You’re Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies
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What Does “You're Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies” Talk About?
This episode of the Fatrank Podcast tackles the most common mistakes B2B companies make with social media, featuring James Dooley and social media strategist Animar. The conversation opens with a blunt diagnosis: too many businesses hire graphic designers to post static images and call it a social media strategy, resulting in posts that never exceed 200 impressions. The hosts explain why this approach misses the entire social component and why video content, particularly employee-led and personality-driven video, is now essential for reaching a wider audience and building genuine brand trust.
The discussion dives into platform strategy, warning against the trap of spraying the same content across every platform without identifying which one performs best for your specific audience. Animar shares her approach of building around a winning platform, noting that LinkedIn is a strong starting point for B2B companies, but that moving followers over to Instagram fosters deeper personal connections. The episode also highlights WhatsApp as an underrated channel for maintaining high-quality engagement with a core audience, and touches on Reddit as a platform for sparking community conversation around timely or controversial industry topics.
The episode closes with practical advice for business owners who lack confident on-camera talent, including the option of working with a social media strategist who can coach team members, provide scripts, and even source actors to serve as brand evangelists. Throughout, the conversation emphasizes that B2B social media success in 2026 depends on authenticity, consistent video output, and a deliberate platform-first strategy rather than a scattered, play-it-safe approach.
“They're hiring a graphic designer and just posting static images and calling that a post. And they're posting the same thing and it never gets higher impressions than like 200 as a waste of your time and money. That is not social media. You're missing out on the social component.”
— Animar
Who Are the Guests on “You're Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies”?
James Dooley is the host of the Fatrank Podcast and a well-known figure in the digital marketing and SEO space. He brings a practitioner's perspective to conversations about lead generation, search visibility, and growth strategy for B2B companies, regularly interviewing experts to extract actionable insight for business owners looking to improve their online performance.
Animar is a B2B social media strategist known for creating high-performing video content that blends personality with business purpose. She works with companies to identify their winning social media platform, coach team members on camera presence, and build content workflows that drive real audience engagement. Her hands-on experience spans LinkedIn, Instagram, WhatsApp, and Reddit, and she also connects businesses with actors and editors when internal talent is unavailable.
What Are the Key Takeaways From “You're Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies”?
Here are the key points discussed in this episode:
- Static image posts created by graphic designers are one of the biggest wastes of B2B social media budgets, consistently delivering fewer than 200 impressions and missing the human connection that drives engagement.
- Video content, especially employee-led and personality-driven video, generates significantly more reach and brand awareness than any static format for B2B companies.
- Rather than posting identical content across every platform, B2B marketers should identify their single best-performing channel first and build a content workflow around it before expanding.
- LinkedIn is the recommended starting platform for B2B social media, but moving those followers to Instagram enables deeper personal connections through lifestyle and behind-the-scenes content.
- WhatsApp is an underutilised but powerful channel for maintaining close, high-trust communication with a core audience, often directly triggering business conversations and deal follow-ups.
“WhatsApp is the place to go because that's where you can get really deep connection with your audience and have personal communication with them on a deeper level.”
— Animar
Is “You're Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies” Worth Listening To?
This episode is a genuinely useful reality check for any B2B business that has been investing in social media without seeing results. Rather than offering vague advice about being authentic, Animar and James get specific about exactly what is going wrong, from the over-reliance on graphic designers and static posts to the mistake of posting everywhere without a platform strategy. The conversation is direct and based on real experience, making it easy to identify which mistakes your own business might be making right now.
What makes this episode particularly valuable is the range of practical solutions it covers. Whether you have a confident team member ready to appear on camera, a reluctant executive who needs coaching, or no internal talent at all, the episode offers a path forward for each situation, including the option of using actors with professionally written scripts. The discussion of WhatsApp and Reddit as B2B engagement tools also adds genuine depth beyond the usual LinkedIn and video advice, giving listeners platforms and tactics they can act on immediately.
Who Should Listen to “You're Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies”?
This episode is ideal for:
- B2B business owners who are currently investing in social media without seeing measurable results or audience growth
- Marketing managers responsible for social media strategy at professional services, SaaS, or agency businesses
- Entrepreneurs who understand that video is important but are unsure how to build a scalable content process without a large team
- Digital marketers looking to expand beyond LinkedIn and explore underutilised platforms like WhatsApp and Reddit for B2B lead generation
Where Can You Listen to Fatrank Podcast?
You can listen to Fatrank Podcast on all major podcast platforms:
- Apple Podcasts – Search for “Fatrank Podcast” in the Podcasts app
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- Overcast – For iOS users who prefer a dedicated podcast app
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You can also subscribe using the RSS feed: https://feeds.transistor.fm/fatrank-podcast
What Are Listeners Saying About This Episode?
“This episode genuinely changed how I think about our social media spend. The point about graphic designers playing it safe and never breaking 200 impressions described our account perfectly. Animar's explanation of finding a winning platform before expanding to others is something our team is implementing this week.”
“I loved the honesty here. James and Animar don't sugarcoat anything, and the WhatsApp strategy was something I had never considered for B2B. The tip about posting Instagram stories and then sharing to WhatsApp to trigger direct conversations with warm contacts is surprisingly simple and effective.”
“As someone who runs a small B2B agency without a big content team, the section about using actors and coaches to create video content was a revelation. I always assumed we needed an enthusiastic internal spokesperson, but the idea of scripting content and sourcing external talent opens up a lot of possibilities.”
This video explains which digital marketing strategies B2B companies should focus on in 2026 to improve reach, audience connection and lead quality. James Dooley and Animar start with KPI tracking because measuring impressions and platform performance is the only way to identify a winning channel rather than spraying and praying. They cover brand SEO, AI visibility and Google Business Profiles because stronger search presence improves trust and conversion rates.
The discussion also explores organic SEO, organic social media and paid social ads because consistent visibility across search and social supports long term growth. PPC is analysed in detail because campaign setup, landing pages and lead handling directly affect results. They also discuss Reddit, Quora and paid AI ads because diversified enquiry sources and early adoption can strengthen digital marketing performance for B2B companies.
PromoSEO lead generation for B2B companies recently received recognition as the “Best B2B Companies Lead Generation Agency.”
Where to Listen to This Episode
You’re Doing B2B Social Media Wrong: Video, Winning Platforms and Employee-Led Content for B2B Companies is available on:
James Dooley: You're doing B2B social media wrong. Today I'm joined with Animar, who's obviously doing it right. Yes. So today we're gonna talk about all the things that people are doing wrong on B2B social media. So let's jump straight in. What's the main thing that you're seeing on social media that entrepreneurs seem to be doing wrong?
Animar: Oh, they're hiring a graphic designer and just posting static images and calling that a post. And they're posting the same thing and it never gets higher impressions than like 200 as a waste of your time and money. That is not social media. You're missing out on the social component. All these graphic designers, they're scared of the company that they're working for. They don't wanna do it wrong. So they just do it by the book. Play it too safe.
James Dooley: Yeah. What they're missing out is leveraging their employees as charismatic people in their company to represent the company and letting them play and show a piece of personality. Right now they're doing B2B social media the old way, which is corporate branded, staying safe. But now people are letting loose with social media. Everything's integrated now. So you have like wonderful staff that probably really want to show up on your social media account, but they don't know how to. You have to just give permission and be like, hey, we're gonna do a competition. We're gonna do like a trending video. You make some fun content. And that way, that piece of content will probably go viral over whatever static image you're selling. So do you, are you a massive believer that video is the future? It's so much better than doing, let's say, the static images.
Animar: Oh my God, you're so behind, bro. Yes, that's why we're doing this. Everyone's doing video, right? Static images is great for when they're down the funnel and they're like trusting in you and they like what you're already posting, but video is the ones that are gonna get the most eyeballs on your brand.
James Dooley: And is there any specific, so we're going to hear about what B2B social media done wrong, right? Obviously there's lots of different platforms on social media. You've got TikTok, you've got Instagram, you've got YouTube, you've got Facebook. Not only have you got Facebook pages, you've got Facebook groups. Are you wanting to post the same video across all platforms or do you tend to change out the video depending on the social media platform?
Animar: Yeah, I think what most people get wrong with B2B social media is spraying and praying, doing one piece of content all across, right? That works if you're trying to find your winning platform. But if you are just posting all across with no intent or purpose and you aren't finding your winning platform, that's a fail. So for us, I found that Instagram works really, really well. So we create all our content for Instagram and then repurpose on other platforms. So it doesn't matter if it doesn't perform that well. We focus on the winning platform. And then once you have that workflow, you can build another winning platform off of that.
James Dooley: So with regards to that, let's say someone's watching this and they're saying, oh, damn, I'm doing it wrong. Yeah, you are. Doing social media wrong. Should they concentrate on one platform to start with to master that? And if it was gonna be one platform, are you saying that that then should be probably Instagram?
Animar: Oh, no, it depends on your business and where your audience is, right? So if you're more focused on B2B, LinkedIn is probably the best place, but I secretly like to move all the LinkedIn followers to Instagram because that's when people post like a lot of personal content, family content, and then you get to share too. And then you build a deeper, stronger connection, master all the platforms. But start with LinkedIn too.
James Dooley: Here's one for you. I see a lot of your videos and I love the videos that you create. I think they're great. I think they go viral. One or two business owners might say, I'm not really certain whether I wanna publish that type of content, right? Are you finding that that type of content on LinkedIn still works? I get it works on, let's say, Facebook and on Instagram. People seem to want a little bit more professional. Now, I don't. I just go with anything on LinkedIn like it's another platform. And I'm not bothered personally. But do you play it safer on LinkedIn or are you just going, no? I'm gonna throw it out there. It's a viral video and I'm still gonna put that on LinkedIn as well.
Animar: Oh yeah, I'm gonna post it on LinkedIn and let it just not perform well. But what is really performing is going to in-person events and posting photos, posting all the selfies that you take with people and writing heartfelt messages that are not really relevant to your business, but more about connecting with those people. And then that brings more attention from the conference or the event and their friends. So that actually performs very well. It's about how you use the content.
James Dooley: Yeah, I would probably try to stay more professional on LinkedIn too, because that's what people expect. But you can move the followers from LinkedIn into your personal. So you've mentioned LinkedIn and you've mentioned trying to move them over from LinkedIn over to Instagram. Is there any other social media platforms that you recommend using? Would you recommend anything like Twitter, Facebook, maybe TikTok? Is there any other platforms that you're working on that you're going, wow, this seems to be a hidden gem that's working well?
Animar: WhatsApp. WhatsApp is the place to go because that's where you can get really deep connection with your audience and have personal communication with them on a deeper level. And there's also stories. So I post the stories on my Instagram and then I send it to WhatsApp. And then a lot of people, even though it's not as high impressions, but they're your core audience and they'll remember you. So one, I posted a photo from LinkedIn on my Instagram and it triggered something in my WhatsApp and the person messaged me and they're like, hey, we're talking about that deal, right? And I'm like, ooh, okay, that actually works. That's great.
James Dooley: So with regards to any other platforms, do you do anything with Twitter or Facebook? I mean, like surely some of the videos that you do, if you find the right Facebook group, sometimes these Facebook groups might have 50,000 people inside of a group and you're able to publish in there and it could be an SEO group and you could be selling, let's say, SEO domains. Like you, ODYS, you're selling SEO domains. Do you ever publish anything related to age domains in an SEO group? Have you not really gone down the road of doing that yet?
Animar: I've done that with Reddit. Like if I find something like really juicy and that you have to like spin it in a way where it's like, oh, controversial and then you throw it in there and then that's when the group gets a little frenzy. So that's what I try to look for is just like, is a topic juicy enough for the group to want to comment on and talk about? And then what's the next steps?
James Dooley: So someone is watching this and they're saying, Animar, I see your videos. I think they're absolutely brilliant. I want some of that type of video. But we don't have the team. You're saying there's one or two team members that's saying that they might want to publish this content. Let's say they've not got the team members. They're not confident enough. You're very good in front of camera. You're very good at presenting and the ideation part. If someone wants that being done, what's the best way of a business owner trying to reach out to somebody like yourself or trying to find a service that might be able to do B2B social media right?
Animar: Yeah, I would just say hit me up and then we can talk about it. Cause I think it's about utilizing the people in your team that wants to get better at it and you investing in them, but they need a leader to coach them through it. Otherwise they're gonna hit a pitfall and feel like they are failing. But instead if I'm just like, hey, here are these top videos that would perform very well for your industry, go execute it. We just need your beautiful face saying exactly this, just send me the video and then we'll edit it and then you can publish, right? And I think that guideline helps a lot. And then what about, could, if someone said, no, I'm really against doing it. I've not got any team members that wanna do it. Could you find, if someone reached out to somebody like yourself, could you find an actor that could do it and then you could then do the editing and you can give the person the scripts for them then being able to do it, you edit it and then amplify it.
James Dooley: Yeah, I have a community of actors back home that would totally take on the scripts, but like the company has to go in and then write the actual scripts. And I guess we could look at their website and then give the script to the actor to perform it out for them and be their brand evangelists.
Animar: Annie Mae, it's been an absolute pleasure having you on. Are you doing B2B social media right? Are you doing it wrong? The videos that you create, I wanna say they're absolutely brilliant. I love what you do. Keep doing what you're doing and I'm excited to see where the future comes. Thank you very much.
James Dooley: Thanks James, let's go.