Shaun Hickman, Senior Social Consultant
B2B social sometimes feels like the best-kept secret of the digital world. While TikTok continues to make cultural waves (for better or worse), LinkedIn has been undergoing a quiet revolution. Whether it’s shouting about career milestones or sharing that ‘killer’ insight, more and more professionals are making the move from passive scrolling to active posting.
Revolutionary, right? While hitting ‘post’ on LinkedIn isn’t going to change the world, it’s the step-change in the type of content being shared which has really caught my attention…
*Enter my four B2B social hot takes for 2026*
1. Creativity is not a trend in B2B social, it’s here to stay
While the likes of Monzo and HubSpot lead the way with uniquely creative activations on LinkedIn, many businesses are still holding back and relying on the comfort of corporate announcements. However, emotional resonance and culturally tapped-in humour are elements which are just as valuable to B2B audiences as they are to consumers – 72% of people say they would choose a humorous brand over the competition (World Happiness Report). If your competitors are following the same old formula on social, it’s probably a sign that you should be doing the opposite.
2. Trend fatigue is real
Pushing yourself creatively is great, yes. But what’s your motivation for tapping into the latest viral trend? Discerning social media audiences, a.k.a. the average user, will quickly see through brands which jump on a trend for trend’s sake. In a B2B context, professionals are faced with a deluge of marketing content on top of busy schedules. Is it any surprise that Glassdoor’s Word of the Year for 2025 was ‘fatigue’? The solution – trend mindfully and keep a close eye on brand relevance. Your audience will thank you.
3. B2B influencers are your next best spokespeople
While the term ‘influencer’ may not always be mentioned in B2B circles, the impact of these kinds of collaborations should not be underestimated. Far away from the stereotype of a straight to-camera product promotion, B2B influencers are reshaping the landscape with hyper-relevant expertise, industry-wide influence and trusted insights. And the results are speaking for themselves – last year, LinkedIn found that 94% of B2B marketers surveyed globally felt influencer marketing was among their most effective strategies to achieve direct sales. From technical masters to subject matter specialists, influencers have the power to qualify your business proof points and tell a compelling story in the process.
4. Your niche is your superpower on B2B social
LinkedIn’s announcement of another algorithm update in Q4 last year may have generated sighs from social media managers, but it laid out a key opportunity for businesses. In short, the new 360Brew model now prioritises niche clarity and authentic value; this means honing in on your core areas of expertise, translating them effectively and delivering them with genuine insight. The promise from LinkedIn suggests that, while impressions may be lower, the algorithm will serve your content to a smaller, yet infinitely more relevant audience. Build consistent, quality content and the results will follow.
And there we have it, four hot takes to guide your corporate social strategy in 2026.