B2B Social Media Strategy: 3 Lessons from B2C Brands
It can often feel like consumer-facing brands dominate the social media landscape – and it’s easy to see why. B2C brands tend to target a much broader audience, making it easier to create content that resonates with the masses and has the potential to go viral.
But can the tactics employed by successful B2C companies work for B2B audiences as well? We believe they can. After all, everyone is a consumer when they’re not at work.
With that in mind, here are three key lessons from B2C brands excelling on social media that you can incorporate into your B2B strategy – complete with real-world examples.
1. Humanise Your Brand with User-Generated Content
Successful B2C brands are often brilliant at showcasing the human side of their business – sharing stories, experiences and the individuals behind the brand. This approach works because people buy from people, and increasingly, customers want to feel a personal connection, rather than dealing with a faceless corporation.
According to research by Sprout Social, 70% of consumers said they felt more connected to a brand when its CEO is active on social media. This highlights the importance of giving audiences a window into the personalities and people behind your brand to build trust and authenticity.
2. Focus Less on the Product, More on the Storytelling
B2C brands often avoid directly referencing their product or service in every single post – and with good reason. A 2016 study found that overly promotional content led 46% of people to unfollow a brand. Instead, the focus tends to be on the results or impact the product has on customers’ lives.
Apple provides a standout example with its long-running social media campaign, Shot on iPhone, which began with the iPhone 6 in 2014. The concept is straightforward: real Apple users post photos and videos captured on their iPhones using the campaign hashtag. Apple then curates and reshapes this content on its own channels. If you scroll through Apple’s Instagram feed, you’ll see that product shots are rare – instead, the content spotlights how users incorporate Apple products into their lives. This shift in focus from product to experience is a strategy that B2B brands can easily adopt.
3. Share Interactive Content to Drive Engagement
Many B2C brands leverage interactive content – such as quizzes, polls and games – to increase engagement, better understand their audience and foster stronger communities.
Spotify’s iconic annual campaign, Spotify Wrapped, is a masterclass in interactive content. Every December, the platform gives users a personalised year-in-review – showing their most-streamed songs, favourite artists and top genres. This easily shareable content generates millions of user-generated posts and social conversations. In fact, it’s nearly impossible to scroll through Instagram Stories in December without seeing a flood of Spotify Wrapped shares.
Another great example is Duolingo, one of my favourite brands to follow on social media. Duolingo’s Instagram and TikTok feeds are packed with interactive content – including language trivia, polls and challenges – that prompt followers to engage, test their skills and share results. It’s a simple but highly effective way to boost interaction and visibility.
Final Thought:
B2B brands can absolutely benefit from adopting B2C-style social tactics – particularly when it comes to storytelling, human connection and interactive engagement. In a world where business audiences increasingly expect personality and authenticity, it pays to think beyond the boardroom.
Written by Saskia Ponting, Energy PR
If you want to elevate your B2B social media strategy, contact us today!
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