Were you aware that, in 2025, finding B2B leads isn’t about cold emails or generic outreach anymore? The reality is that your buyers are online—and they’re active on social platforms that offer far more targeting, context, and engagement than traditional channels ever could.
The challenge? Knowing where to show up, and how to stand out.
If you’re a B2B company, SaaS firm, or MSP looking to build a consistent pipeline this year, here’s a breakdown of the top social platforms you should focus on—and how to use each one strategically.
LinkedIn: Still the Gold Standard for B2B
If you’re in B2B and not actively using LinkedIn, you’re leaving money on the table. Think of LI as the virtual company watercooler as opposed to Facebook being a virtual backyard BBQ. This robust platform has become one of my personal favorites for developing important relationships, identifying potential leads, and growing my brand. Thought leaders like Mandy McEwan have helped me fine-tune my LinkedIn B2B playbook.
Why using LI matters:
- Your prospects are here—and they’re in work mode.
- LinkedIn’s targeting (especially with Sales Navigator) is still unmatched.
- It’s one of the few platforms where people expect to talk about business.
Pro tip: Pair thought leadership posts with smart ad retargeting. Share value-rich content from your personal profile (not just your company page), then run ads to anyone engaging with your posts. I also advise you to consider opting for LinkedIn Sales Navigator. This is a premium paid subscription service from LinkedIn designed to help sales professionals find, connect with, and nurture leads more effectively. And it’s worth every penny. More on this topic in an upcoming blog post.
X (formerly Twitter): Real-Time Conversation for Fast Movers
X isn’t just for breaking news—it’s become a smart play for building visibility with founders, marketers, and decision-makers.
Why it matters:
- Great for sharing quick insights, frameworks, or pain points.
- The new long-form features, and community tools make it more relevant than ever.
- DMs turn into discovery calls faster than you’d expect.
Pro tip: Share helpful threads. Then offer follow-up resources (like a Google Doc or checklist) in a reply to drive conversations into your inbox.
Threads: Still Early, Still Worth It
Meta’s Threads is gaining traction fast—and it’s already opened the door for business content. Here’s a breakdown of why B2B companies should consider using Meta’s Threads in 2025, especially if you’re looking to expand reach, lower acquisition costs, and engage in more authentic conversations:
Why it matters:
- Lower competition than LinkedIn or X.
- Cheaper ad costs (for now).
- Engagement is high, especially for content that’s conversational and short form.
Pro tip: Test industry hot takes or bite-sized tips. Boost your best-performing posts while CPMs are still low.
TikTok: Video That Converts
You might not think TikTok is the place for B2B… but that’s changing fast.
Why it matters:
- The app has matured—business audiences are watching.
- Video drives trust and awareness like no other format.
- TikTok is still one of the best platforms for organic reach.
TikTok is no longer just a consumer or Gen Z platform. In 2025, B2B buyers are watching, learning, and engaging with content there. If you’re in SaaS, IT, consulting, or any professional services, this is a platform worth exploring—not just for awareness but lead generation and brand authority.
Pro tip: Use short-form videos to show real solutions to real problems. Don’t pitch—show how you solve a pain point in 60 seconds or less.
YouTube & Shorts: Long-Term Value, Short-Term Engagement
YouTube isn’t just for how-to videos—it’s a powerful tool for building trust, ranking in search, and generating qualified leads.
Why it matters:
- Video content builds authority fast.
- YouTube Shorts are now optimized for lead capture.
- You can repurpose your best content across multiple platforms.
Some of the top influencers on YouTube include Neil Patel, Dan Martell, and Alex Hormozi.
Pro tip: Turn your webinars, demos, or FAQs into bite-sized Shorts. Add CTAs to guide viewers toward the next steps.
Online Communities: Highly Targeted, Highly Engaged
Reddit, Discord, and niche Slack groups are some of the best places to have high-quality, authentic conversations with decision-makers. B2B brands should be paying serious attention to Reddit, Discord, and niche Slack communities—especially if you’re focused on building relationships, trust, and high-intent conversations with decision-makers:
Why it matters:
- Members are actively looking for solutions.
- You’re not fighting algorithms—you’re joining discussions.
- Community trust goes a long way in B2B.
Pro tip: Don’t sell. Show up, provide value, and share resources when it makes sense. Being helpful here builds pipeline quietly but powerfully.
How to Approach It All: Start with a Smart Plan
If you’re feeling overwhelmed by all the options, don’t worry—you don’t need to be everywhere. You just need to show up strategically.
Here’s a simple approach:
- Start with LinkedIn – Build consistent thought leadership and connect with your audience weekly.
- Layer in one conversation-based channel – X or Threads are great for fast, visible engagement.
- Add short-form video – Use TikTok or YouTube Shorts to bring your solutions to life.
- Get active in one niche community – Focus on building trust, not clicks.
- Track what matters – Don’t just look at impressions; watch how many conversations, meetings, and deals are coming from social.
Ready to Build a Social Prospecting Engine That Works?
At Scott Growth Strategies, we help growth-minded businesses replace random posting with repeatable systems that fill your pipeline. If you’re serious about using social to find B2B buyers in 2025, let’s talk.
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