How to Optimize B2B Content for Each Social Channel

There is no shortage of content across social media. With so many channels and so many creators, being in the right place to reach the right people at the right time is challenging. Where does your audience spend their time? Why do they spend more time on one channel than the other? With so much content at their fingertips, if your content isn’t engaging, concise, and relevant to why users are browsing that channel, they’ll scroll right past it.

While most videos can—and should—be repurposed across multiple platforms, knowing how audience expectations differ on each one will help you optimize content.  

Facebook is the community platform.  

Facebook is where people go to see what's happening in the communities and lives of people around them. It’s your company’s opportunity to build community with current team members and their families and become known to potential employees in your geographical area. A smart strategy could include emphasizing people and human interaction at work and in the community to boost brand recognition, generate leads and improve community engagement.

Instagram is the ideas platform.  

Instagram is all about video and visuals, entertainment and problem-solving. Present how your product or service is a real-world solution for your customer’s challenges and pain points. How will your solution not only help their company’s success but position them to work smarter and make better decisions? Create videos that share the visual appeal/benefits of your solution, provide a behind-the-scenes look into the culture of your company, and record employee insights to make your brand approachable and build awareness. It’s also a great platform to talk about environmental and social responsibility.

LinkedIn is the knowledge-sharing platform.

LinkedIn is a place to network and showcase the deep expertise of your team to increase engagement, website visits and job applicants. Your objective should be to educate customers and prospects, share industry-related and company news, and have influencers point business to your company. You could do this with quick-tip videos, brief employee insights, and promoting ongoing employee development programs.

X is the trending news platform.

X (formerly Twitter) is where the latest industry news, trends and events are discussed. It is a fast-paced channel focused on real-time communication and short-form content. Use this platform to answer your audience's questions, share exciting company, product and/or service updates, and build thought leadership with unique industry insights. Keep in mind interacting with your followers and responding quickly is of utmost importance on this channel.

For a more detailed look into strategic and technical guidelines, check out our blog post How to Optimize Your B2B Videos for Different Social Media Platforms.