B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

Physical campuses for creators set to return: These spaces could offer creators and brands opportunities to collaborate and learn as the industry professionalizes.

Measuring attribution and return on investment remains a key challenge when marketing with influencers—which means that it can be hard to quantify the merits of utilizing them. But neuroscience research from the UK, showing cognitive responses to traditional marketing vs. influencer posts, may provide some answers.