Why only LinkedIn?*
In the world of B2B marketing, there’s one undeniable relationship: if it’s B2B, it’s LinkedIn. This social network is where the decision-makers, opinion leaders, and professionals are. Of course, LinkedIn remains a vital platform for connecting with companies. But… is it the only one?
In a scenario where there is already a great diversity of platforms, betting all your chips on just one social network could be more of a limitation than a strategy. Marketing thrives on creativity, experimentation, and new ways of reaching people. I believe it’s an area where we need to challenge barriers and preconceived notions to move forward. The most disruptive approaches are often the ones that stand out the most and generate the best results.
Are we underestimating the potential of other networks? Wouldn’t a more comprehensive, multi-channel, out-of-the-box approach generate greater impact, proximity, and results?
LinkedIn: essential, but not exclusive
LinkedIn’s focus is on being the ultimate B2B social network, as it calls itself “the world’s largest professional network.” It has a clear value proposition: professional networking, authority positioning, and a business-oriented community. It’s where we put on our professional hats and look for content that helps us grow, learn, and lead. But that doesn’t mean it’s the only channel capable of generating results. Although it’s still the digital platform that generates the most value for marketers, the landscape is changing: with younger generations entering the workforce, it’s becoming essential to adapt communication to the channels where these audiences are truly present.
Facebook, Instagram, YouTube, Pinterest… They also have a place
Discussing B2B outside of LinkedIn can still be unusual. Still, the truth is that other social networks can play a strategic role in business-to-business marketing, especially when the approach is integrated.
Instagram has proven effective for communicating more informally, allowing brands to become more humanized, educating audiences, and reinforcing corporate culture. It’s also a way of building relationships with professional communities and generating an emotional connection with the right audiences. A great example of this is SEMrush, which uses visual and relaxed content to attract and retain its community.
Facebook, despite being less “fashionable”, is still relevant for professional groups, niche communities, and remarketing campaigns.
YouTube is a valuable platform for educational and technical content, such as product demonstrations, tutorials, webinars, case studies,s and other formats. These are all materials that help with B2B decision-making. With creativity, you can also assert your brand as an authority in your sector and strengthen your presence.
In more creative sectors, such as interior design, architecture, events or visual branding, Pinterest, which is often overlooked, can be highly effective. It works as a visual search engine that attracts qualified traffic, helping B2B brands to inspire and capture attention at key research and planning moments.
The opportunity lies in plurality
What Social Media channels have in common is the ability to create emotional connections, generate trust, and position brands with authenticity, even in business contexts. This is what makes it possible to build a community, even if it’s a professional one. This sense of belonging and emotional connection is becoming increasingly important when it comes to achieving results in marketing. After all, in B2B, even when the focus is on companies, we communicate with people. And people aren’t just on LinkedIn. They’re also on Instagram, Facebook, Pinterest, YouTube, X, and many other platforms.
The question is no longer “why leave LinkedIn?”, but “what are we losing by staying only there?”
*This article was originally published in Marketeer
