Social media has become the world’s largest advertising channel in the last year, offering B2B companies enormous growth opportunities in 2025. However, the challenges are well known: platforms and content formats are constantly changing, and companies need to be flexible in adapting their strategies to capitalize on the latest trends. As a leading full-service B2B social media agency, we know exactly how essential it is to keep up with platform developments - and we’re already anticipating the key trends that will shape the industry this year.

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Here’s a preview of the key insights we’ve uncovered. In our free B2B Social Media Trend Paper, you’ll find in-depth analyses and actionable strategies on these topics:

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• The TikTok effect: short vertical videos are conquering LinkedIn and setting new standards in B2B marketing. These dynamic formats grab attention fast and deliver messages concisely. But beyond short videos, other content formats also play a crucial role in a successful social media strategy.
  
  
• Brand faces: Authentic brand ambassadors are the key to success. A solid 83% of consumers prefer brands that are represented by real people rather than logos.
  
  
• Debranding: Flexibility and adaptability are essential in the dynamic world of social media. A full 43% of companies are already adopting a new tone of voice - with positive results.  Brands that loosen up, show personality, and engage with their audience on a human level consistently achieve deeper connections and higher engagement with their target group.
  
  
• Corporate influencer programs 2.0: The use of employees and managers as brand ambassadors continues to gain in importance - a trend that we as anagency have already successfully implemented. Over three quarters of respondents trust “ordinary employees” more than official company messages. The focus is shifting to a small number of high-reach personalities, as the protagonists are becoming more professional. Social CEOs in particular play a central role here. These authentic voices strengthen trust and dialog with the target group and promote long-term brand loyalty.
  
  
• AI in social media marketing: Artificial intelligence is revolutionizing the way of content creation.  AI tools help marketers write posts faster, edit images, and even develop virtual influencers who spread brand messages efficiently. At the same time, social media managers are shifting their focus from operational tasks to strategic planning and trust-building measures.  
  
  
• Full focus on paid social: ROI can be significantly increased with targeted paid media strategies and performance-driven influencer advertising.  Micro- and nano-influencers, known for their authenticity, deliver exceptionally strong advertising impact. With the growing importance of measurable business outcomes, the focus is shifting to ROI and business relevance. Paid ads are therefore becoming even more important, as they have a direct and measurable impact on business success.
  
  
• Community insights & trend integration: Successful brands don’t just post content—they listen, analyze platform trends, and adapt. Real-time monitoring allows comapnies to recognize high-reach posts and react in a targeted manner, while integrating viral trends boosts visibility and engagement. The combination of both approaches effectively increases reach and relevance.

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Based on the latest figures from the ARD/ZDF media study and the LinkedIn Digital Services Act Transparancy Report, we have updated our annual channel matrix for Germany. You can use this channel matrix to identify which channels are relevant for your company. Find the matrix and a detailed breakdown in our trend paper.

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Would you like to know how to leverage these trends for your business? How to properly adjust your social media strategy for 2025 and benefit from the latest developments?

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Then download the full trend paper here. With our many years of experience, well-founded insights and appealing graphics, we provide you with practical tips and clear recommendations for taking action and maximizing your success in social media marketing in 2025!

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