B2B social media isn’t boring, and it’s time we start thinking about it as strategically, creatively, and energetically as we do consumer social.

For too long, B2B has been treated as the rigid, buttoned-up counterpart to consumer marketing. The assumption? Social media is best suited for B2C brands tapping into lifestyle trends and viral moments, while B2B should maintain distance. But here’s the truth: B2B social media is still social media, and it drives meaningful impact for brands. The brands and people in this space are building influence, shaping industries, and creating real connections—often with fewer resources and tighter constraints than their B2C counterparts.

Yet many businesses still underinvest in social media, treating it as an obligatory brand presence rather than a driver of real business value. It’s time to break free from outdated thinking and chart a new course—one with impact, energy, and space for big ideas.

Rewriting the B2B Social Playbook

For years, B2B marketers have followed the best practice formula that checks all the boxes: polished corporate messaging, optimized posts, and one-way communication. But in today’s landscape, attention isn’t given—it’s earned.

And with audiences becoming more selective and platforms continuing to shift, the previous playbooks don’t work anymore. When we confront the strain between traditional best practices and experimentation, we can focus our creativity and energy on what drives impact. It’s time to let go of the past and explore the new possibilities in B2B social.

Where We Go from Here

Develop the Right Platform Strategy

Not every platform is worth your time. LinkedIn remains essential, but it’s evolving beyond company updates to prioritize thought leadership, video, and community-driven conversations. Meanwhile, emerging platforms like Bluesky, Mastodon, and Threads are promising new opportunities—but aren’t right for every brand. The key is knowing where your audience is most engaged and focusing your resources there.

Leverage the Right Voices and Communicators

People trust people, not corporate logos. B2B decision-makers don’t just want to hear from brands—they want to hear from experts, peers, and thought leaders who offer real insight. That means elevating executives, subject matter experts, and employees with something valuable to say. The companies that embrace employee advocacy, leadership-driven content, and human-centered storytelling are the ones that stand out.

In fact, LinkedIn research shows that 56% of professionals say a business executive’s presence on social media positively influences their purchase decision.

Invest in Creative Activations

Creativity isn’t just for consumer brands. Short-form video, interactive experiences, and bold storytelling are proving to be just as effective in B2B as they are in B2C. But the most successful brands aren’t experimenting for the sake of it—they’re making deliberate choices to bring their stories to life in new and compelling ways.

Our client, Island, has fully embraced creative storytelling on LinkedIn, leveraging video, carousels, and attention-grabbing ideas to help define their emerging market.

Embrace Experimentation to Drive Results

The B2B brands winning on social media aren’t the ones playing it safe—they’re the ones willing to test, refine, and evolve. Experimentation doesn’t mean chasing every new trend. It means identifying opportunities, testing small, learning fast, and scaling what works. That could mean testing new content formats, rethinking engagement strategies, or even walking away from platforms that no longer serve your goals.

When one of our enterprise clients embraced a measured, test-and-learn approach, we grew their engagement rate by 47% year-over-year, specifically for posts within their key narratives.

The Road Ahead

B2B social isn’t a box to check—it’s a high-value, high-impact business function.

The companies that treat it with the same level of strategy, creativity, and investment as B2C will be the ones that lead. The shift is already happening, and those who explore new possibilities, experiment with fresh approaches, and take social seriously as a business driver will gain the most.

Over the next few months, we’ll be diving deeper into B2B social media strategies, exploring where the biggest opportunities lie, what’s changing, and how brands can stay ahead.

At Big Valley, we’ve seen what works, what doesn’t, and what’s next. The question is: Are you ready to think differently about B2B social?