LinkedIn — the primary B2B platform
LinkedIn is the de facto B2B standard in Europe. High decision-maker concentration, mature targeting by industry/role/company, native formats for thought leadership.
What works:
- Posting from employee accounts, not just the company page
- Carousels with practical insights and frameworks
- 30–60 second videos with subtitles
- Long text posts in a “case breakdown” format
What doesn’t work:
- Overtly promotional posts — the algorithm cuts reach
- Endless “5 tips” with no substance
- Inflated reactions and comments — easily detected
X (Twitter) — the expert voice
X retains an audience of founders, engineers, product people and investors in Europe. It’s especially strong in tech, SaaS, fintech and web3.
Where it works:
- Build in public — publishing product/business metrics in real time
- Niche discourse — discussing trends, answering questions
- Long-form distribution — announcing blog posts and articles
- Networking with opinion leaders and journalists
YouTube — educational content
YouTube is the most underrated B2B platform in Europe. High retention, evergreen content works for years, excellent conversion to subscriptions and SaaS trials.
What works:
- Product demo videos with a specific use case
- Webinar recordings (10–30 minutes) for niche tasks
- “X vs Y” comparisons — high buyer intent
- Tutorial series tied to the product
What not to do in B2B in Europe
- TikTok for classic B2B — it doesn’t yet show stable conversion into deals
- Instagram for B2B — an exception, not the rule
- Facebook — losing B2B audience every quarter
Budgets
A baseline allocation for an average B2B launch in Europe:
- LinkedIn Ads — 60–70% of the budget
- YouTube Ads + organic — 20–25%
- X — organic + targeted campaigns — 5–10%
- Content production and management — separately, at least $5–10K/month