Good Karma Socials

Showing a bit of personality can actually help you grow. So why do so many B2B brands still sound so robotic?

If your social media feels stiff, overly polished or like it’s been run through a buzzword generator you’re not alone. (But you’re also not doing yourself any favours.) B2B marketing is still about people. And people always value connection over cold professionalism. As AI-generated content becomes more widespread, we believe that now is the perfect time to explore why human-led communication is so very valuable.

Now, we’re not saying that you should abandon all credibility to be relatable. You just need to stop hiding behind jargon and start showing a bit more humanity.

Here’s the issue with robotic-sounding B2B content:

Robotic B2B breaks connection.

Social media is about building relationships. When your tone is too formal or generic, your audience feels like they’re talking to a faceless company and not a brand with values and people behind it.

Looking to kill engagement? Boring B2B does just that

No one wants to interact with content that sounds like it was written by a robot. (It makes us feel silly!) People engage with posts that speak to their emotions, experiences or needs. Robotic language does the opposite – it distances and disengages.

Byebye visibility

Search engines (and platforms like LinkedIn) favour content that’s human-written, engaging and valuable. If your posts sound AI-generated or stuffed with keywords, you’ll likely be pushed down in the algorithm, not to mention ignored by actual people.

Your boring B2B content = just another face in the crowd

Playing it safe is the fastest route to being forgotten. Sounding “professional” doesn’t have to mean dull and it’s often the brands with real personality that break through the noise. MailChimp is a good example of this, having a strong reputation for its humorous and engaging campaigns.

So remember, being in the B2B space doesn’t mean your content has to be boring. Focus on creating content that feels human. Let your brand’s personality shine and share genuine stories. Don’t be afraid to add a touch of humour and always make space for two-way conversation. Now don’t be anti-AI – AI can support your process, but it’s your unique voice that truly connects and that’s what will set you apart. The more authentic, human and story-led your social media is, the more likely you are to attract the right people and turn them into loyal clients or collaborators.

Need help making your B2B brand stand out with heart?

At Good Karma Socials, we help values-led businesses find their voice, connect with their audience and grow in a way that feels good. Let’s have a chat.