Alloy logo

January 18, 2024

Alexis Pastrana


Senior Digital Content Manager

A B2B tech marketer receiving social media likes.

We live in a world that is equal parts physical and digital, with online avenues of communication like social media acting as connective tissue. In the fast-paced digital landscape of 2024, staying ahead of the curve in social media is not just an option; it's a necessity for tech companies striving to connect and engage with prospects and customers. 

As we delve into the latest trends, innovations, and insights, we'll explore how B2B tech firms can harness the power and connectedness of social platforms and address the changing dynamics of customer behavior.

4 social media trends to consider in 2024

AI for streamlining tasks

According to Meltwater’s 2024 State of Social Media Report, more companies are interested in making social media a larger part of their marketing strategy, but there are shared concerns over employee bandwidth. Operating in lean teams, B2B marketers find it difficult to properly resource a dedicated social media manager to create a truly effective strategy. Generative AI can help stretched teams enhance their value in drafting social media copy, editing images and more. However, companies in the Americas have been less inclined to take advantage of it so far, with 46% saying it’s not important to incorporate AI into their social media program…yet. Moving further into 2024, the increased sophistication of AI combined with the human touch is critical when operating in busy teams plagued by tight deadlines and shifting priorities.

Balancing between algorithm and SEO best practices

In 2024, the fight against social media algorithms continues. It’s no surprise video remains king on social media, with such posts pulling in higher rates of engagement over text-only posts or those with photos. But relying on video or other creative assets alone isn’t enough. B2B marketers need to also consider the role search engine optimization plays in their social media strategy as more people use social channels to get answers to their questions. In fact, 29% of Gen Z and Millennials prefer to search for information on social media platforms over actual search engines. When crafting your next post, strike a balance between utilizing creative assets to grab a viewer’s immediate attention, while ensuring your copy is SEO optimized for greater searchability.

Be on the social media platforms that matter

On average, a social media user logs into six to seven platforms every month—creating the need for a multi-platform approach. But when your audience is everywhere, it can be difficult to determine where your company should be. While B2B markets need to be agile and explore various platforms where target audiences reside, you don’t have to have a presence on every channel. Especially as the bandwidth of social media teams remains a concern, do your research and ask your customers which platforms they prefer so you can be where it counts. From that research, be willing to step out of your comfort zone, adapt, and experiment with channels that may seem unconventional at first. As prospects move their business conversations away from mainstream platforms like Facebook and Instagram, it may be worth looking into their presence on private LinkedIn communities, Slack, forums, or other channels that are growing in popularity.

Act on goals that make sense

From sales to client retention and upsells, the overarching business goal of many B2B tech companies is tied to revenue. And while the objective of social media efforts should complement this focus, KPIs should match the actions your audience is likely to take via this channel. If social selling is not the aim of your strategy, brand awareness, community engagement, and network connections will be key in defining success. But know this: Social media is a long game and gaining proper traction takes time. Especially when embarking on a new channel, deploying innovative tactics, or exploring an elevated tone, success isn’t always achieved overnight. Give your strategy time to take hold and create ripple effects across your business, because even if you don’t see immediate spikes in metrics from social media, that doesn't mean you aren't infiltrating the minds of your customers and priming them for when they are ready to buy.

When navigating your social media strategy in 2024, we leave you with this parting advice: Experiment, do what is best for your company and audience, and ensure you are striking a balance between engagement and education. At the end of the day, you are connecting with people, not businesses. Therefore, consider what your individual decision-maker wants to see. Your target may very well appreciate a quality mix of educational materials and entertainment as we all aim to create greater connection.

When you’re ready to elevate your market position and drive meaningful brand growth, reach out to Alloy.