Platform Battles: Where Should B2B Brands Be Showing Up in 2025?

Buyer behaviors are shifting, engagement formats are changing, and emerging platforms like TikTok are no longer just for Gen Z dance trends—they’re becoming legitimate channels for employer branding, product storytelling, and top-funnel awareness.

In this article, let’s break down which platforms deliver meaningful results for B2B marketers right now—and how to choose the right mix based on your audience, growth goals, and resources. 

Channel Breakdown: What’s Working in B2B Social Media (and When to Use It)

Understanding where your brand should invest time and budget, based on platform performance, audience fit, and real-world application, is key to being more innovative and creating a more profitable channel strategy.

Choose Channels That Reflect the Journey—Not Just the Audience and Platform Fit by Content Type

**Tailor Your Platform Strategy Based on Business Size, Sales Cycle, and Target Buyer

LinkedIn: Still Essential, But Not Without Challenges

Best for: Complex sales cycles, enterprise services, lead gen, hiring, and thought leadership

LinkedIn remains the cornerstone for B2B, for good reason. With targeting options based on job title, seniority, and industry, it’s unmatched when your goal is to directly influence decision-makers.

That said, saturation and rising ad costs are real. LinkedIn's ad cost typically ranges from $5 to $10.

In some industries, competition for feed space is fierce, and performance can stall without strong creativity and alignment.

Use it when:

• You have a mid-to-late funnel CTA (e.g. download a case study, book a demo)
• Your audience is active professionals, especially in tech, consulting, or finance
• You want to position your team as experts with consistent thought leadership

Pro tip: Leverage employee networks. Content posted by people (not brands) sees significantly higher engagement, and organic reach on personal profiles is still relatively strong. LinkedIn users like to know the person behind the post. Get your account managers and team members to share company blogs, case studies, etc. actively. 

Instagram: Where Brand Personality and B2B Culture Shine

Best for: Brand awareness, visual storytelling, employer branding, and trust-based services

Don’t sleep on Instagram for B2B—especially if your brand sells to humans, not just companies. While it may not drive conversions directly, it’s an ideal platform for showcasing company culture, highlighting customer stories, and building long-term trust.

Use it when:

• You want to build a brand presence
• Your business has a strong visual or human element (e.g. real estate, healthcare, marketing)
• You’re recruiting or trying to attract younger talent

At seoplus+, our vibrant company culture is one of the top reasons people are drawn to join our team. We bring that culture to life through fun, behind-the-scenes content on Instagram and TikTok, giving potential candidates a real sense of who we are. Many interviewees cite our social media presence as a key reason they were excited to apply.

Facebook: Still Valuable for Groups, Retargeting, and Community Building

Best for: Local businesses, professional communities, and retargeting.

While Facebook may not be the first channel you think of for B2B, it still holds value, especially when used strategically. Facebook Groups, for example, offer an underused way to build communities around specific niches or industry topics.

Meta's ad network is one of the most powerful tools for retargeting site visitors with tailored messaging.

Use it when:

• You want to build or engage a niche professional community
• You run events, webinars, or in-person meetups
• You're looking to extend the life of your content through retargeting ads

Pro tip: Pair your Facebook retargeting ads with high-performing blog content or case studies to drive deeper engagement. Don’t just remind—reinvite with value.

X (formerly Twitter): Real-Time Engagement with an Industry Edge

Best for: Industry news, rapid engagement, customer service

X remains valuable for real-time marketing, particularly during conferences, industry news cycles, or trending conversations. However, it requires volume and velocity—you’ll need a consistent cadence and the ability to jump into discussions quickly.

Use it when:

• You’re attending or sponsoring live events or conferences
• You want to connect with media, analysts, or fast-moving tech communities
• You’re looking for low-barrier content distribution (e.g. sharing blog posts, podcast links)

Pro tip: Use hashtags tied to events or industry news to boost discoverability. Real-time reply threads can turn a post into a conversation.

TikTok: The Rising Star for Bold B2B Brands

Best for: Top-of-funnel awareness, employer branding, recruiting, and organic reach

It’s official: TikTok is no longer just a B2C playground. B2B companies—from SaaS to legal services—find traction through office humour, “day in the life” content, and bite-sized tips.

In 2025, TikTok’s algorithm will still offer unmatched organic reach for accounts that show up consistently and creatively.

Use it when:

• Your team can create authentic, short-form video content in-house
• You’re targeting younger professionals, especially millennials and Gen Z
• You’re investing in long-term brand building over short-term conversions

Another great opportunity to spotlight your company—share a “day in the life” of one of your team members, highlight a successful client story, and let your brand personality shine through compelling storytelling.

A New Era for B2B

In 2025, the B2B social landscape is no longer about choosing one platform but building a mix that mirrors your buyer’s behaviour. The right platform strategy can accelerate pipeline velocity, attract top talent, and build long-term brand equity.

But don’t mistake presence for performance. B2B brands that win are the ones that show up with purpose—aligning content format, platform strengths, and business objectives at every step.

About the Author

Haley Wells Social Media Team Lead at seoplus+

Haley Wells is the Social Media Team Lead at seoplus+. Haley joined the company in 2022 and has worked in the social media industry since 2019. On the day-to-day, Haley curates and writes social media content for her clients and builds strategies for her clients to achieve positive results.

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