4 b2b social media trends to implement in 2023

the b2b social media trends for 2023

1. employee-generated content

Content created by employees(earned media) is the best performing content of all content types at 46%. So it is definitely a b2b social media trend worth investing in by 2023. You do this by encouraging employees to share content on social media. This can be self-created content, for example in the form of a post about a company outing. But above all, let them think and decide about the organization's content. You can use different channels to show a different side of your organization each time. 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.

So engaging your employees is not only good for your team's likes and group dynamics. You show the personality of your organization at the same time. This is more fun and valuable for your target audience. This way, they can better identify with you. A nice side effect is that they indirectly get more confidence in your organization.

2. user-generated content for b2b

User-generated content is content created by the target audience. Your organization plays a big role in this content. You see this a lot in b2c, but for b2b it is also very valuable. It is similar to employee generated content, but from a different perspective. This type of social media content has the following advantages:

• Increase trust among the target audience; (potential) customers trust an organization more than 2 times more 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 bring a challenge, because how do you get your customers to create content? You could call on them on a channel like Instagram to share their experiences. You could even attach some sort of challenge to this. Another idea is to ask them after a meeting to share their experiences with your organization on their socials. Through your newsletter is another possibility. In it, you can call on them to create content. Make it fun for your customers by attaching a reward. It does not have to be a big reward. A repost can be enough motivation for the customer.

3. use of influencers

One b2b social media trend that you might be more likely to expect in b2c is the use of influencer marketing. However, this approach can help tremendously in increasing brand awareness for your b2b organization. A nice bonus is that working with influencers builds trust with your target audience. If an influencer from a relevant industry recommends you, his/her followers are more likely to trust your organization.

Note! It is important to find an influencer that fits your organization. Consider what they stand for and what their specialization is. A fashion influencer working with a security company is unlikely to appeal to the desired target audience.

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 arc has shortened dramatically in recent decades. In 2015, it was only 8(!) seconds on average. As a b2b organization, you naturally want your content to stick with your target audience. So it is essential to optimize your content on social media

We see social media platforms implementing short video features en masse. Instagram introduced in 2020 Reels, Youtube has Shorts and Twitter is investing in short form video features.

Finding appropriate platform for the b2b social media trends

Each platform has its advantages and disadvantages. Being active on multiple social media channels as an organization increases 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. It will still be relevant in 2023. Especially as a thought leader, LinkedIn is a valuable platform. LinkedIn is the place where you:

• Can share relevant knowledge and expertise;
• Be able to interact with (potential) customers;
• Be able to build and maintain relationships with (potential) customers;
• A large network of professionals can appeal.

Twitter

Twitter offers many opportunities for b2b organizations. Through Twitter, you can include:

• Share current events within your organization;
• Have brief interactions with your target audience and get to know them better;
• Attracting potential customers;
• Increase name recognition;
• Website traffic generation.

Instagram

Instagram is still relevant for b2b organizations. Through Instagram, you can:

• Sharing knowledge with a large audience;
• Increase name recognition;
• Influence the buyer journey by creating Reels, for example;
• Build and maintain relationships with (potential) customers.

TikTok

Yes, you can also reap benefits as a b2b organization on TikTok. TikTok for b2b gives the opportunity to:

• Showcase your organization's creativity;
• Communicate and connect with your target audience in a playful and creative way;
• Showcase the personality of your organization;
• Share content that is relatable to your target audience or industry.

the take-away from the b2b social media trends for 2023

The named b2b social media trends have something in common. They all revolve around the personification of your organization. Potential customers want to know who they are partnering with and what you as an organization stand for. A short video on Instagram or a tweet can give an insight into the organization. It is 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 appropriate? This is what you need to think about when you want to use b2b social media trends successfully.