Think B2B buyers don’t use social media to choose a vendor? Think again.

Gone are the days when B2B marketing was all about cold calls, trade shows, and stuffy boardroom presentations. Today, decision-makers are scrolling through LinkedIn on their lunch breaks, catching up on industry news via X, and even watching YouTube demos before signing a deal. Social media isn’t just for B2C brands - it’s a goldmine for B2B marketers who know how to use it right.

But here’s the thing: not all platforms are created equal, and B2B buyers aren’t just wasting time on cat videos (well, maybe a few). This article dives into where decision-makers actually spend their time online, what kind of content grabs their attention, and how you can make sure your brand is part of their digital routine.

How social media is changing B2B decision-making

B2B buying used to be all about personal relationships, in-person networking, and stacks of whitepapers. While those still matter, decision-makers now also rely on social media to research vendors, stay on top of industry trends, and get real-time recommendations from their peers.

Here’s what the numbers say:

75% of B2B buyers and 84% of C-level executives use social media to support purchasing decisions.
LinkedIn influences 50% of all B2B purchases.
Over 90% of B2B marketers use LinkedIn for content marketing.

Bottom line? If you’re not leveraging social media, you’re missing out on valuable opportunities to connect with the people who make the big decisions.

Where B2B decision-makers spend their time online

Not every social platform is worth your time when it comes to B2B marketing. Here’s where execs and decision-makers are actually hanging out - and how to reach them.

1. LinkedIn: The B2B powerhouse

Why they use it: Networking, industry insights, professional content, and scouting vendors.
How they engage: Reading articles, joining discussions, following influencers, and sharing thought leadership.
How to reach them: Post insightful content, use LinkedIn Ads, and encourage employees to share company updates.

2. YouTube: The underrated B2B content goldmine

Why they use it: Learning about products, watching case studies, and consuming thought leadership.
How they engage: Watching explainer videos, customer testimonials, and conference recordings.
How to reach them: Create useful video content, optimize for search, and run targeted YouTube ads.

3. X: The industry news hub

Why they use it: Real-time industry updates, event discussions, and brand interactions.
How they engage: Following key influencers, engaging with trending topics, and responding to customer queries.
How to reach them: Share timely content, join industry conversations, and use Twitter Ads to target decision-makers.

4. Facebook & Instagram: Not just for B2C

Why they use it: Brand awareness, company culture, and community engagement.
How they engage: Following company pages, watching behind-the-scenes content, and engaging with video ads.
How to reach them: Use Facebook retargeting ads, showcase company culture, and post visually compelling content.

5. The "alternatives": TikTok & Reddit

Why they use it: Discovering new trends and engaging in niche discussions.
How they engage: Watching thought leadership videos on TikTok, participating in industry-specific Reddit threads.
How to reach them: Experiment with short-form educational content and join relevant Reddit conversations.

What actually influences B2B decision-makers on social media?

Understanding where execs spend time is great - but what actually gets them to stop scrolling and pay attention?

1. Thought leadership & expert insights

Decision-makers want to learn from people who actually know what they’re talking about.
In-depth analysis, expert opinions, and original research get their attention.
Pro tip: Publish unique industry insights on LinkedIn and Medium.

2. Social proof & peer recommendations

Buyers trust other buyers more than brands.
Testimonials, case studies, and peer reviews influence purchasing decisions.
Pro tip: Get happy customers to share their success stories on social media.

3. Engaging & interactive content

B2B doesn’t have to be boring—polls, Q&A sessions, and behind-the-scenes content drive engagement.
Pro tip: Use LinkedIn polls, Twitter threads, and short explainer videos to keep things interesting.

4. Data-backed content

Executives love numbers—data-driven insights make content more compelling.
Pro tip: Share industry reports and market trends with engaging visuals.

How to actually reach B2B decision-makers

Now that you know where they are and what they like, here’s how to get in front of them.

1. Use LinkedIn Sales Navigator & Ads

Connect with key decision-makers using LinkedIn Sales Navigator.
Invest in Sponsored Content and InMail campaigns.
Make sure your LinkedIn profile (and company page) is optimized and professional.

2. Create high-value, shareable content

Publish well-researched blogs, whitepapers, and e-books.
Break them down into bite-sized social media posts.
Tell a story—people remember stories better than sales pitches.

3. Engage in industry conversations

Join relevant LinkedIn and Facebook groups.
Participate in X discussions and Reddit threads.
Comment on influencer posts to get noticed.

4. Use retargeting & account-based marketing (ABM)

Retarget website visitors with LinkedIn and Facebook ads.
Personalize content for high-value accounts.
Work with sales teams to align outreach efforts.

Final thoughts

B2B decision-makers are spending time on social media, whether brands realize it or not. The key to reaching them? Meet them where they are - with content that’s insightful, engaging, and actually worth their time.

Focus on LinkedIn for thought leadership, X for real-time engagement, and YouTube for educational content. Leverage social proof, data-driven insights, and interactive content to make an impact. And most importantly - be human. Nobody wants to engage with another corporate robot.

Want to refine your social strategy? Start by understanding your audience’s behavior, then craft content that speaks their language. The more relevant and valuable your content is, the more influence you’ll have on high-level decision-making.