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Want to know what we think?

So you thought Facebook didn’t work for B2B?

Well, it’s time to think again! But how do you create really effective Facebook content to get your message out there? Lux Narayan from Unmetric spent time looking at the top 20 B2B brands before focusing in on Citi and Microsoft to identify what works so well for them.


Lux found that B2B marketing on social media is all about efficacy and yes that really is a good thing. B2B brands have a smaller, far more concentrated number of people to target than B2C brands, and this fact alone allows them to create content that is most relevant to their niche audience.


He found that:


  • There’s no point in over-posting. In fact, the engagement and the number of posts show a fairly negative correlation to the engagement score.
  • Most of the posts by brands studied contained photos.
  • However, posts that carried links to owned webpages and external sources engaged the best.

    Okay so he also states there’s no one-size-fits-all solution here but trends are visible across the board.


    Take Citi for a start. During his research Citi posted only 19 times during the first quarter of 2017. That’s all. However, these posts fetched the brand a whopping 1.4 million likes, over 4000 shares and reached over 10 million Facebook users.


    Promotion was the key to Citi’s social media success. Rather than fill its audience’s feed with content, Citi ensured the quality content they promoted reached the maximum number of people.


    Most of the content revolved around initiatives by Citi and other company news but they successfully mixed up the content types. Of these 11 posts, two contained photos, three were videos and six carried links.


    Supporting text updates and links with photos ensured Citi’s audience engaged with company updates and then video used the power of story-telling, for even higher levels of engagement.


    Lux identifies that links are an important content type, getting people to visit your webpage and sign up for your various products and services. But it is the text that describes it and the featured image that are crucial in determining whether your audiences click through. 


    So while Citi went with a ‘less is more’ strategy, Lux found that Microsoft posted 61 times during the three-month period Lux analysed.


    The first blindingly obvious take away was how wonderfully diverse the topics and the formats used were. Of the 61 posts, an impressive 27 were videos. These brought in more than 84% of all the interactions the brand received. Food for thought?


    Their most shared piece of content was in fact a story-telling video highlighting the strikingly low representation of women in the STEM field. Seeing children refuse to take that fact lying down is heartening. It also drives the person watching the video to contribute to the effort. Watch it here.


    Microsoft’s videos focus on people. It is not just a rundown of what all Microsoft Surface’s features are, but how real people use products in order to achieve their goals. Engaging stuff.


    Lux states that often with B2B marketing, the basic fact that you are still appealing to a human being, often incredibly gets forgotten. Videos succeed because they can be easily consumed with little effort from the audience.


    For both Microsoft and for Citi, along with a balanced promotion strategy that gives a boost to the reach, it is shareable, quality content that ensures that their messages get through to a wide audience.


    Lux concludes that a thumb-rule for any B2B brand is to have a clear picture of what you want out of Facebook and then take data-backed decisions on how to achieve these goals. Analysing the success of your posts in order to nail down the optimal length of the text, image and tone is important. But Facebook does provide you with a whole raft of rich data on your past performance, including reach, engagement etc.


    So identify which of your posts resonate well with your audience, couple this with a thorough knowledge of industry trends and what your peers are up to, and there will be no stopping you.


    Facebook really does work for B2B. The evidence is simply overwhelming.


    Read Lux’s full research blog here.