Social media continues to evolve at a rapid pace, presenting new and evolving opportunities for brands to communicate, build relationships and drive business outcomes. For B2B companies, particularly in traditionally offline sectors such as manufacturing, property and construction, this evolution brings with it both challenges and opportunities.

To help you stay ahead of the curve, we’re sharing five key social media trends:

1. LinkedIn’s Rise as a Content Platform, Not Just a Networking Tool

Thought leadership content, long-form posts and video are increasingly prominent on LinkedIn, prioritised by the platform and valued by users. LinkedIn has become the go-to platform for B2B visibility – no longer just a networking tool but also a highly engaged content platform.

What this means for you: Shift from promotional updates to value-led storytelling. Share insights from your team, case studies and trends shaping your sector. Use video to humanise technical topics.

2. B2B Influencers and Industry Creators

Trust is everything in B2B marketing. This year, we’re seeing a rise in niche influencers, including technical experts, consultants and engineers who are building engaged communities across platforms.

What this means for you: Partner with sector-relevant creators or empower your own staff to become voices of authority. This builds credibility and reach, especially among specifiers, buyers and decision-makers.

3. Search is Social Now

Social media platforms are increasingly used as search engines, especially by younger professionals looking for ‘how-to’ advice, supplier reviews and real-world project inspiration.

What this means for you: Optimise your social content for search. Use keywords, concise captions and clear visuals. Think: ‘how to choose the right flooring system’ or ‘5 energy-efficient warehouse upgrades’.

4. Employee-Generated Content (EGC) Builds Trust

People trust people. Whether it’s a site manager walking through a property or a team member celebrating project wins, EGC is outperforming corporate comms on many platforms.

What this means for you: Encourage your workforce to share their stories, celebrate milestones and demonstrate pride in what they do. Provide guidance but let authenticity shine.

Check out our blog post for more tips on effectively engaging employees in your marketing strategy.

In 2025, the most effective B2B social media strategies are dynamic, human and insight-led.  Whether you’re looking to recruit, build brand visibility or win tenders, leveraging these trends will help your company stand out and stay relevant.