TL;DR

To build successful and long-lasting social selling campaigns, B2B marketers should consider:

• Prioritising authenticity
• Trying a range of platforms and content formats 
• Embracing interactivity and gamification
• Becoming savvy with the new outreach & automation tools
• Measure the impact proactively

The State of Social Selling in 2025

Social selling was meant to humanise the sales process. Done well, it lets subject matter experts and commercial teams build real connections, long before a pitch deck ever lands. But with the advent of Generative AI and automated outreach tools, the reality today is quite different.

Feed after feed is filled with templated language, synthetic engagement, and thought leadership posts written more for algorithms than people. Innovation has its place, but when every voice starts to sound the same, the signal gets lost in the noise. Much of this is a byproduct of engagement-first strategies that prioritise frequency over relevance. 

For social selling to work in 2025, marketers need to bring back what made it valuable in the first place: trust, relevance and a distinct point of view.

Social Selling Platforms

LinkedIn is still leading in B2B marketing, and for good reason. In a recent Content Marketing Institute survey, 85% of B2B marketers cited it as their most effective platform, far outpacing Facebook and YouTube. For reaching decision-makers, nurturing longer sales cycles, and showcasing industry expertise, LinkedIn still delivers.

But that doesn’t mean other platforms should be ignored. The rise of tech-savvy founders, especially from Gen Z, is changing where conversations start—and how buying decisions are influenced. Instagram and TikTok, for example, have become key channels for younger business owners. Instagram alone reports that 90% of its users follow at least one brand, and half say ads on the platform increase their interest in a company. Even if the target audience is not yet ready to buy the product or service, the brand still stays in the spotlight.

The shift is especially visible in markets like Egypt, Saudi Arabia and the UAE, where Gen Z already makes up a significant share of the population. Globally, 80% of Gen Z entrepreneurs launch their ventures online or via mobile, and many build their brand presence before investing in sales pipelines.

Key Social Selling Trends to Watch For

Authenticity and consistency are shaping trends in B2B marketing, and social selling is no exception. As decision-makers become more selective about what they engage with, brands must build credibility by being “true to form” and consistent. Below are the key social selling trends gaining ground in 2025, each pushing brands closer to what they should have always been: human, relevant and valuable.

Content creation

Commenting and outreach are no longer enough. High-performing social sellers are expected to create original content that speaks directly to their audience pain points. The goal is not to push a product, but to present solutions as a peer, not a pitch. B2B marketers should work closely with sellers to define themes, structure narratives, and ensure that posts reflect real experience beyond copy-pasting product features. Tools like Google Alerts can help surface timely topics, but the voice must stay natural, human, and experience-driven.

Bite-sized videos

Short-form video isn’t just for B2C anymore. Whether it’s a quick explainer, a personal take on an industry trend, or a 90-second birdview explanation on how to solve a common customer pain point, concise video content now outperforms static posts across platforms. TikTok, Instagram and LinkedIn Reels are pushing brands to adopt new formats—and rethink the tone. If a seller can clearly explain something in 60 seconds on camera, that may be more effective than three paragraphs of copy. Authenticity here means showing real people, in real moments, with something real to say.

Gamification and interactivity

Passive consumption is giving way to participation. Polls, quizzes and other interactive formats are driving higher engagement across all platforms. When executed well, they not only encourage interaction but also surface insights for both brand and its social sellers: what customers are thinking, where they’re stuck, and what topics generate traction. 

New automation tools

Tools like LinkedIn Sales Navigator remain central, but automation platforms offer more control over timing and personalisation. Expandi can automate initial connection requests, send tailored messages based on predefined templates, and trigger follow-ups. Other solutions, including browser-based extensions like Closely, Dux-Soup, and Kaspr, allow teams to extract lead data directly from the web. These tools make it easier to sync contacts, enrich CRM, and bridge the gap between social platforms and structured outreach strategies.

Social Selling Metrics

Below are the core metrics worth tracking if you want to move beyond vanity engagement and get a clearer view of what’s driving social selling campaign impact.

Engagement rate

Monitor likes, comments, shares, and video views across all social selling content. Focus on consistency and quality of interaction. High numbers matter less if they come from the wrong audience.

Click-through rate (CTR)

CTR measures how many users click on a link or brand page after viewing a post or story. It’s a good signal of relevance and content alignment. If the post makes people want to learn more, your targeting and messaging are working.

Conversion rate

This is the clearest impact indicator. It tracks the percentage of users who become leads or customers after interacting with social content. A low conversion rate, even on high-performing posts, may point to friction between marketing and sales handoff.

Inbound leads generated

Measure how many qualified leads come in directly from social activity. This helps differentiate between content that creates awareness and content that drives action.

Content performance

Zoom in on individual post metrics: time spent viewing, saves, reshares. These indicators help assess what types of content—formats, topics, tones—actually move your audience. Use the data to recalibrate.

Customer satisfaction metrics

Look beyond the funnel. Metrics like NPS, CSAT, and customer retention can reflect whether your social selling approach is creating lasting relationships. If satisfaction scores rise in tandem with social engagement, the social sellers are doing the right job. 

Instead of a Summary

The fundamentals haven’t changed: people still buy from people. In designing B2B marketing social selling strategies, the key challenge is to keep pace with the new content creation tools and formats—without losing the signal of authenticity.

See how we helped Microsoft connect with senior business leaders with a strategic social selling playbook.