B2B social media has developed from a nice-to-have into an indispensable cornerstone of contemporary B2B advertising and marketing. As companies navigate the complexities of 2025 and past, social media platforms—significantly LinkedIn—have develop into important channels for constructing model presence, fostering significant connections, and driving sustainable progress.
The report evaluation proves that B2B social drives engagement and lead technology; some methods are extra impactful than others.
Social media’s potential to interact skilled audiences, showcase thought management, and generate high-quality leads is crucial to any profitable B2B advertising and marketing technique.
Oktopost’s complete evaluation of 9,346 LinkedIn firm posts from January to October 2024 reveals fascinating insights into the fragile steadiness between engagement and site visitors technology.
The research uncovers key patterns in post-performance, timing optimization, and content material technique that may considerably influence a B2B model’s social media success.
Analysis Methodology
The examine examined posts from 5 B2B manufacturers, analyzing efficiency metrics together with:
- Impressions and attain per submit
- Engagement charges
- Hyperlink click on charges
- Content material kind efficiency
- Posting time effectiveness
Key analysis findings
Put up distribution
The information reveals a strategic steadiness in posting approaches:
- 4,620 posts with out exterior hyperlinks (49%)
- 4,726 posts with exterior hyperlinks (51%)
Efficiency metrics
Posts with out exterior hyperlinks achieved:
- 8.89% common engagement fee
- 150 common engagements per submit
- 1,688 common impressions per submit
Posts with exterior hyperlinks delivered:
- 5.01% common engagement fee
- 94 common engagements per submit
- 19 common clicks per submit
- 1,877 common impressions per submit
Content material kind efficiency
Social media managers create posts with numerous content material connected to them with or with out exterior hyperlinks. These are the general key findings by content material kind.
Posts with texts solely
- 4,682 common impressions
- 3,670 common attain
- 171 common engagements
- Peak efficiency in July (5,659 impressions)
Posts with picture galleries
- Highest engagement fee at 23.2%
- 5,356 common impressions
- 1,243 common engagements
- Greatest efficiency in July with 2,134 engagements
Posts with carrousels or PDFs
- 16.4% engagement fee
- 3,799 common impressions
- 623 common engagements
- Sturdy efficiency in July and October
- Wonderful for in-depth, academic content material
Posts with video attachments
- 1,342 common impressions
- 67 common engagements
- 5.0% engagement fee
- Greatest efficiency in October for engagement
Put up with exterior hyperlinks
- 2,356 common impressions
- 100 common engagements
- 28 common clicks
- 4.2% engagement fee
- Highest click-through fee at 1.2%
Timing optimization
Peak efficiency days
- Wednesday: Highest impressions (2,045) and attain (1,473)
- Weekend posts: Increased engagement per submit (175) regardless of decrease quantity1
Optimum hours
- Night posts (18:00-20:00): Highest click on charges (1.29%)
- Early morning posts (00:00-02:00): Greatest engagement charges (15.25%)
Really useful for additional studying
Firm measurement influence on LinkedIn submit efficiency
The analysis reveals important variations in post-performance based mostly on firm measurement, offering invaluable insights for B2B entrepreneurs:
- Mid-sized firms (5,001-10,000 workers) achieved the best common impressions (2,833) and engagement (386) per submit.
- Firms with 501-1,000 workers generated probably the most clicks (22 per submit), suggesting optimum viewers focusing on.
- The biggest firms (10,001+ workers) surprisingly underperformed, with decrease impressions (1,387) and engagement (66) than smaller counterparts.
- Engagement charges peaked for mid-sized firms at 13.6%, considerably outperforming different measurement classes.
- Click on-through charges had been highest for firms with 501-1,000 workers
Strategic suggestions
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Content material technique
- Preserve a balanced strategy between posts with and with out exterior hyperlinks
- Prioritize gallery and PDF content material for engagement
- Use hyperlink posts strategically for lead technology
Timing optimization
- Schedule posts with exterior hyperlinks throughout weekday peak hours
- Reserve weekend slots for engagement-focused content material
- Goal night hours for click-through optimization
How does this influence your B2B social media technique?
This analysis demonstrates that profitable B2B social media advertising and marketing requires a nuanced strategy that balances:
- Model constructing via high-engagement posts
- Lead technology via strategic hyperlink placement
- Content material kind optimization based mostly on targets
- Timing alignment with viewers conduct
The findings counsel that B2B entrepreneurs ought to undertake a hybrid technique leveraging engagement-focused content material and traffic-driving posts to maximise their LinkedIn presence and obtain their advertising and marketing targets.
Ultimate ideas
It’s extremely beneficial to obtain the entire research and benchmark your efficiency outcomes to others
The findings from this in depth analysis underscore the important significance of implementing a balanced B2B social media technique supported by monitoring and analytics capabilities. To successfully leverage social media for each model consciousness and lead technology, B2B advertising and marketing leaders require a devoted social media administration platform that may:
- Monitor and analyze firm post-performance throughout a number of metrics
- Measure engagement charges and click-through efficiency
- Monitor content material kind effectiveness
- Optimize posting schedules
- Generate complete analytics to your subsequent marketing campaign
As social media continues to evolve as a main channel for B2B advertising and marketing, the power to precisely measure, analyze, and optimize social media efficiency turns into more and more essential for attaining each community-building targets and income progress objectives.
A specialised B2B social media platform offers the mandatory infrastructure to rework social media from a communication channel right into a strategic asset for enterprise progress.
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