With 87% of B2B marketers now using LinkedIn, and 76% calling it the most effective channel for thought leadership¹, it’s easy to see why so many B2B brands focus their social media strategy around the platform. But while LinkedIn is an important part of any B2B strategy, relying on one platform alone could mean missing out on where your customers, chefs, operators and decision-makers are actually spending their time online. The short answer: LinkedIn is essential for B2B, but it shouldn’t be the only platform carrying your strategy.

75% of B2B buyers now use social media to help inform purchasing decisions². And they aren’t necessarily doing all their research in one place. Different platforms can help brands achieve different things, from building trust and showcasing products to sharing inspiration, educating audiences and building communities.

So, where does LinkedIn fit into the mix, and what can the other platforms offer? From Instagram, TikTok and YouTube, to Facebook and Pinterest, each has a different role to play. The key is working out which platforms make sense for your brand, rather than trying to be everywhere all at once.

LinkedIn for B2B Still Leads on Trust and Lead Generation

There’s a reason LinkedIn remains such an important platform for B2B brands, with 53% of B2B marketers ranking it as their single most important social channel¹. Despite the cringe factor of ‘this is what my Grandma’s funeral taught me about B2B sales’ trope, LinkedIn is no longer the social joke it once was – good only for humble bragging and job hunting.

The platform has evolved significantly, with brands using it to share industry insights, showcase their expertise, celebrate customer success and join conversations happening within their sector. For foodservice suppliers, wholesalers and manufacturers, LinkedIn is a great place to build credibility and get your brand in front of the people making business decisions. Sharing industry insights, customer success stories, company news and opinions from your leadership team can all help to position your brand as a trusted voice within the industry.

It’s also becoming a much more engaging platform. From video and carousels to employee-led content and opinions from senior leaders, there are plenty of opportunities to make your brand stand out in the feed.

That said, LinkedIn shouldn’t have to do everything. While it’s a great place to build credibility and start conversations, other platforms can bring your products and brand to life in ways that LinkedIn can’t always do as well.

Instagram, TikTok and YouTube bring your brand to life

This is where the other platforms can really come into their own, particularly for food and drink brands. Instagram is already used by 71% of B2B marketers³, and for food and drink brands, it offers something LinkedIn can’t always do as well: the opportunity to show your products rather than tell. From recipes and product demos to behind-the-scenes content, customer case studies and trade show coverage, Instagram can showcase the people, products and personality behind your brand. Carousels are currently one of the strongest formats for engagement on the platform³, making them a useful way to break down a case study, share industry tips or take your audience through a recipe step by step.

TikTok may not be the first platform that comes to mind for B2B content, but it can play a similar role, particularly when it comes to trends and reaching new audiences. Whilst 80% of B2B marketers still aren’t using TikTok⁴ (which means there is an opportunity for brands willing to try something different), its audience includes the next generation of chefs, operators and buyers. It can be a great place for brands to experiment with trends, quick tips and more authentic, less polished content that shows the day-to-day reality of your business. It can also be a useful platform for branding, helping businesses show a more human side to their brand.

And the good thing about Instagram and TikTok? You don’t need to create completely different content for each. A strong piece of video content can often be adapted across both platforms, helping you get more from your content whilst reaching different audiences.

YouTube plays a slightly different role. 51% of B2B buyers use YouTube videos to research a purchase before making a decision², making it particularly useful further along the customer journey. For foodservice brands, this could be product demonstrations, explainer videos, chef testimonials or longer-form case studies.

The important thing across all three platforms is creating content that feels relevant to the audience and the platform. Showing your products in action, tapping into relevant food trends and bringing the people behind your brand to the forefront can help you create content that people actually want to watch.

Facebook and Pinterest Can Help You Reach New Audiences

Facebook still has a role to play too. With 1.8 billion people active in Facebook groups⁵, there are plenty of communities where chefs, operators and other industry professionals are sharing advice and recommendations. For brands with a strong regional presence, Facebook can also be useful for reaching local audiences and supporting activity around physical locations.

Then there’s Pinterest. Often overlooked by B2B brands, it can be particularly useful for foodservice businesses looking to inspire chefs around menus, seasonal occasions and presentation ideas. The platform processes more than 2 billion searches every month, while video content has grown significantly year on year⁶. (Whilst for consumer brands it is now shoppable – more on this here).

For a chef looking for ideas for a new menu or a seasonal dish, being present when they are actively searching for inspiration can be a valuable opportunity for your brand.

Building a B2B Content Strategy That Works Across Channels

Of course, this doesn’t mean you need to be on every platform. In fact, trying to create content for six different platforms without a clear strategy can quickly become a waste of time and resource.

So which platform is right for you? Start with what you are trying to achieve. If you’re looking to build credibility and generate leads, LinkedIn could be your priority. If you want to showcase your products and bring your brand to life, Instagram and TikTok could be more valuable. Looking to educate potential customers? YouTube could be the better choice.

It’s also important to remember that your audience will likely need to see your brand more than once before they make a decision (based on the rule of 7 for B2B marketing). In fact, 50% of B2B buyers review at least eight pieces of content before making a purchase², so having a consistent presence across the right channels can help keep your brand front of mind.

The best B2B social media strategy isn’t necessarily the one that is everywhere. It’s the one that understands where your audience is, what they need from each platform and how social fits into your wider marketing objectives.

If you’re trying to work out which platforms are right for your food and drink brand, or where your social media budget is best spent, that’s something we can help with. With nearly four decades working across food and drink, we know how chefs, buyers and operators actually use social media, not just how brands wish they did. Get in touch with us today to find out how we can help you build a social strategy that works for your brand. And if you’re keen understand how your socials drive brand visibility on Google Console check our Digital Innovation Managing Partner’s latest blog here.

Sources:

¹Sprout Social, “30 LinkedIn statistics that marketers must know in 2026”

²DemandSage, “57 B2B Marketing Statistics 2026”:

³Sprout Social, “Instagram Statistics Marketers Should Know”:

⁴Oktopost, “B2B social media statistics (2026):

⁵Charle Agency, “55+ Facebook Statistics for 2026”:

⁶SocialPilot, “40+ Pinterest Statistics and Trends to Know in 2026”: