There’s a common myth that still lingers in a lot of B2B brand’s boardrooms that organic social media is a nice-to-have, but doesn’t really have much commercial payoff.
I’m here to tell you, that’s wrong.
Whether you’re selling software, services, safety equipment or sparkling water, your organic social presence is one of the most powerful brand-building tools you have. When done correctly, it feeds the funnel in a way that makes everything downstream work better, benefiting paid social, lead nurturing and more.
It’s not just awareness. It’s acceleration.
Familiarity builds trust, and trust shortens the journey
We’ve seen it time and time again: When a lead comes in after following a client on social media for a while, it’s a different kind of conversation completely. When they get in touch they already know what you stand for, they’ve seen your people, they understand the tone. Put simply, they know what your business is and they’ve come to you, probably wanting in.
This means you’re not starting from scratch with this lead, you’re picking up on a thread.
The power of organic social media, when done correctly, helps build trust over time, giving you a better foundation when it’s time for that commercial conversation. The leads are warmer because they know you’re more than a logo and a slogan, which means the close is smoother.
It works in B2B because it humanises the brand
The biggest reminder we have for those in B2B businesses is that your customers are still people. They still scroll LinkedIn, check Instagram during their lunch, and watch TikToks to unwind after a long day, just like most people. So, ask yourself a question – would you respond well to a pushy sales post? The answer is usually no.
B2B customers don’t often appreciate the over-polished corporate content that pushes your sales messages under their nose. They want real conversations, coming from real people they can learn to trust.
So, what does work?
Quite simply – your team. Everyone wants a peak behind the curtain, a behind-the-scenes sneak-preview of what goes on in the office or factory floor. They want stories from the founder sharing how your business went from a one-man band to a full hoard of people. We want passion, excitement, education and entertainment – told in real words by people who care, sharing real insight and solving real problems.
Tapping into this helps you bridge the gap between being a cold brand to making real connections. If you’re in a crowded market, personality can be a real edge and social media is your vehicle to get it out there.
Social drives performance, not just presence
We often say, organic social media isn’t an add on, it’s a multiplier. Through the right strategy, your organic posts help your paid ads land better, your search results look stronger and your email open rates rise. Whenever one of these touch points lands on your audience’s phones or laptops, it allows them to jump over to your profiles and find a foundation of activity that tells your story.
"Organic social media isn’t an add on, it’s a multiplier."
With no organic presence, your trust signals go down. Your audience may not believe your company actually exists, and if they have questions, they have no place to ask.
When your social feed shows real people, credible insight and a bit of energy, it tells a story your prospects can buy into. It doesn’t just show them what you do but how you operate and what you care about, and this is what is going to help you cut through the noise.
Social makes your team more visible and that builds credibility
One of the biggest shifts we’ve seen over the last few years is employee-led content. This isn’t just from the marketing team and founders, but all areas of the business, and they all make an impact.
People trust faces, not logos, which is why a video from the product team explaining how what they have created can benefit the customer, works so much better than a simple photo, graphic or even animation.
Encouraging your team to post, use their own voice and let their expertise grow on their platforms and yours, shows that your business is made up of people that care and know what they’re doing. You hired them for a reason, so show that to your audience, it’s your greatest sales tool.
How we’re doing it at Tank
We never treat organic social media like an afterthought. We build it into the strategy from the very beginning for clients.
There’s a lot of demand for long-form, human-first videos. Interviews, for example, that introduce the people behind the brand and their individual knowledge to build a web of brand authority.
For many clients, we’ve been developing employee-led posting strategies for LinkedIn to expand the reach. We're prioritising lo-fi, authentic content over manicured sales messages to create content the audience can’t swipe away from. And we’re seeing the benefits ripple through every part of the funnel.
"Build content that warms the audience before performance kicks in."
Stop underestimating social
Organic social media is brand-building gold dust, but only if you give it the attention it deserves. If you do, then you’re sure to see the engagements move up and business goals move in the right direction.
Looking for fuel or inspiration for your own social media strategy? Take a look at what we're seeing work for clients already in 2026 – as well as what's not.