Last week, we hosted our panel discussion, The Media Reshuffle: Where is B2B Conversation Going?, bringing together leading voices in digital marketing, strategy, and content to explore the ever-evolving landscape of B2B communications. Our host, Olivia Harry (Associate Creative Director, Nelson Bostock), was joined by Roi Perez (Digital Marketing Strategist, Human Understanding Lab), Ben Walsh (Marketing Director, UK&I, TP-Link), Rejoice Ojiaku (SEO & Content Specialist, Nelson Bostock), and Ben Cullen (Planning Lead, Nelson Bostock). Together, they unpacked the shifts in social media, the role of influencers, and the increasing importance of search visibility in B2B marketing. Here’s the key takeaways from the day.
Panellists from left to right:
Ben Walsh, Olivia Harry, Rejoice Ojiaku, Ben Cullen, Roi Perez
LinkedIn dominates, but diversification is key
While LinkedIn remains the powerhouse for B2B engagement, thanks to its work-focused audience, targeted advertising, and long-form content capabilities, emerging platforms like Reddit, Bluesky, and Mastodon are carving out niches. These alternative spaces allow brands to foster organic conversations and engage in deeper discussions outside of traditional social channels.
KEY INSIGHTS:
X’s influence is waning, especially among journalists and B2B decision-makers, but it still holds value for brands with an established presence.
LinkedIn continues to be the most effective platform for thought leadership and executive engagement.
Platforms like Reddit offer deeper, community-driven interactions, making them a valuable tool for brand discoverability.
Be strategic, not everywhere
B2B brands are navigating a fragmented digital landscape, where being on every platform isn’t always the best approach. The key takeaway? Focus on strategy rather than spreading resources too thin. AI-driven content is making it easier to generate material at scale, but without a strong brand identity and platform-specific execution, brands risk losing engagement.
KEY INSIGHTS:
Define your brand’s identity and understand where your audience is most engaged.
Avoid using AI to mass-produce content that lacks authenticity.
Invest in channels where your brand can provide real value rather than attempting to be everywhere at once.
Influencers are reshaping B2B credibility
The rise of B2B influencers is transforming brand communication. These experts blend thought leadership with entertainment, helping brands cut through the noise. Unlike traditional B2C influencers who drive direct sales, B2B influencers play a critical role in credibility and engagement. Brands that integrate influencer partnerships effectively see stronger connections with their audiences.
KEY INSIGHTS:
Influencer credibility is crucial, brands should work with trusted experts rather than simply chasing follower counts.
Influencers can bridge gaps in a brand’s presence on certain platforms (e.g., TikTok or Instagram) without requiring the brand to maintain an always-on presence themselves.
Authenticity matters – overly scripted influencer content can backfire.
Social search is changing audience discovery
Traditional search is no longer the only way people discover brands, social platforms are becoming search engines in their own right. Platforms like LinkedIn and Reddit are now key drivers of discoverability, requiring brands to optimise content for social-first search behaviour. AI-powered search is also shifting how users interact with content, making intent-driven engagement more important than ever.
KEY INSIGHTS:
Google is no longer the sole entry point for brand discovery, social-first search is on the rise.
AI-driven search behaviour is reshaping the way brands create and structure content.
Brands must prioritise content that answers key audience questions in real time
Adapt, experiment, and stay human
The B2B landscape is shifting rapidly, requiring brands to remain adaptable and audience-focused. The conversation reinforced that while AI, new platforms, and influencers are changing the game, the brands that succeed will be those that maintain authenticity, embrace experimentation, and put their audience first.
Want to stay ahead in the reshuffled media landscape? Focus on strategy, test new platforms, and don’t be afraid to let your brand’s personality shine.