A Study on the Impact of Social Media Algorithms in Business-To-Business Marketing

Abstract

Marketing to businesses (B2B) is distinct from marketing to individual customers. B2B buyers conduct independent research and consume multiple pieces of content before engaging with suppliers. Social media plays a significant role in B2B marketing, with LinkedIn being the top platform, followed by YouTube, Twitter, SlideShare, Facebook, Instagram, and Google+. Engaging people is crucial in both B2B and B2C marketing, as they talk, make choices, and inform others. A strong social media marketing plan is essential for B2B businesses to reach decision makers. Algorithms on platforms like Instagram, Twitter, and LinkedIn determine content presentation and user experience, with factors such as interests, relationships, timeliness, follows, frequency, and session time influencing visibility. Social media algorithms impact B2B marketing by organizing content and limiting organic reach. Marketers must adapt to algorithm changes and prioritize engagement through paid advertisements. Targeted marketing helps reach specific audiences. Algorithm-based feeds are on the rise, requiring businesses to decide whether to embrace or resist these changes. Remember, "An algorithm must be seen to believe."