What's Happening?
B2B brands are increasingly utilizing social media as an entertainment channel to enhance engagement and connect with customers. According to Marketing Week's 2025 State of B2B Marketing survey, 59.1% of marketers are investing in social campaigns as part
of their brand marketing strategy. Companies like Cytiva and PwC are adopting approaches that simplify, humanize, and unify their social media presence, leading to significant engagement and follower growth. Cytiva, for instance, has seen a 32% engagement uplift and 559% follower growth on LinkedIn by focusing on storytelling and reducing overt promotions. PwC is leveraging employee advocacy to build trust and connect with audiences, while Workbooks is using humor and creativity to stand out in the 'sea of blandness' often associated with B2B marketing.
Why It's Important?
The shift towards using social media as an entertainment channel represents a significant change in B2B marketing strategies. By adopting more engaging and interactive content, B2B brands can better connect with their audiences, build trust, and enhance brand awareness. This approach not only differentiates them from competitors but also aligns with the growing consumer expectation for authentic and entertaining content. The success of these strategies could lead to increased customer loyalty and improved sales conversion rates. As B2B brands continue to explore creative ways to engage with their audiences, this trend could reshape the landscape of B2B marketing, making it more dynamic and consumer-focused.
What's Next?
B2B brands are likely to continue experimenting with social media content, focusing on entertainment and authenticity to drive engagement. Companies may further explore platforms like TikTok and Instagram to reach broader audiences and leverage employee advocacy to amplify their brand message. As social media becomes an integral part of B2B marketing strategies, brands will need to balance creativity with strategic goals, ensuring that their content not only entertains but also supports business objectives. The ongoing evolution of social media marketing in the B2B sector could lead to new opportunities for brands to connect with customers in meaningful ways.
Beyond the Headlines
The integration of entertainment into B2B social media strategies highlights a cultural shift towards more humanized and relatable brand interactions. This development reflects broader changes in consumer behavior, where audiences increasingly value authenticity and personal connection. As B2B brands embrace these trends, they may also face challenges in maintaining consistency and aligning their content with brand values. The success of these strategies could influence other sectors to adopt similar approaches, potentially leading to a more unified and engaging digital marketing landscape.
