The Best B2B Social Media Marketing Platforms in 2025

Social media is no longer optional for Australian businesses. It has become a central part of how organisations connect with customers, partners, and even government stakeholders. But when you’re focused on B2B marketing, not every platform delivers equal value.

The challenge is knowing where to invest your time. Some networks are crucial for building trust and generating leads. Others play a supporting role. And some, frankly, are no longer worth the effort.

Here’s an updated look at the platforms that matter for B2B marketing on social media in 2025 — where they actually deliver results for Australian operations and business leaders, and how they work together to build visibility and credibility.

LinkedIn: The Non-Negotiable Platform

If you only have the capacity to focus on one channel, make it LinkedIn.

• Audience fit: LinkedIn is where professionals, decision-makers, and industry leaders spend some of their time. Four out of five users influence business decisions in their organisations.
  
  

• Performance: LinkedIn consistently delivers the highest-quality B2B leads, and it outperforms every other social channel for visitor-to-lead conversion rates.
  
  

• Trust factor: Customers often use LinkedIn as a cross-check. Even if they first discover you through Google or word of mouth, they’ll look at your LinkedIn profile to see if you and your business feel credible. A strong LinkedIn presence builds legitimacy before they ever reach out.
  
  

• Use cases: Share thought leadership, case studies, industry insights, and organisational milestones. LinkedIn is also powerful for recruitment and employer branding.
  
  

Another benefit of LinkedIn is how it supports retargeting. Convincing someone to click through to your website from LinkedIn allows you to put a cookie on them — so you can remarket to the right audience later, often through more cost-efficient channels like Google Ads or Meta.

For most B2B organisations in Australia, LinkedIn is the cornerstone of a credible digital presence and the starting point for trust.

Facebook and Instagram: Reach and Retargeting Power

Meta’s platforms aren’t purpose-built for B2B, but they play an important supporting role.

• Audience fit: With around two-thirds of Australians on Facebook and more than half on Instagram, your audience is there — even if they’re not in ‘business mode’.
  
  

• Performance: Leads from these platforms are usually less qualified than LinkedIn, but they’re highly cost-effective for retargeting. Once someone has engaged with your website or LinkedIn content, Facebook and Instagram allow you to keep reminding them your brand exists month after month, without breaking the bank.
  
  

• Use cases: Company culture, community initiatives, behind-the-scenes content, broad awareness campaigns, and consistent retargeting. Instagram is particularly useful for visual industries and employer branding.
  
  

Think of Meta’s platforms as a way to stay visible until the moment a decision-maker is ready. Many buyers describe the process like this: “I saw you on Google, then I checked your LinkedIn, then I looked at your website — and months later, when I needed your services, you were the natural choice.” Facebook and Instagram help keep that recognition alive during the long B2B buying cycle.

YouTube: Education, Trust, and Display

YouTube is the second-most visited site in Australia, and it plays a key role in the B2B buying journey.

• Audience fit: Almost every buyer uses video in their research process. From product demos to explainer videos, YouTube is where they look.
  
  

• Performance: Video content has some of the highest ROI in B2B marketing. Once published, a useful video can attract views and leads long after posting.
  
  

• Use cases: Tutorials, customer testimonials, case studies, recorded webinars, and explainer content that demystifies your services or products.
  
  

YouTube isn’t only about organic reach. It’s also one of the strongest strings in the bow for display and remarketing. Once the right people have found your website through Google or LinkedIn, you can retarget them with visual YouTube ads to reinforce your brand and showcase additional capabilities.

X (formerly Twitter): Niche and Real-Time

X occupies a niche role in B2B.

• Audience fit: Smaller user base in Australia, but active among journalists, policymakers, and the tech sector.
  
  

• Performance: Not a lead-generation engine, but useful for visibility in public conversations, events, or government policy announcements.
  
  

• Use cases: Live updates, industry commentary, and direct engagement with media or government audiences.
  
  

For most B2B organisations, X is optional. However, reposting your LinkedIn articles here can still add SEO value, as the content helps reinforce your visibility in search results over time.

TikTok: Experimental and Employer Brand Focused

TikTok remains best known for consumer content, but its audience has broadened.

• Audience fit: Strong among younger Australians, including early-career professionals and graduates.
  
  

• Performance: Limited direct B2B results today, but useful for recruitment and showing brand personality.
  
  

• Use cases: Short, authentic videos that highlight company culture, bust industry myths, or showcase visually interesting processes.
  
  

For most B2B companies, TikTok is an experiment rather than a core platform. But if you have creative resources, it can play a role in employer branding and awareness with younger audiences.

Google My Business: The Overlooked Essential

Google My Business (GMB) isn’t always thought of as social media, but it’s critical for local search visibility.

• Audience fit: Anyone searching for your business, services, or industry in your area.
  
  

• Performance: A well-optimised GMB profile helps you dominate more of the first page of Google, with your posts, images, and contact details displayed directly in search results.
  
  

• Use cases: Republish your strongest LinkedIn content, post company updates, and showcase team photos or project images. This multiplies your visibility with negligible extra effort.
  
  

If someone Googles your company name, GMB ensures they don’t just see your website but also your brand imagery, recent news, and calls to action — all reinforcing credibility.

Why Multi-Channel Consistency Matters

One of the strongest reasons to use a multi-channel approach is consistency.

• Buyers and stakeholders often use several platforms to research before they engage. They may see you on Google, then check LinkedIn, then visit your website, and only months later decide to get in touch. Each touchpoint builds trust.
  
  

• Repurposing content across LinkedIn, Facebook, Instagram, X, YouTube, and GMB takes minimal additional effort. The same article or post can be tailored for each channel and reinforces your brand story wherever your audience prefers to spend time.
  
  

• Even if a particular platform isn’t a major lead generator, keeping your presence consistent contributes to SEO, strengthens brand recall, and reassures potential clients that you’re established and active.
  
  

In B2B marketing, credibility builds over time. A consistent presence across multiple channels ensures that when the need arises, your brand is the one they remember.

Making Social Media Work for B2B

For Australian organisations, the best approach to B2B marketing on social media is clear:

• Start with LinkedIn as your professional hub and trust-building platform.
  
  

• Use Facebook and Instagram for cost-effective retargeting and employer branding.
  
  

• Invest in YouTube for educational content and remarketing reach.
  
  

• Treat X and TikTok as optional experiments, depending on your sector and resources.
  
  

• Don’t overlook Google My Business, which extends your visibility on the most important platform of all — Google.
  
  

Above all, align your social activity with real business outcomes. Likes and impressions are easy to chase, but what matters is engagement from the right audience, quality leads, and measurable credibility in your industry.