Social Media in 2026: What B2B Marketers Should Prioritise

As we approach 2026, social media is shifting from being simply about presence or awareness to becoming a strategic engine for B2B growth.

According to a recent survey of 564 marketers, 82 % say that AI tools have already improved productivity in their social media activities.

The implication for B2B firms is clear: social strategy must evolve from broadcast tactics to purposeful, conversion-driven engagement.

1. AI and automation in social media

One of the most prominent trends is the integration of AI into social workflows. In the aforementioned study, 82% of marketers said AI improved productivity, though only 35% described the gains as significant.

For B2B marketers, this means less manual scheduling and more time for high-value tasks like creating insight-led content, nurturing relationships and aligning activity to pipeline outcomes.

Automation can support segmentation, timing optimisation, and performance prediction, but the differentiator remains the brand’s ability to infuse content with authoritative insight and relevance for complex buying audiences.

2. Short-form video and immersive formats

Short-form video is no longer the preserve of B2C; B2B teams must also embrace it. While the survey does not specify an exact percentage for short-form uptake, other research shows that over 40 % of companies produce at least one video per week.

For B2B organisations, this might mean 60-second explainers of service benefits, expert commentary snippets or client case studies. Aided by automation, these formats allow firms to deliver digestible insights at scale and improve both reach and relevance.

3. Influencer and community-driven content

Influencer marketing is evolving , especially in B2B. The definition of “influencer” is broadening to include internal experts, clients, niche industry voices and micro-communities.

In 2026, it’s expected that this shift will deepen. For service-based firms, this opens opportunities like:

• Empowering subject matter experts to share insights via LinkedIn Live
• Hosting peer forums
• Building communities around shared business challenges

These formats drive credibility and engagement in environments where trust and expertise matter most.

4. Data privacy, platform changes and attribution

Survey findings highlight a growing pressure on attribution and measurement in social channels.

With algorithm changes and privacy tightening, marketers need to integrate social data with CRM and pipeline outcomes. In fact, 47 % of respondents called their AI gains “moderate” rather than dramatic, suggesting there is work to be done in measurement and connected workflows.

For B2B firms, this means making sure that social touchpoints are mapped to lead-flow, nurture and revenue outcome – not left as isolated metrics such as impressions or likes.

5. Purpose, value and authentic engagement

Finally, a major trend is the increasing emphasis on purpose-led, value-first engagement. One finding shows that even with AI and automation accelerating workflows, authenticity remains essential.

For B2B marketers, this means social channels should be delivering insight, not just broadcasting content. Sharing meaningful commentary on regulatory changes, compliance challenges, service innovation or sector dynamics positions a firm as a partner, not simply a vendor.

What B2B marketers should do now

• Conduct a social audit that assesses current activity against pipelines and lead-flow rather than just reach.
• Identify areas where AI and automation can reduce repetitive effort and free up capacity.
• Expand formats to include short-form video and micro-content aimed at executive and influencer audiences – test what works for your services.
• Strengthen integration between social, CRM and lifecycle data to attribute social investment to pipeline movement and revenue.
• Cultivate communities and subject matter voices: internal experts, clients and trusted industry commentators enable authenticity and domain authority.

Partner with us to make social media more than a comms channel

Social platforms reward clarity, relevance and strategic integration. We help B2B organisations build social ecosystems that support outreach, influence and commercial performance.

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