who works with a security company is unlikely to appeal to the desired target group so quickly.
4. videos are here to stay
But so-called “short form videos”. These are short, often catchy videos. This social media trend for 2023 is not necessarily new, but it is still relevant and more important than ever. The average person's concentration curve has been drastically shortened in recent decades. In 2015, the average was only 8 (!) seconds. As a b2b organization, you naturally want to stick to your target group. So it's essential to optimize your content on social media
We see that social media platforms are implementing short video features en masse. Instagram introduced in 2020 Rules, Youtube has Shorts and Twitter is investing in short form video features.
find a suitable platform for b2b social media trends
Each platform has its advantages and disadvantages. If you are active on multiple social media channels as an organization, you increase your visibility. However, relevant content must be shared. You can share knowledge, show the personality and values of your organization.
LinkedIn
It is no news that LinkedIn is the place for b2b organizations to increase their visibility. In 2023, this will still be relevant. Especially as a thought leader, LinkedIn is a valuable platform. LinkedIn is where you can:
Can share relevant knowledge and expertise;
Being able to interact with (potential) customers;
Can build and maintain relationships with (potential) customers;
A large network of professionals can appeal to you.
Twitter
Twitter offers many opportunities for b2b organizations. Via Twitter, you can, among other things:
Sharing current events within your organization;
Having short interactions with your target group and getting to know them better;
Attract potential customers;
Increase brand awareness;
Generate website traffic.
Instagram
Instagram is still relevant for b2b organizations. Via Instagram, you can:
Sharing knowledge with a large target group;
Increase brand awareness;
Influencing the buyer journey by creating Reels, for example;
Building and maintaining relationships with (potential) customers.
TikTok
Yes, as a b2b organization, you can also benefit from TikTok. TikTok for b2b offers the opportunity to:
Showcasing your organization's creativity;
Communicating and connecting with your target group in a playful and creative way;
Showing the personality of your organization;
Sharing content that is recognisable to your target group or industry.
the take-away of the b2b social media trends for 2023
The b2b social media trends mentioned have something in common. They're all about personifying your organization. Potential customers want to know who they are collaborating with and what you stand for as an organization. A short video on Instagram or a tweet can provide an insight into the organization. It's important to think carefully about how you want to come across as an organization. What values do you want to radiate? And which channels are suitable? This is what you should consider when you want to successfully use b2b social media trends.
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