Written by: Vickie Sullivan | May 14, 2024
2 Social Media Marketing Trends That Impact B2B Thought Leadership
Social media marketing is changing again.
According to a recent report from Marketing Dive (free registration required), traditional studio-made social media ads are out. Creator-led content is in, with creator-led content having a 1.4 times bigger impact on brand loyalty and 1.3 times the impact on inspiring brand advocacy. In a marketplace that’s fighting for engagement and customer loyalty, this impact is significant.
This shift applies to B2B and B2C companies, as what happens in B2C social media marketing impacts thought leadership in the B2B space.
2 Ways B2B Social Media Marketing Is Changing
Here are two social media trends that impact B2B thought leadership:
• Repeat partnerships. Consumers are tired of being constantly sold to. This makes the typical pay-to-play arrangements less effective. Strategies that work instead are authentic partnerships based on real connections. And those come after a long vetting process. Those collaborations take longer to set up, but they deliver big results. Once these partnerships show ROI, both parties will want to keep going.
• Branded content. Having many owned media channels and marketplaces leads to more subcontracting opportunities, where folks like you get paid to create content for bigger clients. Big questions for thought leaders: Will you give up ownership of content in exchange for revenue and partnership? If so, what? Can that be part of an overall deal that includes speaking engagements?
These trends will be here for a while, so watch for similar dynamics in your space. If you haven’t already, rethink how you market and monetize your perspective.
Listen: What to Change Before Pitching a Partnership
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