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If you haven’t noticed already, Gen Z is everywhere in the workplace, and they are reshaping how B2B brands approach social media. Once dominated by formal tones and corporate jargon, the B2B social landscape is shifting toward a more authentic, humanized approach, primarily driven by Gen Z social media managers. Gen Z values transparency, inclusivity, and meaningful interactions. Gen Zs are pushing B2B brands to forge authentic connections with their audiences.

By 2025, Generation Z will represent 27% of the workforce in OECD countries. This significant proportion reflects the growing influence of this generation in the professional world.

On LinkedIn, Generation Z accounts for approximately 29% of users in the United States. This substantial representation demonstrates their active engagement in professional networking and career development. This percentage has increased from 21.7% in 2024, demonstrating rapid growth in Gen Z’s presence on the professional networking platform.

In this blog, we’ll explore how Gen Z is redefining B2B social media, share real-world examples of humanized B2B strategies, and provide actionable tips to help you make your brand’s online presence more authentic.

Why Gen Z is impacting B2B social media

Gen Z is the generation born between 1997 and 2012. They have grown up with the internet and social media as natural parts of their lives and directly in their hands (their mobile phones). This deeply ingrained digital fluency allows them to bring unique qualities to social media management, even in traditionally “serious/corporate/professional” spaces like B2B.

Key Gen Z traits influencing B2B social media:

1. Value-driven priorities: Gen Z expects authenticity and transparency from the brands they interact with. According to a study by McKinsey, 79% of Gen Z consumers say they are influenced by a company’s commitment to social responsibility and authenticity.
2. A conversational tone: Gen Z’s communication style is approachable, informal, and relatable — qualities they bring to professional content without sacrificing credibility.
3. A preference for visual storytelling: Gen Z favors content with images or video, which drives higher engagement across platforms. In Oktopost’s latest research, organic social media posts, including photo galleries, single images, and videos, consistently achieve higher engagement than posts without them. 

How Gen Z social media managers are humanizing B2B social

When the social media manager is a Gen Z, their influence on B2B social media can be seen in their ability to make even the most corporate brands feel approachable and relatable. Here’s how they’re doing it:

1. Personalizing the brand voice

We see much fewer formal, jargon-heavy posts. Gen Z social media managers use conversational language, emojis, and humor to make brands sound more human. For example, instead of saying, “Our software increases productivity,” a Gen Z-type post can read, “Want to make your team’s workday smoother? We’ve got the tool you need 🚀.”

2. Prioritizing authenticity and transparency

Authenticity is key to connecting with audiences. Gen Z social media managers excel at sharing behind-the-scenes content, employee stories, and user-generated content (UGC). For instance, companies regularly share posts featuring their employees doing things together, going to events, celebrating holidays or birthdays, and showcasing the humans behind the brand.

3. Using video content to build connections

Gen Z loves short-form videos. Platforms like TikTok, Instagram Reels, and LinkedIn Live are being leveraged to humanize B2B brands. For example, Adobe has used Instagram Reels to share relatable, creative content aimed at professionals, building an approachable image for the brand.

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4. Engaging in two-way conversations

B2B Social media is no longer a one-way communication channel. Gen Z social media managers focus on creating meaningful dialogues with followers by responding to comments, asking questions, and showing genuine interest in user feedback. This fosters trust and loyalty among their audience.

Real-world examples of humanized B2B social media

Several B2B brands have successfully adopted Gen Z-inspired strategies to humanize their online presence. 

1. Slack

Slack tweets with humor and casual language to connect with its audience. Slack keeps its content fresh and engaging by focusing on relatable workplace scenarios.

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2. HubSpot

HubSpot leverages LinkedIn to share authentic employee stories, customer success stories, and tips for marketers and sales teams. Their posts consistently feature conversational tones and visually appealing graphics.

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3. Zendesk

Zendesk uses creative storytelling and visuals to highlight how their products solve real-world problems. Their relatable content focuses on customer empathy, which aligns perfectly with Gen Z’s values.

These brands demonstrate that humanized content resonates deeply with B2B audiences, fostering stronger emotional connections.

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Actionable strategies to humanize your B2B brand on social media

Want to follow in the footsteps of these successful brands? Here are five actionable strategies to help you humanize your B2B social presence:

1. Craft an authentic brand voice

Define your brand’s personality and tone, ensuring consistency across platforms. Strive for a conversational voice that resonates with your target audience while maintaining professionalism.

2. Share human-centric content

• Showcase your employees through “day-in-the-life” content or spotlight posts.
• Share behind-the-scenes stories, customer testimonials, and user-generated content (UGC) to add a human touch.

3. Leverage emerging platforms and formats

• Experiment with short-form videos (e.g., TikTok or Instagram Reels).
• Use interactive formats like Q&A sessions, polls, and LinkedIn Live to engage your audience.
• Visuals are key: According to Venngage, 65% of marketers say visual content is crucial for conveying their brand message.

4. Be responsive and engage thoughtfully

Respond promptly to comments and messages, engage your audience in conversations, and personalize your responses to create stronger connections.

5. Incorporate inclusive and diverse messaging

Ensure your content reflects the diversity of your audience. Highlight diverse voices, celebrate cultural moments, and champion inclusivity in your campaigns.

Humanized B2B social media forecast

The influence of Gen Z on B2B social media is undeniable. Their ability to balance professionalism with relatability transforms how brands interact with their audiences. Humanizing your B2B social presence isn’t just about following a trend — it’s about fostering trust, loyalty, and meaningful connections with your audience.

As more Gen Z professionals enter the workforce, expect more emphasis on authenticity, transparency, and inclusivity in B2B social strategies. By adopting these principles, your brand can stand out in a competitive market and build lasting customer relationships.

Ready to humanize your B2B brand’s social media presence? Discover how Oktopost’s social media management platform can help you create authentic, engaging content that resonates with your audience. With tools designed for B2B marketers, Oktopost simplifies content creation, scheduling, and analytics — all in one place.

Schedule a demo with Oktopost today and build a more authentic connection with your audience!