Should Your Business Be on TikTok in 2026? Here’s How to Know

tiktok app on phone screen

TikTok started as a place for dance trends, lip-syncs, and viral challenges. Today, it’s something very different. It’s become a search engine and product discovery platform. For some brands, it’s one of the fastest ways to build brand awareness in 2026. But here’s the truth: not every company needs to be on TikTok.

We see this all the time. A business reads about the latest social platform, opens an account, posts a few times, and then the channel sits dormant for months. That’s not a strategy. In some cases, inconsistent or low-quality content can hurt your brand more than not showing up at all.

Before you jump into TikTok, it’s worth stepping back and asking a simple question:

Does this platform actually make sense for your audience and your business goals? Here are a few insights we consider as we help our clients determine if TikTok is the right platform to choose: 

Let’s Talk About How Big TikTok Has Become

The platform has grown rapidly in the last few years, and the stats bear this out:

  • The share of new US TikTok users 45 and older is now outpacing the growth of younger demographics by 13x in recent years. (Source) 
  • More than 170 million users are in the United States (Source).
  • Nearly 40% of Gen Z users now use TikTok as a search engine to find products, restaurants, and recommendations (Source).

That last stat is important. TikTok isn’t just entertainment. People are actively discovering brands through the platform.

Still, reach alone shouldn’t determine your strategy. The real question is whether your audience spends time there and whether your brand can create content that fits the platform.

When TikTok Might Make Sense for Your Brand

Here are a few criteria that are important to consider if you’re trying to decide whether to spend time, energy, and resources on TikTok:

1. Your Audience Skews Younger

TikTok’s audience has broadened, but younger demographics still dominate the platform. If your target customers are Gen Z or younger Millennials, TikTok deserves a look. This is especially true for industries like:

  • Retail and consumer products
  • Food and beverage
  • Hospitality and travel
  • Beauty, skincare, and wellness
  • Fitness and lifestyle brands

These industries naturally lend themselves to visual storytelling and quick engagement.

If you’re unsure whether your audience is there, start by observing. You can create a research account to follow competitors and watch what performs well in your industry.

You may discover your future customers are already scrolling.

2. Your Brand Can Show, Not Just Tell

TikTok is a visual platform, and brands that succeed there can usually showcase their product or service through video content.

Examples include:

  • A bakery showing how pastries are made
  • A clothing brand styling outfits in quick transitions
  • A fitness trainer demonstrating short workouts
  • A restaurant sharing behind-the-scenes kitchen moments

If your product or service can be demonstrated in a short video, TikTok becomes much easier to use effectively.

3. Your Brand Has Quick Tips or Educational Content

One of the most successful formats on TikTok is the “quick tip.” Short videos that teach something simple perform extremely well. Examples might include:

  • A cleaning company sharing fast home organization tips
  • A financial planner explaining common money mistakes
  • A subcontractor showing quick maintenance advice
  • A skincare brand explaining how to use products correctly

Even B2B companies can leverage this format when they focus on client education.

4. Influencer Partnerships Could Expand Your Reach

Influencer marketing remains a huge part of the TikTok ecosystem.

Many users trust creators more than traditional advertising. Instead of brands pushing products directly, influencers introduce them naturally through their daily content.

This can be especially powerful for consumer brands. A single creator partnership can expose your brand to thousands, sometimes millions, of potential customers. The key is authenticity. While forced promotions rarely perform well, natural integrations usually do.

When TikTok Might Not Make Sense

At Green Apple, we’ve worked with clients across many industries. TikTok isn’t always the right fit for some clients as we consider marketing trends for our B2B clients.

Industries like high-end professional services, manufacturing, commercial construction, logistics and supply chain industries, or highly specialized B2B technology often generate stronger results through LinkedIn, thought leadership, Answer Engine Optimization (AEO), and digital PR.

That doesn’t mean TikTok is impossible in these spaces. It just means the strategy has to be intentional. Some B2B brands use TikTok for:

But for many companies, it remains a secondary channel rather than a primary one.

TikTok Best Practices for Businesses in 2026

If you decide TikTok fits your strategy, here are a few current best practices.

Focus on Authentic Content

Highly polished advertising often underperforms on TikTok. The platform favors content that feels real and spontaneous. 

Post Consistently

TikTok rewards regular posting. Brands that post consistently tend to gain traction faster. That doesn’t mean posting every day. But it does mean building a sustainable cadence that your team can maintain.

Use TikTok Like a Search Engine

People increasingly search for information on TikTok. It’s become increasingly important to include relevant keywords in captions, spoken dialogue, and on-screen text so your videos can appear in search results.

Jump on Trends Carefully

Trends move quickly on TikTok. Participating can boost visibility, but not every trend fits every brand. When you’re deciding whether or not to post your next video based on a TikTok trend, choose the ones that align naturally with your voice and audience.

Start Small and Learn

Your videos probably won’t go viral, and that’s normal. Whenever you’re exploring marketing trends or testing out a new marketing tactic, it’s important to treat the platform as a learning environment. You can test different formats, see what resonates, and adjust your strategy over time.

The Bigger Question: Where Should Your Brand Show Up?

TikTok can be a powerful tool, but it’s just one piece of a much larger digital strategy. The best marketing plans don’t chase every new platform. They focus on the channels where your customers already spend time and where your brand can show up in a meaningful way.

For some businesses, TikTok will be a great opportunity. For others, platforms like LinkedIn, search, or email marketing will drive far better results. The key is building a strategy that connects with your audience and supports long-term brand growth.

If you’re trying to decide where to focus your marketing efforts, our team can help. From social media strategy to SEO, content, and PR, Green Apple Strategy works with organizations across industries to develop smart, practical marketing plans that actually move the needle.

Explore our portfolio or reach out to start the conversation.

5 Tools to Manage Your Social Media Marketing Strategy

In the B2B world, social media is a powerful tool for building authority, connecting with customers, and driving revenue. But with the ever-evolving landscape of platforms, algorithms, and user behaviors, staying on top of the trends is overwhelming. You also have to balance content that’s helpful with content that’s sales-oriented. The good news? There are dozens of social media marketing tools that can help you organize ideas, strategize, create images, post content, and measure results. The challenge is identifying the right mix of tools without wasting time or resources.

At Green Apple Strategy, we believe part of our responsibility is to equip you with the essential information you should know. We’ve asked a member of the Green Apple Orchard, Kristina Iaccarino, a global social media strategist, to share her insights on the essential tools and trends shaping the industry in 2025 and beyond.

The New Social Media Toolbox: Essential Tools for 2025 and Beyond

I’ve seen firsthand how much the social media landscape has changed in the past couple of years. Now, posting is centered around strategy, data, and efficiency. Today, almost every platform has AI integrations, and our clients should understand that AI is not just a “nice to have” anymore. It’s a standard expectation for efficiency and personalization. 

Here are five categories of tools you need to know about in 2025:

1. All-in-One Social Media Management: Build Your Social Command Center 

These platforms streamline your workflow by combining scheduling, publishing, community management, and analytics into a single dashboard. 

  • Agorapulse: This is my platform of choice at Green Apple. It’s popular with agencies and mid-sized teams because of its intuitive scheduling and publishing, unified social inbox, and advanced analytics. It lets me plan, create, and schedule content across platforms, saving time and ensuring consistent messaging.
  • Sprout Social and Sprinklr: For larger organizations, these platforms offer enterprise-level features and global-scale collaboration. I personally love Sprinklr because it allows me to analyze audience behavior by gauging their mood or identifying specific user traits through their emojis, keywords, and other signals. 
  • Airtable: Airtable is another platform for campaign planning. It’s now enhanced with AI-driven automations, content brief generation, and performance summaries.
  • Later: Later is also one of my favorite social media management tools because of its user-friendly interface and easily accessible analytics. It’s especially popular with B2C brands that utilize influencer marketing.  

While Sprout Social is still a great option, many teams, including our own, now rely on tools like Agorapulse and Sprinklr.

2. AI-Powered Content Creation and Design: Simple Tools for Making Stunning Content 

Images and visuals have become increasingly important in social media content. Luckily, AI is making it easier than ever to create professional and compelling graphics and videos.

  • ChatGPT: ChatGPT has become one of the most popular AI tools for marketers. When it comes to social media management, we’ve found it can be particularly helpful for idea generation, tone adjustments, and drafting customer response ideas.
  • Canva: This remains my go-to for design. Its vast library of templates, graphics, and fonts allows our team to create professional visuals quickly. Now, with AI video templates, instant resizing, and content generation, it’s a powerful tool for maintaining consistent branding without a professional designer on staff.
  • CapCut: As a leading short-form video editor, CapCut is a great tool for creating engaging videos. It now offers AI captioning, trend-based templates, and automated editing features. The Pro account also includes commercial sounds and music, making it easy to create videos for brands without worrying about copyright issues.

3. SEO and Discovery: Mastering the Art of Social Searching

Social platforms like Instagram, TikTok, and YouTube also function as discovery engines. Users now find content through searches in addition to algorithms. It is no longer enough to rely solely on hashtags. With that in mind, tools like Semrush and Flick are crucial for maximizing your social content’s organic reach.

  • Semrush: Originally an SEO tool, Semrush has evolved into a vital resource for social media. It helps me with keyword research, trend analysis, and understanding how audiences discover content. It helps bridge the gap between social strategy and long-term organic visibility.
  • Flick: Flick is my favorite tool for social media hashtag and keyword strategy. It also provides AI-powered content ideas and caption suggestions, making it a double win for increased reach and faster execution.

4. Influencer Vetting and Partnerships: Choosing Partners That Deliver Real Results

Influencer marketing continues to grow, with authenticity playing an increasingly important role. It’s important to make sure partnerships are both creative and supported by reliable data.

  • HypeAuditor: This tool provides detailed analysis of influencer accounts, including audience demographics, engagement quality, and potential fraud detection. HypeAuditor’s insights help brands and agencies ensure they’re working with the right influencers and getting the most out of their partnerships.

5. AI Video Generators: Making Videos on Demand

AI video generators enable the conversion of scripts into polished videos within minutes. These tools can save production time and reduce costs.

  • Synthesia and Runway: These platforms can transform a script into a professional-looking video with an AI-generated avatar. This technology can be a huge time-saver for producing educational content, explainers, or internal videos. But as I always tell our clients, “It’s important to remember that some platforms, like YouTube, prioritize authentic native videos. Heavily relying on AI video generators has a downside.” 

How to Choose the Right Social Media Tools for Your Business

The sheer number of available tools can be overwhelming. But at Green Apple Strategy, we believe the right approach is to choose a tool stack that fits your specific business size, budget, and goals. Think of it like planting a garden: you need the right tools for your specific seeds, soil, and climate.

  • Define Your Needs: Do you need an all-in-one solution or specialized tools? Are you focused on brand awareness or lead generation? Your goals will determine which tools are best for you.
  • Consider Integration and Ecosystem: Brands are often overwhelmed by having too many tools, but the best tools work together seamlessly. For example, some management platforms integrate with design tools, and reporting dashboards pull data from a variety of sources. Building a streamlined stack instead of using tools in isolation can give you a better picture of your impact. 
  • Prioritize Performance: Tools should not just make your life easier; they should also help you prove a return on investment (ROI). Make sure the tools you choose offer strong analytics and reporting features that help you connect your social media efforts to specific outcomes.

Beyond the Post: A Guide to What’s Next for Your Brand

At Green Apple Strategy, we recognize you don’t have the time (or even the interest) to keep up-to-date on the latest marketing tools. Our responsibility as a marketing agency is to serve as a trusted guide. We can help you select the right tool stack for your business and build a social media strategy that delivers real results.

Ready to get smarter about your social media? Contact us today to learn how we can help.

Crack the Social Media Code: Data-Driven Strategies to Boost Engagement

Do you ever feel like you’re shouting into the social media void? You spend countless hours crafting engaging content only to wonder if it’s making any difference at all. We understand!

Developing an effective social media strategy—one that fosters genuine engagement with your audience—can be a frustrating challenge for businesses of all sizes. We believe the key is in a two-pronged approach: identifying the right platforms for your brand and constantly refining your social media strategy based on data-driven insights.

The good news? Data can be your social media superpower. Understanding how your audience interacts with different platforms allows you to tailor your content and tactics for maximum engagement. In this blog post, we’ll delve into some of our favorite data-driven best practices for conquering the major social media platforms: Facebook, Instagram, LinkedIn, and TikTok.

Facebook: Where Conversation Reigns Supreme

While Facebook might not be the shiny new toy anymore, it remains a powerful platform for connecting with your audience. Here’s how to maximize engagement:

  • Know Your Audience and Tailor Content: Ever feel like you’re talking to a brick wall? Understanding your follower demographics and interests is crucial. Utilize Meta Audience Insights to tailor your content to resonate with their specific needs and preferences. Think of it like attending a party—you wouldn’t talk stocks with someone clearly there for dancing, right? You’d get out on the floor and dance alongside them!
  • Focus on Video Content: Attention spans are shorter than ever, and Facebook users are hungry for engaging visuals. Wyzowl reports that video content on Facebook generates five times more engagement than image-based content. Experiment with live videos to answer real-time audience questions, use explainer videos to showcase your product or service, and feature user-generated content of your brand in action. People love seeing themselves reflected in the brands they follow!

  • Respond to Comments and Messages: Social media is a two-way street. Maintain an active presence by responding to comments and messages promptly. Sprout Social found that 69% of customers expect brands to respond to their social media messages within 24 hours. It’s a small gesture that goes a long way in building trust and fostering loyalty.

Instagram: All About the Visual Story

Instagram is a visual playground, perfect for showcasing your brand personality and connecting with your audience on a more personal level. Here are some data-driven tips to take your Instagram game to the next level:

  • Optimize Post Timing: When it comes to Instagram, timing is everything! Sprout Social found that the best times to post on Instagram vary by industry but generally fall between Tuesday and Thursday, with peak engagement times between 10 AM and 2 PM CST. Don’t have time to manually post during these peak hours? Utilize social media scheduling tools to ensure consistent posting and maximize your reach.

  • Embrace Reels and Stories: Short-form video content reigns supreme! Instagram reports that Reels generate significantly more engagement than feed posts. Think bite-sized tutorials, behind-the-scenes glimpses, or even humorous skits showcasing your brand’s personality. And don’t forget about Stories! These disappearing snapshots allow for real-time interaction with your audience. Leverage features like polls, quizzes, and questions in Stories to boost audience interaction and start a conversation.

  • Use Hashtags Strategically: Hashtags are a powerful tool for discovery, but using too many or irrelevant ones can hurt your reach. Aim for a mix of popular, niche, and branded hashtags to reach a wider audience while staying relevant to your content. Research and select hashtags that are relevant to your content and target audience. Simply Measured reports that posts with at least one hashtag average 12.6% more engagement than those without.

LinkedIn: Building Your Thought Leader Status

LinkedIn is the professional network where you can establish yourself as an industry thought leader and connect with potential clients and partners. Here are some tips to leverage data and drive engagement on LinkedIn:

Turning Up the Volume on TikTok

TikTok, the short-form video platform, has exploded in popularity, especially among a younger demographic. If you’re wondering how to use TikTok for marketing, here are a few ways to leverage the most recent data and create engaging content for the TikTok audience:

  • Authenticity is King: If you want to make the most of TikTok, ditch the overly produced videos and showcase your brand’s personality with a human touch. Statista reports that 90% of TikTok users prefer more authentic content. Let your brand voice shine through, embrace humor, and don’t be afraid to show the real people behind your business.

     

  • Leverage User-Generated Content (UGC): A recent article from Klaviyo highlights that 40% of TikTok users consider UGC “extremely” or “very” important when making purchasing decisions. One way to unleash the power of user-generated content is to encourage your audience to create and share content featuring your brand. This could be anything from product reviews or tutorials to funny dance challenges related to your brand.

     

  • Focus on Short-Form Video Content: Keep it short and sweet! Studies by HubSpot suggest keeping videos under 1 minute for optimal performance. TikTok is all about quick, engaging clips that capture attention fast and leave viewers wanting more.

     

Let Us Craft Your Social Media Symphony

Social media is a dynamic landscape, and the key to success lies in understanding your audience, adapting your strategy, and consistently delivering valuable content. By implementing these data-driven tips and staying true to your brand story, you can crack the social media code and cultivate meaningful engagement across all platforms.

If you feel overwhelmed by the complexities of social media marketing, don’t despair! Here at Green Apple Strategy, we have a team who can help you develop a winning strategy, create captivating content, and manage your social media presence across all platforms. Reach out to us today to learn how we can help you create a social media symphony that resonates with your audience and drives significant results for your business.

How To Hone Your Social Media Strategy

Social media is a powerful marketing tool, but it can be challenging to plan and execute successfully. Because there are so many different platforms with changing algorithms, it can be a challenge to make content choices that resonate with your audience. Although it may seem complex, the best practices of content creation also apply to social media. In this blog, we wanted to get back to basics, reminding you of the simple but effective way you can cut through the noise and consistently engage your audience. 

Define Your Target Audience

If your content doesn’t resonate with your audience, it’s missing the mark. But the best way to determine what might increase follows, clicks, and shares is to have a solid concept of who your audience is. Your target audience is the group of people most likely to be interested in your product or service. Take a moment to clarify who that is. If you’re working with a marketing agency, they should be able to tell you who is most interested in your brand, including demographic features like geographic location, income bracket, and interests. With this information in hand, you can tailor your content more accurately to address the needs of your potential customers. 

Figure Out Where Your Audience Is 

Defining your target audience will also help you to know which social media platforms to focus on. If your audience is on TikTok, posting on LinkedIn won’t reach them. Determine the platforms your clients and customers prefer before creating content for them. Defining your target audience will also help you to know which social media platforms to focus on. If you’re feeling a little confused about how to determine this, our recent blog can help you identify which platforms are right for your business.

Create Engaging Content 

When it comes to creating engaging content, let your target audience, brand goals, messaging, and brand voice help guide you. Varying content to include infographics, photos, and videos is essential. It can be easy to get carried away, investing in content or formats that don’t resonate with your audience. Remember to engage in self-reflection to accurately assess your approach. What might grab someone’s attention? Don’t be afraid to conduct research on competitors or other accounts your audience is following. Other brands and influencers can give you creative ideas about how to effectively present your content. There are dozens of social media marketing tools that can help you organize ideas, strategize, create images, post content, and measure results. Take a look at this blog to read about the five tools we’ve come to rely on over the years.

Identify Your Benchmarks and Goals

Katie Shayotovich, one of Green Apple’s Marketing Strategists, always makes it a priority to research and identify industry benchmarks for each client she manages. 

“Looking up benchmarks for your industry can help you understand if your engagements and impressions are hitting the mark. For example, here are higher education benchmarks for 2023. These benchmarks can help a brand determine what their realistic goals should be and help strategize content ideas.”

It’s important to set goals and strategic pillars for your content, and accurate benchmarks can help you set realistic and achievable social media goals. These goals can then help you assess how content is performing. Part of your goals should also be deciding what you want prospects to do when they interact with your social media presence. Do you want to build brand awareness? Drive them to the website? Fill out a contact form? Share your content and increase your social media reach? What helps you turn a lead into a customer? The answer will be different for every organization.  

Review Analytics Monthly 

Take a step back and look at the analytics. Longitudinal data from previous months or years will equip you with meaningful insights that can guide your future content creation. Understand what performed best and adjust your strategy accordingly. 

Determine how often you want to assess your reports for actionable data. We recommend reviewing reports monthly, but you can also check your analytics throughout the month as needed, especially if you notice a large spike or drop in engagement. If you’re brand new to social media reporting, this analytics template is a great starting point. But don’t get too caught up in the granular, shifting details. Instead, take a holistic viewpoint when it comes to assessing data. 

“These days, the follower count doesn’t matter as much. Growing your followers is important, but it doesn’t determine an account’s success. This is a common misconception I run across often. When reviewing analytics, your community and engagement numbers are more important and a better way to determine how engaged your audience is,” Strategist Katie Shayotovich explains.   

She also recommends conducting an in-depth quarterly digital marketing audit to identify opportunities that can keep your brand even further ahead of the curve. 

Let Us Help You With Your Social Media Strategy

Honing your social media strategy is an ongoing process that requires adaptability and a deep understanding of your audience.  If you need some guidance and support from marketing and PR experts, we’d love to help you set and reach social media goals that can move the needle on your brand recognition. Reach out any time to start the conversation. 

How Businesses Can Use TikTok for Marketing

Photo of a phone on TikTok's TikTok profile on the screen

There’s no denying that TikTok has become the social media platform that’s garnished the most attention within the past couple of years. And it looks like it will continue to be one of the B2B social media trends in 2023 that businesses should consider. Whether you personally love it or hate it, business leaders and marketers are wrestling with the question, “Does our company need to be on TikTok?” 

As with any social media platform, investing in TikTok for marketing really comes down to whether it can help you reach and cultivate relationships with your potential customers. It’s also important to note that TikTok will continue to change and evolve as more innovations roll out, so you’ll have to stay updated on the changes to this platform.

4 Ways Businesses Can Use TikTok for Marketing

As we’ve worked alongside clients to determine how they can use TikTok for marketing, we’ve found a few helpful tactics that seem to work best for businesses. If you’re looking for a way to leverage TikTok for your brand, here are a few ideas to consider based on the latest trends: 

1. Post Educational Content 

TikTok can be a great way to educate current and potential customers with helpful insights about your products, services, or industry. According to Vidyard’s 2021 Video Benchmarks report, the most common types of business videos are product demos, followed by how-tos and explainers. Because of its visual nature, TikTok provides a way for you to create informational videos at a relatively low cost. You don’t have to invest in expensive cameras or editing software if you have someone with an engaging personality who is good at keeping people’s attention and teaching your audience. 

2. Find Your Target Audience 

One of the unique features of TikTok is the subcultures and threads that have been created around specific industries and areas of interest. For example, #BookTok and #MoneyTok are two distinct subcultures that make it easy for users to connect with like-minded people who share their interests and passions. One of the best ways to reach new customers on TikTok might be to invest time in developing a presence in a particular subculture that aligns with your business or industry. 

3. Invest in Influencer Marketing 

Sometimes the best TikTok strategy isn’t creating your own content but instead partnering with influencers who have already built an audience. The platform has proven to be a creative incubator for rising thought leaders and industry influencers. If you recognize that there is potential in reaching your target audience on TikTok, but you don’t have the time or resources to launch your own channel, it’s worth exploring how to identify and connect with influencers to promote your brand.  

4. Share “Behind-the-Scenes” Content 

In addition to providing the opportunity to educate customers, TikTok is also a social media platform that can humanize your brand. While every social media platform was created to help humans connect with one another, content that businesses create for Facebook, LinkedIn, and Twitter can still feel very corporate and sterile. In many ways, TikTok opens the door to reconnecting with your audience in a way that feels authentic and not overly formal. You might consider sharing “behind the scenes” content for your brand or creating a “day in the life” video that features an employee. You can also collaborate with current customers or community members to feature their videos on your profile.

Social Media Best Practices when Using TikTok for Marketing

As with any social media platform, it’s important to understand what makes marketing on TikTok effective. Here are a few basic best practices to follow when creating videos for TikTok: 

1. Make sure your content is authentic and represents your brand.

Becoming a thought leader in your industry requires authenticity and approachability, but don’t take yourself too seriously. Humorous, light, fun content works really well on TikTok. 

2. Engage with your followers so they feel valued. 

One way to increase engagement is to interact with your audience directly on the platform. People love to feel valued and heard.

3. Use data to consistently evaluate your investment. 

While you may not experience instant success, it’s important to always ask yourself, “Is this helping us work towards our larger marketing goals and objectives?” Asking the right questions to evaluate your social media content is an important way to make sure you’re maximizing your ROI.  

4. Test often to see what works and what doesn’t. 

You may be surprised by which ideas work and which ones fall flat. Don’t be afraid to experiment. 

While we don’t recommend TikTok to every client, it might be the best way for your business to get outside of your comfort zone this year. Once you’re ready to dive in, don’t forget to use TikTok Analytics to evaluate the success of your social media strategy and identify the type of content that can get you the greatest results.

B2B Social Media Strategy in 2025: What Actually Converts

Phone with Instagram Aanalytics on the Screen

Feeling like your B2B social media strategy is stuck in 2020 while the world’s moved on? You’re not alone. For small to mid-sized B2B companies, especially those with lean marketing teams, the thought of keeping up with the ever-spinning social media carousel can feel downright overwhelming. But here’s the good news: 2025 isn’t about doing more social media; it’s about doing it smarter.

In this article, we’re taking a look at what’s shaping B2B social media in 2025 — and how you can stay ahead. 

Timeless Principles to Drive Results on Social

Before diving into the trends, remember this: Not every platform or trend is right for every brand. Your social media strategy should reflect where your audience spends their time and how they prefer to engage. Every B2B business needs to focus on quality over quantity and commit to building trust, not just driving traffic.

Here are a few questions to ask about your brand’s approach to social media:

  • Are we showing up on the platforms where our audience spends time?
  • How can you post with purpose rather than just fill a content calendar?
  • Are we using social media to cultivate long-term loyalty by building relationships and trust, or are we more focused on short-term metrics? 

Integrating 2025’s leading trends into a thoughtful, customer-focused strategy is key to building a social media presence with lasting impact.

​​7 Social Media Trends for B2B Brands in 2025

1. Employee-Generated Content Is the New UGC

User-generated content (UGC) is still powerful, but in 2025, employee-generated content (EGC) is stealing the spotlight. This includes behind-the-scenes videos, employee spotlights, and first-person posts from your team.

Why does it work? Because trust matters. According to LinkedIn, content shared by employees receives 2x higher engagement than when it’s shared by the brand itself. Edelman’s 2024 Trust Barometer found that employees are seen as more credible than CEOs when it comes to sharing company news.

Pro tip: Encourage employees to share their experiences, highlight team culture, and participate in branded content. It’s a win-win for recruiting and brand visibility.

2. The Reign of Video Continues (But Gets Smarter)

Video content has been a dominant force for years, and its importance for B2B isn’t slowing down. In 2025, expect a greater emphasis on short-form, digestible video for quick information sharing and engagement, alongside longer-form, value-packed webinars and expert interviews for deeper dives. Think engaging explainer videos, behind-the-scenes glimpses, and easily shareable industry insights. Platforms like TikTok, YouTube Shorts, and even incorporating video into Twitter/X are becoming increasingly vital for B2B video strategies.

Pro Tip: Batch-produce short-form videos from webinars, podcast clips, or blog posts to maximize your content mileage and keep your feed fresh.

3. The Rise of Niche Communities and Thought Leadership Hubs

Generic social media engagement is becoming less effective. In 2025, B2B success will hinge on building and participating in niche communities focused on specific industries, pain points, or areas of expertise. Platforms like LinkedIn Groups, industry-specific forums, and even smaller, curated communities on platforms like Slack or Discord will be crucial for fostering deeper connections and establishing your brand as a thought leader. Sharing valuable insights, participating in discussions, and offering genuine expertise will be key.

Pro Tip: If you want to elevate your LinkedIn presence, don’t just join industry groups—actively contribute insights, answer questions, and share relevant resources to establish credibility and connections.

4. The Power of Authentic Influencer Marketing (Micro > Mega)

Influencer marketing isn’t just for consumer brands—it continues to prove its value in the B2B world. In 2025, we’re seeing a strategic shift: more brands are partnering with micro-influencers over mega names. And for good reason.

Micro-influencers—accounts with smaller but highly engaged followings—often have deep expertise in niche markets and carry a level of trust that’s harder to find with bigger names. They feel more accessible and relatable, which leads to higher engagement and a better ROI. That said, we’d also suggest that there is a time and place for major influencers—especially if your goal is to build broad brand awareness or reach new audiences quickly. The key is to align the right voice with your message and goals.

Pro Tip: Experiment with creating “influencer-style” content like expert Q&As, LinkedIn Lives, or co-branded blog posts with industry voices your audience respects.

5. Leveraging Data and Personalization for Hyper-Relevant Content

Spray-and-pray social media is a thing of the past. In 2025, successful B2B social strategies will be heavily reliant on data analytics to understand audience behavior, preferences, and pain points. This data will then fuel the creation of highly personalized and relevant content that resonates with specific segments of your audience. Think tailored content for different industries, job titles, or stages in the buyer’s journey.

Pro Tip: Use platform analytics and CRM data to create segmented content calendars that speak directly to different buyer personas or stages of the funnel.

6. Make It Feel Real with Experiential Social Content

One of the most fascinating trends shaping social media in 2025 is the rise of experiential marketing—and it’s making its mark in the B2B space, not just B2C.

Experiential marketing is built to make people feel something. It’s emotional, immersive, and often oversized in the best way. And while you might think of big in-person events or pop-ups when you hear “experiential,” today’s social media platforms offer a huge opportunity to recreate that feeling digitally.

Think about how brands like Rhode (Hailey Bieber’s skincare line) use lifestyle imagery, mood-driven video, and emotionally resonant content to go beyond just selling a product. They’re creating an experience—a feeling their audience wants to be part of.

B2B brands can do the same by shifting from transactional posts (“Here’s our new feature”) to immersive storytelling.

Pro Tip: Use storytelling, music, motion, and imagery to make your content feel bigger than the screen. Let people imagine themselves in the moment, and let your brand be the one that brought them there.

7. The Evolution of LinkedIn as a B2B Powerhouse

If there’s one platform that continues to grow as a powerhouse for B2B marketers, it’s LinkedIn. But here’s what’s really interesting in 2025: LinkedIn is evolving.

While it’s still the go-to space for professional content, it’s also becoming more personal—and more human. We’ve heard this straight from LinkedIn reps: the platform is actively encouraging more authentic, relatable content. You can see this firsthand. These days, your feed might include everything from product updates and company milestones to personal reflections, vacation photos, or even career pivots.

The takeaway? B2B audiences crave connection just as much as they crave insight. The most effective brands on LinkedIn aren’t just broadcasting—they’re building community.

Pro tip: Think beyond the brand page. One of the most powerful ways to gain traction on LinkedIn is to empower your employees to create content, share posts, and engage with your industry.

8. AI is Changing the Game

AI tools like ChatGPT, Jasper, and Canva’s Magic Studio are helping marketers create social content faster than ever, freeing up marketers to focus on higher-level strategic initiatives and authentic engagement. But while AI can speed things up, human connection is still what sets your brand apart. It’s important to find a way to bridge the gap between authenticity and efficiency. 

Pro Tip: In 2025, we’ll see more brands using AI for ideation, formatting, and repurposing. Use these tools intentionally, and remember to let your people, your stories, and your values drive the message.

Final Thoughts: Let Your Marketing Strategy Lead the Way

Social media is a communications tool and a brand-building engine. When your marketing team takes the lead, social becomes more than just posts and hashtags. It becomes a strategic platform to:

At Green Apple Strategy, we help businesses build smart, strategic marketing plans that align with your goals and work. If you’re ready to take your B2B social media to the next level in 2025, get in touch with our team and learn more about our strategic planning services.

How to Identify Influencers that Fit Your Brand

“Meeting your customers where they are” is an essential principle for effective marketing. Influencer marketing has become one of the most effective ways for brands to achieve that goal. It has become an integral part of marketing plans for both B2B and B2C companies, and there have been numerous studies on its effectiveness. 

  • 75% of companies plan to allocate more of their content marketing budgets toward influencers. (Source)
  • 51% of marketers say influencer marketing helps them acquire better customers. (Source)
  • 60% of consumers have been influenced by social media or a blog while shopping. (Source)
  • 95% of brands using B2B influencer marketing report that it has helped increase brand reputation and brand awareness. (Source)

Before you invest in influencer marketing, you need to lay the groundwork for your campaign to succeed. Identifying the right person to help you reach potential customers is key to effective influencer marketing. Here are a few helpful tips to help you identify influencers that fit your brand:

1. Know your target audience.

The first step in any effective marketing campaign is to identify your target audience, especially when it comes to influencer marketing. You want to know who you are trying to reach, what they value, and what problems they face on a daily basis. Doing this preliminary research will save you time and money by finding influencers who speak to those who are the most likely to find interest in your brand.

2. Use an influencer database or list to identify potential partners.

You may not know the best influencers to reach your target audience. The good news is that there are numerous tools that can help you eliminate the time-consuming process of searching for influencers on social media. At Green Apple Strategy, we’ve used platforms such as obviously and Mavrck to manage influencer marketing for our clients. These tools allow you to browse influencers available for partnerships while getting a sense of their audience and reach.

3. Find influencers who share your values and believe in your mission.

Finding an individual who really believes in what you’re doing makes a difference. As you look to identify the right influencer, it’s important to ensure whoever you work with wholeheartedly believes in your brand’s values and will accurately represent your brand to their followers. Working with an influencer who shares your values and mission makes the partnership a lot more enjoyable. It also makes a difference in the authenticity of the content they create for your brand.

4. Consider the quality of their content, not just the quantity of their following.

Audience size matters in influencer marketing, but engagement and quality are also important factors to consider. Don’t discount the importance of micro-influencers. Spreading out your influencer budget can allow you access to several different communities. Working with influencers also means giving them the creative freedom to make content for your brand. As you’re narrowing down your list of partners, consider:

Is their content well thought out? Does it feel genuine? Are people actively engaging? Is there a noticeable difference in engagement when an influencer shares an ad versus a post that isn’t sponsored?

These questions can help you identify influencers with genuine credibility. 

Looking to Incorporate Influencer Marketing into Your Strategy?

At Green Apple, we’re constantly evaluating the latest marketing trends and determining how to incorporate them into our clients’ strategies. We love answering questions like, “Does our company need TikTok?” 

If you’re curious about the impact that influencer marketing can make for your brand, our team can help find influencers that fit your brand. We won’t build your marketing around the latest marketing trends—but we’ll help you maximize a platform’s potential if we believe it’s a good fit for your brand. 

What are Social Infographics and Why Do You Need Them?

Social media logos on phone

The social media landscape is constantly evolving and changing. One of the newest and most impactful trends? Social infographics. According to the latest research, the average attention span on the platform for video content is just about 2 seconds. On a desktop computer, the average attention span is 2.5 seconds. On a mobile device, it is 1.7 seconds.

Platforms like Facebook, LinkedIn, Instagram, Twitter, and Tik Tok are all valuable ways to stay connected to your audience. And yet, it’s become increasingly clear that your audience’s attention on social media is getting shorter and shorter. Social infographics provide a solution.

What are Social Infographics?

Social Infographics are short-form, visually-engaging content. They are designed to communicate a message as quickly as possible. There are many different forms of social infographics, including photos, videos, or micro-videos. In essence, social infographics are intended to be quick, easy to digest, and convenient to share. 

Why is Short, Image-Driven Content Important? 

Here are a few specific ways social infographics have become an effective way to create engagement for brands in every industry:

  • Social infographics are easy to digest. In an age of information overload and busy work lives, effective communication often requires the essence of the message to be delivered in the shortest time possible. 
  • Social infographics are incredibly effective on mobile devices. According to Google, more than 50% of web traffic comes from mobile devices. Social infographics are often created with mobile in mind, so they quickly capture an individual’s attention as they’re scrolling on their phones. 
  • Social infographics are more memorable. According to Forbes, adding infographics boosts credibility since 90% of all information we remember is based on visual impressions. Social infographics provide a way to help the content you create stick in the minds of your audience. 

 

Easy Ways to Create Social Infographic Content

One of the best things about social infographics is that you don’t have to look far to create countless content ideas. Here are a few specific ways we’ve worked with clients to create infographics for their social accounts:

Today’s consumers are craving short, easily-digestible content. (No pun intended.) Social infographics are a great way to create engagement and get the most out of your content. Take some time to think about the unique ways you can repurpose content into short, visually engaging content and discover the impact it can make on your content marketing efforts.

How To Upgrade Your LinkedIn Profile

linked in logo on an app icon

LinkedIn has always been the premier social media network for business professionals. But in recent years, LinkedIn has become a powerful marketing tool for businesses in every industry. While it’s important for brands to have a strategy for getting the most out of their LinkedIn page, equipping employees to elevate their personal LinkedIn profiles has become equally important.  

Your LinkedIn profile is important because it both represents employees as individual professionals and it can represent your company as a whole. Your profile can be a tremendous asset for someone who is deciding whether or not to do business with you or to accept a position at your company. If you work in customer relations, your profile can give clients in your portfolio confidence that you know how to take care of their needs. That’s why it is important for your marketing company to support employees on LinkedIn by sharing best practices and ideas for your employees to optimize their profiles. 

How to Upgrade & Improve Your LinkedIn Profile

If you’re responsible for marketing or business development, here are a few simple tips you can share to help your co-workers create compelling LinkedIn profiles. 

1. Choose a professional profile picture.

Your picture makes a big first impression on your profile. A professional headshot is ideal, but we realize finding a professional photographer isn’t always easy or affordable. 

Just because you don’t need an image taken by a professional doesn’t mean your picture shouldn’t be professional. Taking a high-quality photo on your smartphone doesn’t have to be complicated. Find a simple background and have someone take your picture for you. According to LinkedIn, you should aim for your face to take up about 60% of the image once it’s cropped.

2. Highlight the impact you’ve made in the headline. 

Your headline is the first thing that people see after your picture, so you want it to catch people’s attention. (It will default to your most recent job title if it’s not altered.) 

  • Start by adding your title and any relevant auxiliary roles (ex. speaker, author, nonprofit involvement, etc.)
  • Include relevant industry keywords
  • Add a value proposition statement about how you help people 
3. Write a compelling profile summary. 

Your summary is where you can really show your personality and share your story. It doesn’t need to be complicated, but it should be compelling. Rather than re-stating your resume or work experience, use your summary as a way to define yourself in your own words. Whether you use it to describe your unique calling or skill set, provide context for your career choices, highlight your biggest achievements, or show off your personality, the summary is your chance to share who you are in a way that is more personal and approachable.

4. Know your audience and what will get their attention.

As you craft your profile, think about who will be reading it — potential clients, new business opportunities, or future employees. Are there certain skills or areas of expertise they would want to know about? Once you have an idea of what readers might want to see, you can use these keywords in your headline, summary, experience, skills, and anywhere else they make sense on your profile. 

5. Use the features section to show off your best work. 

The features section on LinkedIn allows you to showcase media, links, and LinkedIn articles and posts at the top of your profile. This is a great way to highlight your expertise and skills in action. It could consist of a recent blog post you wrote, a presentation you’ve given, or a portfolio of your recent work. 

6. Ask for recommendations from recent clients.

It’s helpful for potential leads to see how you’ve helped other people. This is where recommendations can really enhance your credibility. Think of 2-3 people who have benefited from your work and ask if they’d be willing to write a recommendation. Many times offering to write a recommendation for them is a great way to return the favor.  

7. Engage regularly through posting and commenting.

Marketers know that consistent engagement is essential for producing results. While you don’t have to post every single day, it’s important to showcase consistent activity by writing posts and engaging with others. Set a recurring reminder on your work calendar to add a post or interact on the site for a set amount of time. If you don’t feel ready to write your own posts just yet, start with commenting. This will help humanize & upgrade your LinkedIn profile and show readers you’re actively connected to others. 

Your LinkedIn content has the power to paint a picture for your clients, prospective employees, and anyone coming in contact with your brand. Our hope is that these three marketing best practices will help you upgrade your LinkedIn profile in a way that benefits you and your business.

7 Ways to Elevate Your Personal LinkedIn Profile

There’s no denying that LinkedIn is one of the most powerful social media platforms for marketers and business development professionals. If you’re a B2B brand, LinkedIn is no longer an optional platform. With more than 310 million monthly active users, it’s becoming harder to cut through the noise. The good news is that it doesn’t take a lot of time or energy to elevate your personal LinkedIn profile. 

7 Ways to Elevate Your Personal LinkedIn Profile

Taking the time to encourage employees to optimize their personal LinkedIn profiles can make a tremendous difference for your company. As we’ve helped clients optimize LinkedIn as a marketing tool, here are a few tactics we encourage them to pass along to their employees:   

  1. Create a Compelling Headline

LinkedIn provides an opportunity for people to quickly explain what they do at the top of their profile. While most people use this as another way to highlight their job title, it can be a quick and easy way to boost your profile’s impact. Think about your headline as a way to explain your current role, what it means to you, and how you could help someone who might be visiting your profile. 

  1. Focus on your Impact in your Descriptions

Your description is often the second place people look to learn more about you. This is another opportunity to be intentional about capturing attention. Rather than summarizing your resume, think about what people might want to know. How have you made an impact in your industry? What are some specific ways you help people? Answering these questions in your description is a great way to make your profile stand out from the general descriptions that most people write. 

  1. ​​Regularly Post Engaging Content 

LinkedIn marketing requires consistency, creativity, and originality. Take a look at your LinkedIn home page and evaluate the posts that receive the most engagement. Most likely, it’s an interesting mix of helpful insights, personal updates, and engaging questions. While you don’t need to post on LinkedIn every day, it’s important to share updates if you want to maintain a high engagement rate on LinkedIn.

  1. Add Awards or Accomplishments

Bragging on social media can sometimes get a bad rap. But taking time to highlight your awards or accomplishments can be an effective marketing tactic, especially for sales professionals. You want your prospects to know that you’re capable of getting them the results they’re looking for. LinkedIn provides a natural place for you to highlight your awards and accomplishments without seeming overly boastful. 

  1. Ask for Recommendations 

Recommendations are key to making your LinkedIn profile stand out. Employers and potential business partners want to know that you have a positive reputation and that others have benefited from your work. Think of one or two customers who might validate your work and ask them to write a quick recommendation. Consider writing on their profile to help them out as well. 

  1. Strategically Use Hashtags to Expand Your Reach 

Hashtags are a completely underused feature of Linkedin. These short phrases do more than summarize what your particular post is about. They’re also a way to connect with other people who are interested in that topic. Best practices say to use about three to five hashtags per LinkedIn post and ensure they’re all relevant to the topic.

  1. Interact with Content in Your Industry

Are you following leaders in your industry? Keeping up with individuals who post thought-provoking content is a great way to discover and connect with others in your industry. It also enables you to stay on top of industry trends and share relevant information with other prospects. 

Leverage LinkedIn for Personal and Professional Growth

LinkedIn is a powerful sales and marketing tool that’s easy to use. If you’re looking for a way to optimize your profile or your employee’s profile, consider using LinkedIn’s Profile Level Meter to evaluate the strengths and weaknesses of your profile. Then, take some time to check out some lessons we learned from doubling Green Apple’s LinkedIn profile presence.