How top social media agencies use LinkedIn to build B2B authority

Why LinkedIn is more than just a lead generation channel for agencies?

In the B2B landscape, LinkedIn has become a cornerstone in visibility, positioning, and business opportunity strategies for digital marketing agencies. But its potential goes beyond lead generation: it's also a space to build community, strengthen culture, and demonstrate expertise.

What are the most active social media agencies posting on LinkedIn?

So, what are the most recognized agencies in the industry actually doing? What kind of content do they prioritize? What performs best in terms of engagement? And most importantly, what can we learn from the strategies of top LinkedIn agencies?

To answer these questions, we based our research on the Top Agencies 2025 ranking by Marketing4eCommerce, which lists the top 10 social media agencies. We then identified the five most active agencies on LinkedIn during the first half of the year, based on number of posts: We Are Social, Adsmurai, Marketing Paradise, ROI UP, and We Are Marketing.

Topics breakdown

These agencies aim to position themselves as industry thought leaders by sharing insights and trends—content that functions as knowledge sharing. In fact, 55% of the analyzed posts fall into this category. Some high-performing examples include:

• "Infinite scroll is no longer just entertainment" by Marketing Paradise.
• #Digital2025 study on industry trends by We Are Social. 

The two dominant content themes across these agency profiles are:

• Educational content & market insights (55%): the leading category, covering trends in social media, best practices, innovations, etc. For example, this content makes up 81% of Marketing Paradise's posts.

• Employer branding & agency culture (23%): includes team initiatives and internal recognitions, which help build the agency's employer brand. Adsmurai, for instance, devotes 43% of its posts to this theme.

While commercial content is far less common, it still represents nearly a third of the posts from We Are Marketing. These posts often include clear CTAs like "contact us to improve your strategy" or "let's talk about optimizing your marketing plan". 

What kind of content drives the most engagement?

The top-performing content in terms of average interactions per post highlights the agency's achievements, including industry awards and case studies.

The most celebrated posts among the LinkedIn community fall into two categories:

• Awards & recognitions: average of 81 interactions per post, far outperforming commercial content, which averages fewer than 15.
• Case studies, client works & campaigns: these earn an average of 69 interactions per post.

A strategy aligned with new B2B marketing rules

Leading agencies view LinkedIn as a long-term brand-building platform, not just a direct sales tool.

Posting around five times per week, the highest-engagement agencies focus on a blend of corporate and educational content. This mix:

1. Reinforces professional authority and industry reputation.
2. Humanizes the brand.
3. Facilitates connections with talent, media, and potential clients.

This approach goes beyond mere presence—it’s about crafting an intentional brand narrative and recognizing LinkedIn as a high-value relational channel.

This aligns with two major trends in B2B marketing:

Connect before you sell: the relational approach

The goal is to build trust, nurture relationships, and remain top-of-mind before the need arises, mirroring key B2B strategic communication practices.

Slow content: quality, consistency & purpose

Agencies aim for sustained, meaningful positioning aligned with their brand values and culture, crafting a coherent and professional narrative over time.

Cracking LinkedIn for social media agencies: 5 levers behind the best strategies

Editorial strategy lever

Principle: prioritize content that builds trust and authority.

• Focus on knowledge-sharing content—interpret studies and trends through the lens of your agency’s expertise.
• Develop case studies and campaign breakdowns not to sell, but to inspire confidence.

Goal: add a layer of expert insight and vision to communicate your agency’s values and long-term positioning.

Format lever

Principle: humanize and bring the brand closer.

• Use engaging formats like carousels, short clips, visual quotes from team members, behind-the-scenes content, and internal culture highlights.
• Show the "how we do what we do" transparently to break LinkedIn's professional coldness.

Goal: add a human layer to the brand, connecting authentically with the people behind your future clients.

Rhythm lever

Principle: maintain a strategic and consistent publishing volume.

• Post around 5 times a week, with a balanced content calendar based on your positioning and what performs best in the industry.
• Plan content quarterly by theme and produce monthly.

Goal: bring coherence to your publishing cadence, aligned with your agency’s resources and identity.

Narrative lever

Principle: build a sustained and coherent brand story.

• Shift from “posting to be present” to “posting to build narrative.” Treat LinkedIn as a positioning tool.
• Share content that shows evolution, processes, and key learnings.

Goal: add a storytelling layer to your calendar that conveys your agency’s core purpose.

Analytical lever

Principle: measure content performance and adapt to positioning.

• Weekly or bi-weekly analysis of content performance by theme and format. Use social media analytics tools to track which formats sustain engagement over time.
• Build a quarterly benchmarking template to compare your brand with competitors and evaluate your LinkedIn presence.

Goal: Aadd an analytical layer that ensures your content evolves in line with your positioning and your target audience’s engagement.

It’s essential to measure content consistently, accurately, and with enough depth and customization. With Welov.io, you can apply content filters by topic, allowing you to isolate and compare each vertical. You can also run deep, AI-powered analyses that help you understand whether your content is truly aligned with your audience, identify stronger copywriting formulas for posts, and uncover fresh ideas to keep fueling specific content themes.

LinkedIn as a strategic influence channel for social media agencies

This analysis shows that when used intentionally, LinkedIn isn't just another channel — it's a long-term brand asset. The top-performing agencies aren’t chasing quick leads; they’re building positioning through valuable, human, and story-driven content.

• The key is to plan LinkedIn content with editorial logic, not just post for the sake of posting.
• The content that drives the most impact blends authority with authenticity.
• Measuring by content type — not just generic KPIs — is essential to scale.

It’s time to treat LinkedIn like what it really is: a strategic platform that deserves purpose, structure, and analysis.