Categories
Social Media FOMO: Do You Really Need a Channel for That? (Revisited)
This post is part of our Aventi Insights Refresh series, where we revisit some of our most-read articles to bring them up to date with today’s B2B realities. Social media strategy has evolved fast—with shifting algorithms, fragmented audiences, and new platforms competing for attention. Here’s our updated take on how B2B marketers can avoid social media FOMO and focus on the channels that truly drive impact in 2025.
The B2B landscape has changed dramatically—buyer behavior, technology, and go-to-market strategies are evolving faster than ever. Through this series, we’re refreshing cornerstone topics to reflect how today’s marketers work: data-driven, AI-assisted, and laser-focused on measurable business outcomes. Here’s our updated perspective on social media strategy—and how to resist the pull of “more channels” when focus delivers better results.
Look for Your Audience (with Intent & Signals)
Originally, we suggested spending time to see if your audience “feels at home” on a platform. That still holds—but in 2025, supplement it with intent-based signals and usage data:
- Analyze account or persona activity: which platforms your ICP is engaging on (forums, LinkedIn groups, Slack, product communities)
- Use intent data platforms (6sense, Bombora) to see where target accounts are researching and consuming content
- Look at competitive footprints: where your competitors or analogous vendors are active
- Don’t rely solely on demographics (e.g. “TikTok is 13–24”) — focus on business context (e.g. enterprise buyers using social for research or community)
If your audience mostly shows up in private industry forums or niche Slack communities, launching a broadcast social handle may be the wrong lever.
Do the Math (Effort vs. Impact)
Originally: “building a large following takes time.” That’s even truer now.
- Estimate staff/time cost: posting, community moderation, content creation, testing.
- Use benchmarks from established channels (how many posts, engagement rates, campaign ROI) to set expectations.
- Project pipeline influence: what % of traffic from that channel could realistically convert or influence deals.
- Compare that against doubling down on your existing high-performing channels (LinkedIn, industry forums, partner networks).
If your experiments don’t move the needle in 3–6 months, reassess.
Ask: What’s the Real Goal?
New channels often come from campaign ambitions—not sustained strategy. Before approving a new handle, ask:
- Who is the target ICP or persona for that channel?
- What business outcome (leads, community, brand authority) do you expect from it?
- How will you measure success (e.g. influence on pipeline, engagement to opportunities, content downloads)?
- Will this be sustained for 12+ months, or disappear post-campaign?
If it’s a short-term campaign push, it may make more sense to lean into subchannels (hashtags, microsites, chatbots) or co-branded collaborations rather than creating a full new handle.
Check for Overlap & Channel Saturation
Sometimes your brand is trying to do too much with one feed. But before opening new channels:
- Assess if you can create theme-specific sub-accounts (e.g. product line vs brand) and manage them from one team
- Use tagging or content buckets to partition content within your main handle
- Explore alternative content formats (audio, short video, expert AMAs, forums) within existing channels
- Ensure you have the bandwidth to sustain quality rather than dilute your efforts
If splitting channels, ensure there’s a clear differentiation (audience, tone, content mix) — otherwise you risk cannibalizing your own reach.
Experiment Strategically (Don’t Go All-In Blindly)
In 2025, you don’t need to fully commit to new channels out of the gate. Try:
- Pilot campaigns (3 months max) to test traction
- Small-budget paid media in new channels to test audience response
- Content repurposing (turn webinars, whitepapers into short clips or threads) rather than creating brand new content
- Using analytics and attribution to see which content formats and topics are resonating
Every new channel request should be treated like a mini-experiment — test, measure, decide.
Conclusion
Shiny new platforms will always tempt marketers. But for B2B product marketers, disciplined channel strategy wins. Rather than chasing FOMO, prioritize the channels where your audience already spends their time and that you can sustain.
If you’d like help auditing your existing social channels, planning pilot experiments, or applying this framework to your GTM strategy — Aventi is here. Let us help you turn selective channel investment into measurable business impact.
