Summary
- Trust cannot be purchased; it must be cultivated. A reliable and transparent digital presence creates more credibility than any press release ever could.
- Platform localization is crucial because the location of your audience determines how and where they engage.
- Broaden your content strategy by leveraging the distinctive styles of various platforms, from TikTok to Telegram, to add a human touch to your brand.
- Invest in empowering your team by supporting employee-driven content and enhancing leadership visibility.
- Go beyond measuring likes by tracking metrics such as lifetime value (LTV), return on investment (ROI), and leads generated through social media to demonstrate business impact.
Social media has transformed from merely a brand awareness platform into a crucial strategic tool for B2B communication, especially in the iGaming industry. At a thought-provoking panel hosted by the iGaming Club in Malaga, experts delved into this transformation, examining how social media platforms are redefining sales, marketing, and reputation management.
Why social media matters in B2B
Valentina Bagniya, the CMO at SOFTSWISS and a panel moderator, began the discussion with a compelling observation: Not so long ago, B2B and social media were rarely connected, especially in tightly regulated, product-centric industries like iGaming. Today, that scenario has transformed significantly. Social media has become a potent tool for B2B engagement, whether the goal is building brand awareness, recruiting top talent, launching new products, or fostering trust. Unlike traditional performance channels, it offers a unique opportunity to showcase not only your work but also who you are. Alexandra Voronetskaya, CMO at EvenBet Gaming, highlighted the trust-building challenges within the controversial iGaming industry. On social media, it's tough to fake your identity. Your digital footprint reveals more than any website can. In today's marketplace, brand narratives often commence well before sales pitches, with credibility frequently being established through a company's digital presence. Alexandra also pointed out the importance of understanding regional platform preferences. LinkedIn is dominant in Western Europe and the U.S., while Latin America favors Instagram, and Telegram prevails in Eastern Europe. Your strategy should align with where your audience is truly active. Daniela Sliva, PR & Creative Projects Director at Casino House Group, added, Social media is like investing—you can't focus all your efforts on a single channel. Diversification is not optional; it's essential. TikTok emerged as an unexpected yet increasingly relevant channel for B2B marketing. Some of the most spirited discussions arose around TikTok's role. Daniela recounted a UK campaign that began as a B2C initiative using influencers but resulted in significant visibility and engagement that extended into B2B outcomes. With our B2C campaign, we didn't just achieve impressive numbers—we possibly saved lives. The impact was so profound that we made the shortlist for Marketing Campaign of the Year at the iGB Awards. What we discovered is that B2C tactics can be effectively adapted for B2B results. Even platforms like TikTok, often overlooked in B2B, can become formidable tools when used skillfully. Diana Larina, Head of Marketing at Evoplay, provided an essential perspective: Each platform has its own emotional tone. On TikTok, you can be more playful and relatable, which humanizes your brand. Social media has evolved beyond a tool for the marketing team alone. Irina Malkova, Senior Business Development Manager at Kadam, emphasized that metrics such as LTV and Return on Spend are now tracked across social campaigns. We're not just building awareness anymore. We measure how social media contributes to the pipeline and actual deals. She also recognized the growing credibility delivered by social media: Seeing tangible results and precise clients coming directly from social media proves it's more than just engagement—it's critical to business. Diana shed light on the concept of dark social, where leads are nurtured for months through non-trackable channels before conversion. People may follow you for some time before filling out a form. Ignoring that journey leaves you blind to your own sales funnel. The panel agreed that expertise alone isn't sufficient. Brands need to showcase their human side. As Alexandra said, Don't hide behind corporate jargon. Be simple, be authentic, and communicate in a way your audience appreciates, as it’s crucial. Valentina stressed the importance of balancing tone: We should be seen as experts but also approachable. People don't exclusively read expert content. They follow because of the personality reflected in the brand. Daniela added, You can still be an expert while infusing your unique personality into the brand. This will not only enhance credibility but also foster trust and likability, driving the business forward, especially in this industry. Encouraging employee involvement in the brand's voice is vital. Building internal personal brands is as important as any paid campaign. Employee-Generated Content (EGC) has gained traction in marketing communications. Such content is often more credible as it doesn’t resemble polished advertising. According to a LinkedIn study, employees are the most trusted source of company information, with 70% of people placing more trust in them than in other sources. Diana concluded, When a new lead is already familiar with your team from social media, it shortens the sales cycle and increases the likelihood of a long-term partnership.
The takeaway
What should B2B brands in the iGaming sector learn from this? Social media is no longer optional; it is a critical component of their business strategy. Whether through regional customization, employee-driven content, or AI-enhanced processes, the platforms you choose significantly influence market perception. Here are five essential insights for industry leaders: As Valentina pointed out, Social media is not just a marketing tool. It is the foundation of modern reputation, trust, and revenue.
