The digital space is evolving, and B2B social media marketing is witnessing a paradigm shift in 2024. With the onset of the new year, marketers are urged to assess the current state of their strategies. As businesses embrace the dynamic nature of online platforms, staying ahead of the curve with the right social media experts, tech tools, and solutions becomes vital.
Here are the top 7 B2B social media trends reshaping this year’s B2B social media strategy.
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- Artificial Intelligence
- Efficiency, Efficiency, Efficiency
- Targeting the Upper Funnel
- Ethical Data Collection
- Demand for Video Content
- Creating Brand Communities
- Personalization & Tailoring Experiences
Artificial Intelligence
Artificial Intelligence (AI) is no longer a futuristic concept; it’s the present and future of B2B social media marketing. Businesses are leveraging AI to streamline operations, analyze data, and automate processes.
AI tools reshape ad creation, providing innovative ways to reach wider audiences. Google’s 2023 update to Google Ads introduced semi-autonomous ad asset creation with Google’s Asset Creation for Performance Max, enabling marketers to generate custom content with minimal prompts. TikTok integrates AI with TikTok Creative Assistant, a chatbot-like tool assisting marketers in crafting tailored content and offering industry-specific insights. Facebook’s Advantage+ leverages AI to dynamically refine ad targeting based on pixel data, conversion history, and audience engagement. These AI-driven innovations empower marketers with enhanced creativity and precision in reaching their target audience.
Efficiency, Efficiency, Efficiency
B2B brands are strategically optimizing their operational processes, with a sharp focus on minimizing manual efforts and amplifying overall productivity. At the core of this efficiency drive is a desire to do more with less costs. According to the Gartner 2023 CMO Spend and Strategy Survey, marketing budgets have remained flat year-over-year at 9.1% of overall company revenue.[1] Additionally, the survey found that 71% of CMOs believe they don’t have a large enough budget to execute their marketing strategy fully. Therefore, companies are integrating advanced automation tools into platforms like social media to increase efficiency and decrease spending.
Automation is not confined to scheduling alone; it extends its reach into performance metrics analysis. Brands are leveraging automated analytics to gain real-time insights into the impact and effectiveness of their social media campaigns. This data-driven approach allows for swift adjustments and refinements, ensuring strategies stay agile and aligned with overarching goals.
A pivotal aspect of this efficiency trend is the swift and intelligent handling of customer inquiries. With their ability to analyze and understand user queries, automation tools are now playing a crucial role in responding promptly to customer questions. This enhances the customer experience by providing swift and accurate information and frees up valuable human resources to focus on more complex and strategic aspects of social media engagement.
Moreover, this drive for efficiency extends beyond the immediate benefits of time-saving. It’s about creating a foundation for sustained growth and adaptability. By automating routine tasks, brands are positioning themselves to be more agile and responsive.
Targeting the Upper Funnel
Traditionally, B2B marketing has been concentrated on the lower funnel – converting leads into customers. However, in 2024, there’s a shift towards targeting the upper funnel. Building brand awareness and establishing trust in the early stages of the buyer’s journey is a priority for businesses. This is because studies indicate that your odds of winning customers are low if you’re not already known to them before they’re in the market for your services. Quality content provides value, which builds lasting ties to your target audience. You can maintain engagement with potential customers through blog posts, videos, webinars, websites, and other interactive experiences. Then, once they’re in the market, you’ll be front of mind.
Ethical Data Collection
With data privacy concerns rising, businesses increasingly emphasize ethical data collection practices. Transparent communication about data usage, consent, and regulation compliance is now a cornerstone of B2B social media marketing strategy. Trust is a currency, and brands that prioritize ethical data collection will resonate more with their audience. It will be essential to gauge customer information in other ways–especially since third-party cookies will end by Q3 of this year. This also means that first-party data from customer opt-ins will pull more weight. As we approach the end of the cookie “era,” it’s essential to be creative and employ other means of collecting data, such as:
- Building out email lists and newsletter subscriptions
- Rely on heat mapping
- Run contests and surveys
- Encourage accounts on your platform
- Leverage social media
- Host webinars and events and require registration
- Offer feedback forms
Demand for Video Content
Video content continues to dominate social media, and the demand for engaging videos is only increasing. Since video generally generates more leads than other mediums, B2B brands are incorporating more video content into their marketing mix to communicate complex ideas, showcase products, and connect with their audience on a more personal level. Live streaming, webinars, and short-form videos are gaining popularity, providing various options for B2B marketers.
In 2024, we’ll see more creativity with videos, such as posting clips on Facebook or LinkedIn to funnel new subscribers to your YouTube channel. YouTube will be featuring a lot of video “shorts.”
Influencer marketing has also become part of the B2B world, with B2B marketing leaders co-creating content with their ideal customers. This builds value for prospective customers and helps develop organic relationships with the ideal customers with whom you’re already collaborating.
Creating Brand Communities
In 2024, B2B brands are recognizing the value of building communities around their products and services. Social media platforms are not just channels for broadcasting messages but spaces for fostering engagement and creating a sense of belonging. Successful B2B brands invest in community-building efforts, foster discussions, and provide value to their audience beyond just selling a product.
B2B brands are recognizing the importance of fostering engagement and a sense of belonging among their audience through owned media channels. This involves building and nurturing communities directly on their platforms, encompassing websites, blogs, email newsletters, and diverse content formats. The emphasis is on creating a cost-effective approach where distribution is controlled, reducing expenses while ensuring unfettered reach.
The key lies in cultivating subscribers who actively seek ongoing engagement and value, transitioning from a traditional audience-building model to a community-centric strategy. This approach involves offering high-quality public content, exclusive experiences, and merchandise to subscribers, fostering a sense of exclusivity and loyalty.
In this community-driven era, influencer marketing gains significance, driven by buyers’ trust in individuals over companies, particularly in the B2B sector, where expertise holds influence. The ultimate goal is transcending audience building and cultivating a community of dedicated fans and advocates, contributing to heightened brand recognition and sustainable business growth.
Personalization & Tailoring Experiences
Personalization has been a buzzword for a while, but in 2024, it’s taking center stage. B2B marketers are leveraging data insights to tailor their social media content and experiences to individual preferences. Personalized messaging, customized recommendations, and targeted advertising are becoming standard practices to create a more intimate and relevant connection with B2B audiences. By tailoring content to the specific needs and interests of B2B audiences, marketers can enhance the customer experience (CX), establish a more intimate and relevant connection, and foster a sense of engagement and loyalty.
Beyond personalization, addressing website performance challenges, such as slow load times and multiple-use targets, has become a top priority. B2B marketers are championing user-friendly designs to ensure consistent, positive interactions across desktop and mobile platforms. Recognizing the pivotal role of mobile engagement, efforts are directed toward creating personalized and enjoyable experiences, attracting a broader audience, and fostering positive brand perception.
The fusion of personalization, optimized website performance, and mobile-friendly design underscores a commitment to providing seamless, positive experiences that resonate with diverse B2B audiences.
No matter which social media trends you choose to implement into your strategy this year, remember to stick to the fundamentals of social media marketing. If you’re unsure where to begin, try these tips.
Choose the Right Agency to Execute Your B2B Social Media Strategy
Above all, B2B social media marketing in 2024 is defined by a commitment to innovation, efficiency, ethical practices, and a personalized approach. Embracing these trends will keep your brand relevant and position it as a leader in the industry. Partnering with a knowledgeable and forward-thinking B2B social media agency can help you achieve this.
Sagefrog, with its expertise in navigating B2B marketing, is the ideal choice for businesses looking to stay ahead of the curve. From leveraging AI for strategic insights to creating compelling video content, we are committed to driving your brand’s success in 2024 and beyond. Contact us today to learn more.
[1] “Gartner Survey Reveals 71% of CMOs Believe They Lack Sufficient Budget to Fully Execute Their Strategy in 2023.” Press Release, May 22, 2023. https://www.gartner.com/en/newsroom/press-releases/2023-05-22-gartner-survey-reveals-71-percent-of-cmos-believe-they-lack-sufficient-budget-to-fully-execute-their-strategy-in-2023
