Social media has become a powerful B2B marketing tool, with brands increasingly using platforms including Instagram, LinkedIn, and TikTok to engage professional audiences and drive long-term business growth.
LinkedIn research found that 75% of B2B buyers use social media to make buying decisions.
Brands that perform well on social media understand the nuances of selling to corporate buyers while sharing valuable, engaging content. Their B2B social media marketing content distinguishes their brand as a thought leader, industry expert, and trusted, reputable partner. Through a strong social media strategy, these brands differentiate themselves from competitors and help clients and prospects stay ahead of trends to improve their business operations.
But the B2B social media accounts that really stand out are those that aren’t afraid to show a little personality. market to the people behind the company. These brands seamlessly showcase both their professional and personal side, demonstrating their deep knowledge and expertise, while also having a bit of fun along the way. Read on for Here are four stand-out B2B social media examples to inspire you.
Cisco
The global technology leader leverages Instagram and X to reach businesses on a professional and personal level, using a variety of content formats to engage viewers. The brand effectively plays to the strengths of each social media platform, using the fast-moving buzz of X to share company news, employee expertise, and announcements and Instagram to humanize its brand, sharing behind-the-scenes footage and product showcases.
Why It’s Best-in-Class
Cisco understands there’s no single type of content for every situation. Instead, the brand taps into a wide variety of content formats depending on the platform where it’s shared. On Instagram for example, Cisco regularly features customer case studies, and videos of its employees sharing their expertise in short, informative videos. Not to mention, Cisco taps into classic marketing holidays like ‘Change Your Password’ day in a way that’s informative and relevant to their consumers and their brand.
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Across its social media accounts, Cisco strikes a balance between professionalism and personality, combining engaging visual content with valuable industry knowledge while also spotlighting the people behind the brand. By showcasing employees and sparking conversations, Cisco moves beyond traditional corporate messaging to create an authentic and approachable presence, positioning itself as a trusted voice in the industry, rather than just another technology player.
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Slack
As a platform designed to support seamless communication and collaboration, Slack demonstrates its communication skills across Instagram, LinkedIn, and TikTok. From employee insights to footage from events to sneak peek previews, Slack taps into different content formats to keep its audiences engaged, while staying true to its brand identity as a user-friendly communication platform.
Why It’s Best-in-Class
Slack’s social media content is playful yet polished, demonstrating the brand’s creative flair and marketing prowess. The brand adopts a relaxed font style and format, weaving emojis throughout its content and ensuring consistent alignment with its hallmark purple color palette. The result is social media feeds that feel fresh and relevant, alongside a friendly, accessible brand persona.
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Looking in more detail, Slack’s LinkedIn B2B marketing approach uses plain, succinct language to articulate corporate content such as events, product innovations, and customer success stories. It adopts a more informal, casual approach on Instagram and TikTok, sharing insights from employees, snippets of research, and interactive content such as LinkedIn polls and TikTok quizzes to keep users engaged. Importantly, Slack is a brand that isn’t afraid to add some light relief to the working day, with some more light-hearted, fun content.
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IBM
IBM uses its social media accounts including TikTok and Instagram, to cement its position as a world leader in technology and consulting. On TikTok, the brand engages a younger audience, with fun, informative and captivating footage that brings complex – and often unseen – technology to life, like AI and quantum computing.
On Instagram, IBM adopts a sleek, professional aesthetic, using smart visuals and concise messaging that communicate innovation and expertise. The brand regularly highlights real-world applications of its technology, showcasing its impact across fields such as healthcare, education, and sustainability.
Why It’s Best-in-Class
Most assume technology companies with products like computer servers, mainframes, and data centers, might not make for the most inspiring content. That is until you stumble across IBM’s social media accounts. IBM transforms what could be considered dry, technical topics, into compelling and unique footage that can’t fail to hold a viewer’s attention.
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On Instagram, audiences are invited to explore the inner workings of powerful servers, learn how a quantum computer chip is tested, and go behind-the-scenes in an IBM research lab. And on TikTok, expect to become acquainted with the company’s employees through light-hearted, personal video clips and insightful Q&As that demonstrate the more personal and approachable side of the brand. Across its social media accounts, IBM has mastered the ability to turn complex, often mundane subject matter into exciting, creative stories.
Importantly, IBM also showcases its core values in an authentic and timely manner. For example, during Pride Month, the brand highlighted stories of former employees who fought for LGBTQ+ rights, underscoring its long-standing commitment to diversity and inclusion. Similarly, during Black History Month, IBM honored its Black employees by sharing their impactful stories, such as those working at its cable plant. This approach not only showcases the company’s legacy of advocacy and equality but also highlights how it continues to empower underrepresented voices today.
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Mailchimp
Mailchimp’s social media accounts are brimming with cheerful yet professional content that highlights its quirky, creative brand personality. Most of its social media activity is on Instagram and TikTok where it shares tips, strategies, and useful data that marketing professionals can easily action.
Why It’s Best-in-Class
Mailchimp doesn’t take itself too seriously. Recognizing the value of humor in marketing, Mailchimp’s TikTok videos cleverly combine amusing anecdotes with informative content that demonstrate its imagination and ingenuity, while also delivering valuable, actionable tips for marketers. Often its content also focuses on an outcome or benefit, with recommendations for achieving it, making the information actionable and valuable.
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On Instagram, the brand shows the many innovative ways companies can use storytelling to connect with their audience. To celebrate the first anniversary of its new Atlanta office, Mailchimp launched a video presenting the stories of 15 artists who helped to transform the space.
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On LinkedIn, Mailchimp takes a more formal approach, sharing longer-form insights, such as industry stats and customer success stories. Posts often include videos, event details, and key learnings from reports, reinforcing the brand’s position as a trusted thought leader in marketing.
Mailchimp’s blend of professional expertise and playful creativity allows the brand to showcase both its knowledge and innovation, demonstrating exactly what it empowers its customers to achieve through its platforms.
