Social media is an integral pillar of modern PR and marketing. And that’s as true in the B2B scientific and engineering space as it is in every aspect of modern life. In this blog, we outline some simple – yet effective – ways to boost your social reach and impact.
- Using the right platforms
The simplest way to improve your social media success is to ensure you are using the right platforms – the ones that your customers are using day-in, day-out. But which social media platforms should scientific and engineering organisations be using? It’s easy to make costly mistakes if you’re not focused on the social media platforms tailored to your business and customer engagement.
Whilst social media platforms such as Instagram and TikTok are great for brand visibility, they may not resonate best with your customers. Research indicates that LinkedIn, with its explicit professional networking focus, is a clear winner for reach, and engagement, and conversation. LinkedIn drives approximately 80% of all B2B social media-generated leads[1]. Hence, this is a platform best suited to the scientific and engineering sphere, enabling organisations to communicate and grow.
Nevertheless, whilst you can include video in LinkedIn posts, recent research suggests that the appeal of video content on LinkedIn is decreasing by 35%[2]. Thus, by also using video-based social platforms, businesses can showcase specialist skillsets, with a whopping 80% of engineers turning to YouTube for industry updates, tutorials and product deep dives[3]. Utilising these platforms and the appropriate content, businesses can optimise their social media strategy, and a balance of professional and video-based platforms can enhance your digital growth.
- Short form video and visual storytelling
Short form video is rapidly transforming the PR and marketing of scientific and engineering organisations. With YouTube ranking as the top social media platform, it is becoming increasingly clear that short clips (typically between 30 and 60 seconds) are highly effective – capturing viewers’ attention due to their concise nature.
The effectiveness of this marketing tool lies in its use as a discovery engine. Platforms such as TikTok, Instagram Reels and YouTube shorts are designed to surface new content to users based on interests and this dramatically increases reach for both creators and businesses[4]. Thus, viewers are increasingly using short form video as a primary discovery tool. Adding video into your social media mix also enhances visual storytelling, which potential customers have a huge appetite for. Therefore, we strongly recommend including short-form video in your social media marketing – to boost both, success and reach.
- Managing complex ideas
Following on from the magic of short-form video is the effectiveness of simplifying complex ideas. Particularly in advanced technical sectors such as science and engineering, breaking down complex concepts is a great way to attract clients in an authentic way. A recent survey revealed that 87% of B2B buyers say that video content influences their purchasing decisions.
In-depth, long form technical features also have a clear place in marketing for scientific and engineering companies – demonstrating your credentials and understanding of your customers industries and problems. But simplified, quick-fire content can grab your customers’ interest effectively. By posting bite-sized tutorials or breaking down the engineering process, organisations can build trust with their audience. Essentially, there’s a place for both long and short content – but there are preferred platforms for each.
- Audience engagement
Another simple but effective way to build a relationship with your audience is to engage! Interactive content (including polls, quizzes and Q&As) generates 52.6% more social engagement than static content[5]. In webinars, Q&As and real-time polling, participation and retention of Information dramatically increases in comparison to passive viewing[6]. This form of content is well-suited to the science and engineering space as organisations can attract an audience with technical skills who have an hunger for the sharing of knowledge and information, and for debate and discussion. Hence, incorporating engaging posts and videos into your own social media enhances your relationship with your audience and improves your overall marketing performance.
- Showcasing brand culture and the people behind the scenes
Finally, we land at our last way for scientific and engineering companies to boost social media success – showcasing brand culture and the people behind the scenes. People trust people. Down to earth content like a ‘day in the life’ of an engineer or video introductions to staff members creates an environment of trust and transparency which is vital in the B2B world. Content shared by employees receives 8x more engagement than content shared from corporate brand channels[7]. Showcasing brand culture is a productive and authentic way to enhance your social media efforts.
Summary
In this blog we’ve given some pointers on selecting social media channels and on the type of content that gets your message across. By using the right platforms, utilising video and engaging with your audience, you can enhance your marketing effort quickly and effectively.
When it comes to social media, Bruno, our Chief Barketing Officer, recommends you bark up the right platforms and keep a paw-sitive mindset.
If you’d like to explore how Aro could help increase the success of your social media, or simply to have an informal chat about generating opportunities to grow your business, drop us an email at info@aroprandmarketing.co.uk or call 0117 379 0008.
[1] Kanani, R. (2025). LinkedIn Advertising Stats – everything you need in 2025 –. [online] Radiateb2b.com. Available at: https://radiateb2b.com/blog/essential-linkedin-advertising-stats/.
[2] Like, T. (2026). The 5 LinkedIn tips no one tells you. [online] The 5 LinkedIn tips no one tells you. Available at: https://www.thinklikeapublisher.com/the-5-linkedin-tips-no-one-tells-you/ [Accessed 11 Feb. 2026].
[3] Bhattacharya, A. (2025). How Engineers Trust YouTube for Research. [online] Anionmarketing.com. Available at: https://www.anionmarketing.com/blog/how-engineers-trust-youtube-for-research [Accessed 15 Dec. 2025].
[4] Above Quality – Digital Marketing Solutions. (2025). The Rise of Short-Form Video: The Future of Digital Content. [online] Available at: https://above-quality.com/short-form-video/ [Accessed 15 Dec. 2025].
[5] Barreto, H. (2024). Engage Your Audience with Interactive Content. Forbes. [online] 20 Jun. Available at: https://www.forbes.com/sites/forbescontentmarketing/2024/06/20/engage-your-audience-with-interactive-content
[6] Nash, B. (2025). Webinar Statistics 2025: 96+ Stats & Insights [Expert Analysis] – Marketing LTB. [online] Marketing LTB -. Available at: https://marketingltb.com/blog/statistics/webinar-statistics [Accessed 7 Jan. 2026].
[7] Amra and Elma LLC. (2025). TOP 20 EMPLOYEE MARKETING STATISTICS 2025 | Amra And Elma LLC. [online] Available at: https://www.amraandelma.com/employee-marketing-statistics [Accessed 7 Jan. 2026].
