In the B2B world, the power of social media can sometimes be underestimated or even deemed “too B2C” – but it would be a mistake to ignore the benefits social media marketing can bring to PR and marketing strategies. Today, we hone in on the influence of Twitter, in particular three areas where its ability to connect organizations with potential prospects, existing clients and worldwide business leaders is not to be underestimated.  

There’s been much controversy over the recent projected buyout of Twitter by Elon Musk, and it’s fair to say that reactions from marketers and PR pros have been a “mixed bag”. But that’s a debate for another day – in this blog, we’re diving straight into The Conversation: Twitter Trends 2022 report, to see what trends marketers and businesses should be focussing their efforts on now, tomorrow and in the future!

So why use Twitter for your B2B organization? Well, there’s a long list of reasons: boosting SEO, the promotion of events, lead generation, brand recognition and more. But here’s the biggest pull in – Twitter is the number one social media platform for discovery with 79% of users claiming they use the site to find out what’s new or happening in the world. The same theory can be applied for businesses. Take industry news and developments, research breakthroughs or updates from relevant influencers or thought leaders in your industry – it can provide valuable, real-time engagement for your B2B profile.

Remember, Twitter reckons that “The talk on Twitter today, reveals where the world is going tomorrow.” Take it from us at IBA, social planning is an integral part of the work we do each week for our clients across so many industries – from Insurance and Contact Centers, to Aerospace & Defense and even Equestrian – yes, the scope is broad but looking for key trends in each of their respective industries is essential for engagement. 

  1. The great restoration of personal and environmental wellbeing 

During the pandemic, burnout became an all too real issue. Research from FlexJobs revealed that 56% of employees did experience burnout during Covid-19 and it’s safe to say wellbeing took a big hit. So, it’s of no surprise that this year people are focussing on themselves and expect organizations to take the lead on important environmental, social and governance (ESG) issues.

Twitter’s report found that use of the terms “restoring”, and “rebalancing” took a 64% YoY increase, and “greenwashing” a ginormous 158% YoY leap. The corporate call-out culture has truly taken off – employees and consumers have become tired of carrying the burden, and they’re demanding businesses take more action against cultural and climate change immediately, from employee wellbeing and decarbonization, to visibility tracking of ESG efforts. The Twitter ethos rests here as consumers now believe that the planet will only restore when we do, and it will require some “compassion” from organizations, less empty promises, and concrete progress – and the Twitterati will hold them to account!

  1. Your followers no longer just follow, they’re calling the shots – are you listening?

Influencers have long been recognized as an essential part of B2B marketing. The whole premise of Twitter involves people coming to talk, discuss and debate happenings in the world, whether it’s your customers, competitors or even employees. The reality is these conversations help build brands and enable them to grow – and the more followers get involved, then the more invested they become. This interest has led to collaborations and shared ownership, where influencers and thought leaders actually get paid for their genuine stake in the brand.

The trend is called “Fan-built worlds” (influencers on Twitter) and while it can present buckets of opportunities, success will depend on how organizations embrace it. The customer journey is still a major part of B2B, and if your Twitterati influencers helped grow your brand, why not celebrate them? Twitter suggests that businesses should even find new ways of bringing them closer, through respect, support, rewards and more.

  1. Introducing… FinTwit!

Tweets about finance have taken a 78% YoY increase and have driven the development of the burgeoning trend: #FinTwit, that has experienced a 75% increase in growth. So gone are the days when money matters and concerns were a private conversation. An increasing number of financial experts have taken to Twitter to join forces and share knowledge for everyone to see.

Talks of decentralized finance (DeFi) and non-fungible tokens (NFTs) are proving to be hot topics in the finance space of Twitter. So, what can businesses do? From making it fun and accessible, to being an active part in your customers’ world – organizations have an opportunity to bring the topic of finance into the new digital era. It’s something that we’ve successfully done, focusing on specific financial services topics and hashtags to ensure timely and relevant social updates for one of our InsurTech clients and it’s proving more popular by the week!

What’s trending today, may be a cultural shift tomorrow

No matter the industry you operate in, it’s clear each of these trends could impact your business. Make sure you’re ahead of the curve. Look to these Twitter trends as you put together your next social media plan. Still need help? Reach out to the IBA team today to kick start your social media strategy!

Georgia Harris is PR Executive at IBA International.

Comments (2)


May 17, 2022 at 8:16 AM

Interesting read. Thanks.

P.S. Just want to say that ESG stands for Environmental, Social (not societal) and governance.


IBA International

May 20, 2022 at 2:14 PM

Thanks for the feedback, glad you liked the blog – we’ve updated the ESG reference accordingly!


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