Social media is often overlooked by adtech companies, but it can be a high-impact channel when used strategically. While it may not drive direct conversions like a product demo or sales call, it builds visibility, credibility, and connections with the people who influence buying decisions.
Start by being selective with your platforms. LinkedIn should be a top priority for B2B-focused companies. It’s where decision-makers, media buyers, and tech partners spend time. Twitter, while less popular than it once was, still has active adtech communities discussing trends, regulations, and product updates. Reddit, Slack groups, and Discord channels are also worth exploring, depending on your niche. Focus your efforts on one or two platforms where your audience already engages with industry content.
Your content should reflect what people in your space care about. That includes case studies showing real results, tips on campaign optimization, POVs on privacy shifts, or reactions to news like retail media updates or third-party cookie deprecation. Mix up your formats with images, short videos, polls, and carousels to keep things interesting. The goal is to be helpful and insightful, not just promotional. If you can break down a technical feature into a 30-second post that resonates with your audience, you’re already ahead of most adtech players.
Consistency is also key. Don’t treat social as a place to dump links. Use it to create conversations. If someone comments on your post, respond. If a thought leader in the space shares an opinion, reply with your perspective. These small interactions build recognition over time. Join relevant conversations in comments, hashtags, or Slack communities. The more visible and human your brand is, the more likely people are to engage with you when they have a need.
Paid campaigns are worth considering too, especially on LinkedIn. You can target by job title, company size, and industry to get your message in front of the right people. Sponsored posts can help promote gated content like whitepapers or events. Just make sure the content is actually valuable to the audience you're targeting. A cold product pitch won’t perform well, but a short post teasing original insights or a timely guide might.
Used properly, social media helps you stay top of mind with your audience, attract inbound interest, and reinforce your brand’s authority in a crowded market. The companies that show up consistently, provide value, and engage with their peers are the ones that grow the fastest—not just in followers, but in business opportunities.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech