A new report from Oktopost reveals new trends driving the future of B2B social media strategies. By analyzing thousands of social media posts, the company has distilled actionable insights to help marketing and sales teams optimize content strategies to support both engagement and lead generation goals.
Key Insights for Engagement and Lead Generation
To Link or Not to Link?
B2B organizations use social media to drive both brand and performance marketing. To drive measurable outcomes, they need to connect impactful social content to a clear next step, or call-to-action. Link posts remain important for driving website traffic and lead generation, with 21% of engagement actions leading to link clicks. But posts without external links generate 60% more engagement than those with links. As a result, brands should balance the frequency of posts designed to build visibility and those focused on driving tangible business outcomes.
Format Matters
- Image galleries drive the most engagement, achieving 4X the impressions and 10.8X more engagements compared to other link-free content formats.
- PDF attachments perform best for linked content, generating twice the impressions and 6.7X more engagements than other content types. If your goal is to drive clicks, short text posts with a single external link perform 1.8X better.
- Text-only posts offer surprising value even without attachments or links, delivering 2.7X more impressions and an average of 171 engagements per post.
Timing Trends
- Weekends shine for engagement: Posts shared on Saturday and Sunday achieve 2.3X higher engagement than weekday posts. B2B audiences are especially active on platforms like LinkedIn during their downtime, and they gravitate toward easy-to-consume content.
- Midweek excels for clicks: For lead generation, Wednesday posts stand out, producing 47% more clicks on average than posts launched on other weekdays.
Company Size & Seasonal Strategy
While large companies (5,001 to 10,000 employees) dominate impressions, mid-sized enterprises (501 to 1,000 employees) boast the highest lead generation rates, achieving 5.6X more clicks than corporations with more than 10,000 employees. Seasonality also plays a factor, with January being a peak month for engagement and lead generation.
Recommendations for B2B Marketers
Results from the Oktopost research unlock five key takeaways for B2B marketers:
- Adopt a balanced approach: Use link-free posts to boost engagement, and external link posts to drive website traffic and leads. For maximum visibility, tailor your content based on the unique goals of each campaign.
- Prioritize high-performing formats: Leverage image galleries and carousel PDFs to grab attention, while leaning on short, link-rich text posts to generate clicks. Consider incorporating text-only posts for quick, broad engagement. Monitor the performance of these posts over time, and adapt your tactical mix accordingly.
- Expand weekend strategies: Break the weekday-only posting trend. Businesses that incorporate weekend content into their strategy can capture valuable engagement from audiences browsing LinkedIn and other platforms during their downtime.
- Think beyond big budgets: Even small and mid-sized companies can drive lead gen using targeted social strategies that maximize cost-effectiveness. Focus on content formats and timing that play to your organization’s strengths.
- Align with seasonal peaks: Plan key campaigns around high-performing months like January to seize on increased engagement levels.
Oktopost’s report underscores the importance of crafting smarter, more strategic approaches to social media. By focusing on content types, timing and audience behaviors, B2B companies can maximize both engagement and return on investment in their social media initiatives. Social media management isn’t a “post it and forget it” game — it’s an evolving strategy, and your best results come from testing and learning.
