Do you struggle to engage audiences with your B2B social content? For example, when explaining your professional services on social media, do the posts sound…well…boring?

2021 Creative Pep Talk: Fight the Urge to Do the Same Thing

As in, no one clicks—and no one cares?

Refreshing your social creative can make all the difference. Here are five key tips for how to engage with B2B audiences using organic social posts. You’ll appeal not only to your target audiences but to the platform algorithms as well.

Tip #1: Imagery—emotion matters

Eye-catching social imagery captures movement and emotion. Our brains are specially wired to respond to people’s faces. Can you ask your thought leaders to record quick reaction videos (20-30 seconds long) on trending issues in your field?

But what if your thought leaders are camera shy?

Consider using stock video clips (4-10 seconds long). Show relatable people interacting with one another. Or you might investigate stock drone footage that provides new angles on familiar surroundings.

Several social platforms also prioritize video posts. Video also offers compelling content for LinkedIn and Instagram Stories, plus Twitter Fleets.

Bonus: If you use these story features, chances are your account looks more attractive to the platform algorithm, too.

Tip #2: Pep up your post copy

Tell a story! Full sentences are not required. Ask questions. Write teasers. Create unique calls to action (CTAs), and make sure the CTA speaks to human needs. I think we’re all pretty tired of “Learn More.” However, any CTA that speaks to saving money or time is still evergreen. Click!

Your post copy must take into account both character counts and line breaks. Yes, those sneaky line breaks.

For example, LinkedIn tends to cut off post copy very quickly before the link, especially on mobile phones. You may have more than 1,000 characters for your full post, but ideally, you need to fit a teaser and strong CTA into 150-180 characters or less. And if you use long words in post copy, that gives the platform fewer opportunities for line breaks before the link.

So, yes, shorter is better. However, in platforms like LinkedIn and Facebook, the space below the link cut is still yours to play with.

I don’t recommend writing every post up to the full character count; however, for more in-depth content, feel free to add hashtags, bulleted lists, etc. An occasional long-form post also offers the opportunity to build up your keyword ecosystem. In turn, that helps the platform algorithm better understand your content.

You can even add bulleted lists to short-form Twitter posts (yes, really!). Lists always help with creating white space. Post copy is visual, and white space is crucial across all platforms.

Tip #3: Hashtags help

3 Social and Paid Media Trends for 2021

Have you done your hashtag research and developed a consistent strategy? That’s a whole other blog. But suffice to say: Hashtags help platform algorithms surface the right content to readers.

Use hashtags wisely. Don’t overuse them, and don’t use them to insert yourself in conversations where you don’t belong. And please use hashtags according to platform norms.

Instagram hashtag use differs from hashtags on Facebook (at least as of this writing). Your hashtags should also relate to the keywords in your post and your linked content’s metadata.

Bonus: Using a trending hashtag is expert-level social for a brand. Talk to your strategist first.

Tip #4: Emojis are for everyone

Emojis are a valid, standard form of digital communication, especially in social, even for B2B. To feel more at ease, I recommend adding guidelines on emoji usage to your social guide.

If your brand is new to emojis, start slow. For example, use dots or arrows for your bullet-point lists (see tip #2 above).

Don’t use emojis in every post. If you are a brand selling professional services, avoid face, person, and reaction emojis. Stick to appropriate objects, places, and symbols until you get the hang of it. Use Emojipedia, so your emojis translate across devices and platforms.

(And this is the part of the blog where I sigh because B2B is not the right audience for me to discuss properly judicious and safely ironic meme usage. Not yet anyway.)

Tip #5: Holistic design for your feed

For B2B social creative that earns big clicks and conversions, always keep in mind the design of your feed as a whole. It’s a mistake to think only on a post-by-post basis.

Remember to consider your followers’ overall user experience, whether they’re doomscrolling Twitter posts on mobile or checking out your tiled Instagram feed on desktop. To maintain both consistency and variety, create a selection of content templates.

Partner with a B2B creative agency

How To Create a TikTok Channel for Your Brand

Have you now realized that your B2B social content doesn’t fit with these guidelines? Never fear.

Our award-winning creative team is ready to review your existing social creative and provide thoughtful recommendations on a new approach to content creation.

Interested? Schedule a quick chat with our experts.

Keep in touch.

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