How social media can help B2B businesses increase their PR reach

Amplifying your PR campaign through social media is a great way to help more people hear your story, maximise engagement and leverage audience cut-through. Read on to find out our top tips to increase the reach of your PR via social media.

1. Multi-channel campaign launches

It’s no secret that each social media platform serves a particular audience and favours a particular content format. The secret, though, is to know how and where to share your company’s content.

Are you sending journalists a press release to announce a new board hire? Interview them on TikTok to give the journos extra information should they go searching for it. Launching a new product? Tease it on Instagram Stories with a poll to excite your customers. Hosting an experiential event? Go on Instagram Live to share the behind the scenes as you launch the event.

By including your online community within the campaign conversation, you’re building true, authentic relationships with your audience. Plus, you might even receive valuable customer comments that you can integrate into future brand and marketing campaigns.

1. Amplify Positive Press Coverage with video content

Showcasing press coverage on social media is a great way to reinforce your brand’s credibility and drive demand. Yes, a screenshot on LinkedIn will likely drive some engagement but there’s a way to make this content work harder for you, which is why we’d also recommend sharing coverage on Instagram Reels and TikTok.

To maximise your video’s visibility you should research trending memes and audios that you could jump on. By piggybacking on viral trends (while making sure they align with your brands values and aesthetic) you have the opportunity to reach a huge audience, and you don’t necessarily have to have a large following either.

1. Harness the power of influencers: from nano to macro

A key advantage of working with influencers lies in the fact that they have loyal followings and therefore when brands collaborate with influencers they benefit from reaching a dedicated audience who trust the person and therefore brands they work with.

We like to suggest a combination of product seeding and paid partnerships. This way it amplifies the PR campaign message via multiple channels which adds lots more potential touchpoints where consumers can interact with your brand.

Size doesn’t always matter, sometimes nano (1-5K) and micro-influencers (5-50K) have the highest engagement rather than mid-tier (50-300K) or macro-influencer (300K-1m) talent. Genuine brand advocacy will always trump budget, so start off by looking at existing fans of your brand that have over a thousand social followers.

If you do have the budget to work with talent who have a larger following (yay), ensure that you pick individuals who align with your campaign objectives and target audience, as well as generate authentic engagement with their audience. Where possible work into the contract and fee that you can repurpose the content organically to increase brand interest and engagement on your owned social channels as well. Don’t forget to keep your PR agency/team up to date with all influencer marketing plans, if you sync up the two there’s the potential to massively escalate your campaign reach.