Digital marketing trends food and beverage brands cannot ignore in 2026
The specific 2026 digital marketing trends most relevant to food and beverage brands, prioritised for visual discovery and retail media coordination.
5 min read
B2B social media strategy has evolved significantly beyond treating a company page as the primary vehicle, reflecting the broader pattern covered in our LinkedIn marketing trends guide that individual, credible voices consistently outperform corporate accounts for genuine B2B engagement.
Where B2B social value has genuinely shifted
- Individual thought leadership from executives and subject matter experts.
- Genuine, substantive discussion within relevant professional communities rather than one-way broadcasting.
- Employee advocacy amplifying company messaging through trusted individual networks.
Why a company-page-only approach genuinely underperforms
B2B buyers are evaluating whether to trust your organisation with a significant, considered decision, and genuine individual credibility — a named expert's track record and insight — carries more persuasive weight than an anonymous corporate account's messaging.
B2B buyers are not looking to follow a logo — they are looking to trust the specific people behind it, and social media strategy that ignores this misses where the real persuasive value actually lives.
Practical B2B social strategy priorities
- Invest in developing genuine thought leadership content for key individuals, not just the company account.
- Engage authentically within relevant professional communities and discussions.
- Use the company page for formal announcements while individual voices carry the primary engagement burden.
Frequently asked questions
Should B2B companies invest in platforms beyond LinkedIn?
LinkedIn remains the primary platform for most B2B contexts, though industry-specific communities and, for some categories, X or specialised forums can offer additional genuine value.
How do you get reluctant executives to participate in individual thought leadership?
Start with genuine, low-pressure content support (ghostwriting from real conversations, simple video interviews) that makes participation easy rather than demanding executives become content creators independently.
Does this reduce the importance of paid B2B social advertising?
No, paid amplification of genuinely strong organic content, including individual thought leadership, can extend its reach effectively as a complementary tactic.
If you want help building a modern B2B social media strategy, talk to our team.
The takeaway
Shift resources from company page content toward supporting genuine individual thought leadership from your team — B2B social media's real value increasingly lives in credible individual voices, not a corporate account.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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