B2B PR in 2025: Three trends that can’t be ignored

At the B2B Marketing Expo I attended late last year, a few key trends kept coming up – ones that are often in part overlooked as being more relevant for consumer brands. Curious about their impact on B2B tech communications, I’ve been speaking with clients and colleagues over the past few months to explore their growing role.

What’s becoming increasingly clear is that social media, AI-driven content, and podcasts are no longer optional – they’re shaping how businesses engage decision-makers and build credibility. Here are three key observations on how these trends are evolving and why they matter for B2B PR strategies in 2025.

Social media’s role in B2B PR

Social media isn’t just for B2C brands anymore – it’s a huge driver for B2B engagement too. What’s clear is that platforms like LinkedIn are no longer just networking tools – they’ve become essential for brand positioning, lead nurturing, and thought leadership.

One shift that stands out is the rise of LinkedIn influencers. It’s not just about company pages anymore – industry leaders are building their own personal brands to amplify their company’s message. And this is something that businesses should be encouraging!

As LinkedIn continues to move towards mobile-first, and short-form videos become the posting norm, we’ll continue to see a shift away from long form posts. People scrolling through their feeds want variety – think images, and short-form videos that make an impact quickly.

There’s no perfect post on any platform, content will vary depending on the industry, target demographic and the intent of post. That being said – how often do you stop to read a LinkedIn post longer than two paragraphs? Long story short, B2B companies that invest in engaging video content and interactive social media strategies will likely have the edge.

AI competitive advantage

Another major trend I’ve been exploring is how AI is making PR efforts more efficient – from content creation to campaign execution. Tools that generate text-to-video content, for example, are enabling teams to produce high-quality visuals for research reports, social media, and eBooks in a fraction of the time. Given that audiences today prefer visual content over text-heavy materials, AI-powered tools are becoming a valuable asset for delivering impactful messaging.

AI is also changing how companies stay ahead of industry trends. By analysing trending conversation topics, businesses can ensure their campaigns align with what their audience actually cares about. With over 77% of people already using AI-powered services or devices, it’s clear that leveraging these insights is becoming essential for staying relevant in B2B communications.

Podcasts: An untapped PR opportunity

Podcasts have become hugely popular, and they can be a great PR tool for B2B companies. This includes the rise of “commuter podcasts” – 20-to-30-minute business focused episodes perfect for the commute to work. Despite their potential, many B2B industries – especially in tech – still don’t have a strong podcast presence. That’s a massive opportunity for technology vendors step in and direct the conversation and nurture leads.

But podcasts aren’t just about audio. Clips from episodes can be repurposed for social media, blogs, and other formats, all which increases the value for clients. In 2025, expect more B2B brands to launch their own podcasts as they increasingly become a source for owned content – so don’t miss the boat!

Keeping up with trends

It’s clear that social media, AI, and podcasts are becoming indispensable tools for engagement and credibility. Businesses that embrace these trends and adapt their strategies will be best placed to stay ahead in a competitive landscape.

But success in B2B PR isn’t about adopting every trend, it’s about understanding which ones align with your audience and objectives. By keeping a pulse on these shifts and experimenting with new approaches, businesses can refine their strategies for lasting impact.

Stay tuned for the next blog in this series, which explores B2B podcasts in more detail.