Experts know: B2B SMM marketing differs from the rules for creating B2C digital content. The differences are so ingrained that job sites specify “B2B content manager”—distinguishing business marketing from consumer goods.
This distinction is justified: B2B purchases are made within rational logic, not emotional influence. Thus, B2B promotion is more structured, clear, and business-like than in consumer goods.
Yet, despite logic and rational decision-making, B2B involves people. Their psyche reacts to beautiful or repulsive, boring or interesting. Marketers should consider this to create effective B2B solutions—especially in social media. Why especially?
Social media’s essence is friendly interaction. It’s hard to remember now, but early social media was created for student interaction and sharing personal photos.
Yes, much has changed, but here’s what remains: people visit social media for entertainment—even the most serious businesspeople and CEOs. We use a platform where clients come willingly—it’s interesting there.
Another aspect: social media itself promotes those offering entertainment. Social media varies, but almost everywhere, algorithms determine user interest and promote engaging content.
Thus, entertainment has two arguments: attracting user attention and working with algorithms. But we’re B2B, you say! What entertainment if we sell metal tiles, foliar fertilizers, or water purification systems? Many B2B marketers struggle with this.
Over years of social media work, we’ve developed several effective B2B content SCHEMES: this article explains one such solution.
The scheme is “TEXT FOR RATIONALITY + VISUAL FOR EMOTION.”
In this scheme, the text should appeal to rationality, stimulate specific actions, persuade, and build trust. Thus, we use social proof, facts, numbers, and statistics in texts.
The visual part should evoke emotions. Capture interest, smiles, or other emotional reactions. Image or video—it doesn’t matter, as long as it’s not boring. Humor is appropriate if you understand and share the target audience’s humor. Otherwise, don’t risk it.
Consider: the text shouldn’t completely repeat the video content. But text with no connection to the visual is also unsuitable. We recommend combining text and visual by complementarity: content parts should ENHANCE each other.
You might object—how to entertain followers with a client testimonial video where they just stand and talk?
Entertainment isn’t literally something funny. It could be a captivating video with dynamic transitions—challenge the editor; also, captions can be attractively added even in free apps.
Captions may appear only at focal points (like Dud’s, remember?). These elements attract attention and encourage watching the video to the end. Apply them to testimonials—increase reach.
We don’t need to write much about video length, right? In social media, the basic principle: the shorter, the better the viewing completion. Trim everything unnecessary. We offer tips for B2B video shooting here.
Another relevant aspect in text and visual combination: the longer one element, the shorter the other. Video longer than a minute should be accompanied by brief text, long text with concise images—this enhances content perception. The same applies to complexity: if you have complex text—don’t overload the visual. Conversely, if publishing infographics, simplify the text.
In B2B, emotional content is possible and necessary. It should be mixed with rationality. This way, we maintain social media user attention and subtly introduce the product—enhancing recognition and trust.
By blending emotions in visuals and rationale in post text, remember: they should complement each other in length and complexity.
Finally—can it be reversed? Emotions in text and rationale in visuals? Absolutely! Anything is possible in social media. Any option might unexpectedly succeed. We shared one of our developed schemes—there are many more. But you can create your social media success strategy.
The key is to experiment: regularly create content, publish it, engage with followers, and grow your warm client audience. Unsuccessful content is better than none.
Good luck in social media—may it drive sales!
By the way, there is another article on our blog about this here.
