As any social media marketer will tell you, executing a successful B2B social media marketing strategy is more than a little difficult. Even when you’re able to keep up with the blinding pace at which social media moves, having a campaign that’s high-quality enough to stand out from the noise and grab your audience’s attention brings an entirely new challenge.
By studying the successes of other campaigns, you can draw some great inspiration and apply it to your own strategy for a greater chance of success.
Here’s a look at six B2B social media campaign examples to inspire your next social media marketing drive.
1. Amplifying Thought Leadership - Huawei
Huawei, one of the world’s largest telecoms tech companies, is an expert at delivering high-value social media content to their customers and acting as a conduit for intriguing thought leaders.
Scroll through Huawei’s X/Twitter feed, and you’ll see that it’s full of content focused on innovative new technologies and exciting predictions for the future, alongside giving a platform to experts and thought leaders from across the world.
The content itself helps to “stop the scroll” and seize their audience’s attention, while the interesting topics and opinions of thought leaders help to encourage debate in the comments, further amplifying visibility and engagement.
Though your professional network may not be of the same caliber as Huawei’s, leveraging your connections to source unique views on hot industry topics can be a great way to spark conversations and ensure your social media marketing is truly unique.
2. Authentic & Accessible Influencer Marketing - Adobe
Adobe has been the gold standard for creative technology providers for decades now. Despite its runaway success, however, the brand has been able to keep their approach to social media grounded, with their influencer marketing campaigns both authentic and accessible.
Rather than showboating large household names that use Adobe creative products, the brand opts for partnerships with smaller creators and businesses, who show how they’re using Adobe products in a more personable and accessible style of content.
By balancing Adobe’s firmly “blue chip” status with an emphasis on small-scale projects and influencers’ personal creative vision, the company is able to expand the reach of their social media marketing while making sure they don’t alienate a major segment of their audience.
3. Looking Behind the Scenes - American Express
American Express, one of the world’s largest financial services providers, are experts at creating quality behind-the-scenes content that speaks to their B2B customer base and fortifies their reputation as a global brand.
Using the #TeamAmex hashtag on LinkedIn, American Express regularly posts updates on developments at their international offices, showing both the impressive corporate decor and the people who make their business tick in polished and professional photoshoots.
This vein of Amex’s social media campaigns display an excellent way to humanize a B2B brand and showcase a positive company culture, while maintaining their identity as a major player on the global finance stage to drive engagement with the right corporate segments.
4. Building a Library of Quality How To’s - Slack
Global team collaboration platform Slack is already a household name among businesses of all sizes. Despite this, Slack knows that the value of any B2B tool is only as strong as the user’s ability to navigate it and use it to its full potential.
Recently, Slack have focused their YouTube channel on producing sleek yet accessible tutorial videos, teaching their users how to unlock useful functionalities in concise, no-fluff how to’s that walk viewers through every step.
While it’s important to keep your content varied and keep space in your content calendar for a variety of different posts, Slack’s tutorial videos show how businesses can enhance their brand equity, and the inherent value of their B2B products, by taking a more utilitarian approach to their social media marketing.
5. Differentiation Through Comedy - Air
Since the launch of ChatGPT and other generative AI tools, the hype around artificial intelligence in general has been everywhere on social media, especially in the B2B arena of LinkedIn.
While knowing how to use social media trends can bring in a whole range of benefits for a B2B brand, sometimes turning this concept on its head can be the best way to ensure your content stands out from the crowd and maximizes its reach and engagement.
One great example of this is the LinkedIn video content from creative ops system Air. Their video content uses sharp satirical writing to poke fun at the recent AI hype, by talking about a fictional AI tool that promises to make human creative directors obsolete.
This brilliant approach to content is inspiring for two reasons. First, it’s genuinely funny, and shows how remembering a human touch can help you rack up a lot more engagement and shares, compared to more straight-laced corporate content. Secondly, it works to display Air’s keen understanding of the state of AI tools, and acts as an initial touchpoint to introduce their philosophy that “there’s a way to tap into AI that isn’t harrowing.”
6. Tasteful Diversity & Activism - Cisco
Embracing human interest topics such as diversity, work/life balance, and sustainability is a common practice in many social media campaign examples. However, if they’re not approached in the right way, it can be easy for some brands to come off as inauthentic or cynical when posting this kind of content.
One great example of activism and diversity done right comes from global networking firm Cisco, which focuses on sharing human interest stories from the company through its dedicated Twitter account, @WeAreCisco.
This account is kept separate from the more corporate and “sanitary” B2B content on the business’s main account, and focuses on sharing stories from Cisco’s team members, with emphasis on topics such as environmental sustainability, LGBT rights, and how people at the company unwind when they’re not at work.
By encouraging organic employee advocacy content, Cisco has been able to balance out their status as a global corporation by humanizing their brand, while also making themselves part of important socio-political conversations, without coming off as cynical or inauthentic.
Enhancing Your Strategy With Social Media Campaign Examples
Planning and creating social media content that works, without disappearing into the flood of short-lived trends, is one of the hardest elements of social media marketing.
However, by recognizing the best social media campaign examples when you see them, and taking inspiration from their distinguishing traits, you’ll be well-positioned to upgrade your marketing and engage more of your audience.
For more support with creating great content and monitoring your relationship with your audience, sign up to Highperformr for free today!
