One of the things I hear most often in marketing is: "B2B is just... different."
Different usually means more serious: more product-focused, more corporate. But...B2B audiences are still humans scrolling social media. The same humans who watch memes on TikTok, share reels with their friends, and laugh at relatable posts about work. Yet when brands show up on social media, they suddenly forget that.
Instead we see:
- Generic product screenshots
- Overly polished animations
- Corporate language no one actually speaks
- Feature updates that read like software documentation
And the moment a product update appears, all the creativity disappears. But product content doesn't have to be boring. You just need to translate it into something people actually care about.
Step 1: Start With the Human Problem
Most product updates start with:
"We launched X feature."
But the audience doesn't care yet.
What they care about is:
- the problem it solves;
- the frustration it removes;
- the time it saves.
So instead of leading with the feature, lead with the moment your audience recognises.
For example:
"POV: your link building just... runs itself."
Now you've created a relatable situation. The feature becomes the punchline, not the headline.
Step 2: Turn Updates Into Stories
One thing I've learned working on B2B social is that stories travel much further than updates.
A product update says:
We released automated link building.
A story says:
Remember when link building meant spreadsheets, emails, and 47 open tabs?
The second one gives people context. It invites them in.
The feature becomes the resolution to a story they already recognise.
Step 3: Borrow From B2C and the Internet
A lot of my inspiration doesn't come from B2B brands.
It comes from:
- creators
- TikTok trends
- B2C marketing
- random internet formats
Because the internet has already figured out how people like to consume content. You can take those formats and translate them into B2B.
Examples:
- POV memes
- relatable workplace humour
- carousel storytelling
- visual metaphors
You're not copying, you're adapting the language of the internet to your audience.
Step 4: Remember What Social Media Is For
Many brands treat social media like a product announcement board, but social media isn't a documentation page.
It's where people go to:
- learn
- laugh
- recognise themselves
- discover brands
Your job isn't just to inform, it's to make the information memorable.
Step 5: Balance Creativity With Credibility
Of course, not everything should be a meme. The best B2B brands balance three types of content:
- Relatable content → builds reach
- Educational content → builds authority
- Product content → builds understanding
When those three work together, the product content stops feeling like an ad and it becomes part of the story your brand is telling.
The Real Goal: Be Remembered
Buyers don't convert after seeing you once. They convert after seeing you consistently, and remembering who you are.
And the brands that stand out are rarely the ones who play it safe.