Growing B2B Business by 690% (The Social Playbook)

690% growth in 30 days sounds like a typo until you see what changed: we stopped trying to look “professional” on every platform and started trying to be interesting where it counts. I’m Charles from Cubic Promote, and I’m breaking down the social media strategy that helped our Instagram and TikTok viewership and engagement jump fast using short form content that actually fits how people scroll. 

We get into the B2B trap that keeps brands invisible: treating every channel the same and posting dry updates that feel like press releases. LinkedIn can reward education and company news, but Instagram Reels and TikTok play by different rules. For transactional B2B businesses like branded merchandise and uniforms, there’s only so much you can “educate” the market about. What you really need is brand recognition built through repeated touchpoints, and humour is one of the cleanest ways to earn that attention without begging for it. 

I walk through our practical content system: short office skits from five seconds to three minutes, a simple workflow that combines AI generated base scripts with improvisation, and a deliberate “The Office” style tone that corporate buyers instantly recognise. We also talk cadence, why perfectionists get punished, and the weird truth that the clips you think will be bangers often flop while the “good enough” posts travel. Plus, the unexpected upside: customers calling to say they laughed and a genuine lift in team morale. 

If you want more B2B social media growth tactics, TikTok marketing ideas, and a realistic playbook for building demand through brand, subscribe, share this with a founder who plays it safe, and leave a review with the one thing you’ll try next week.

 Follow Cubic Promote:
🌐 Website: https://www.cubicpromote.com.au
🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote
📸 Instagram: https://www.instagram.com/cubicpromote/
👍 Facebook: https://www.facebook.com/CubicPromote
🎵 TikTok: https://www.tiktok.com/@cubic_promote
📌 Pinterest: https://au.pinterest.com/cubicpromote/
⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ
✖️ X: https://x.com/cubicpromote 

Transcript

Welcome And The 690% Claim

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Welcome to the promo playbook by Cubic Promote. I'm your host Charles. Today I'm going to be talking about our social media and how we were able to grow our Instagram as well as our TikTok by 690% over the course of 30 days. Hey, what's up everyone? Today I'm going to talk about something that most B2B founders are scared to touch, being interesting. We just looked at our numbers for Cubic Promote over the last 30 days and our TikTok and our Instagram viewership and engagement, they were up 690%. That's not a typing mistake. 690%. Hey, look, I'll be the first to tell you, we've been in the game for a long time. For years we fell into the same trap every other B2B business does. We thought being a B2B company, we had to be professional. For me, that's just a fancy word for being boring. But here's the reality. No one wakes up and says, I can't wait to go on YouTube and learn about the new ATO classifications for using pencils at work. For those who are not in Australia, ATO is our tax department. It's just not happening. Even in higher education industries, your customers are human beings, and human beings have an incredibly low tolerance for being boring, especially when they're absurding content on their phones at 9 o'clock at night or even 9 o'clock in the morning. In B2B, we treat every channel the same. We found, or our team found, that's a mistake. You have to understand the playbook for each platform. On LinkedIn, yeah, sure. Education, being professional, company updates, that's the vibe that you have to do. But different platforms have a different playbook. IG and TikTok, if you're posting press releases or dry product specs here, you're just shouting into a void. We realize that for a transactional B2B business like for ourselves, branded merchandise and uniforms, we can't educate people on what a pen is. We need a brand recognition. And to achieve that, we know that it takes 19 touch points before a B2B client even thinks about making an inquiry. If you're only using serious touch points, you're never going to hit that number and then they're going to get bored of you. So we changed the playbook for social media. We chose to use humor. So the strategy for us was we use comedy as a humanizer. We use comedy as a way to show our personality, and we did that through creating short office skits. Short office story skits that are between the times of five seconds through to three minute episodes. Here's a how-to if you want to replicate this. So we created scripts using AI and improvisation. So using AI to generate base scripts, and then we get in front of the camera and we just let it rip. We re-enact at times what's trending on Instagram as well as TikTok. B2B things, things that happen in the office, things that happen funny in real time, and we re-enact it with a cubic promote twist. There's a TV show for those young enough or for those old enough called The Office. There was an American version and an English version. So we leaned into that dry office style of kind of cringy type of humor, stuff that works in a corporate. People that work in a corporate environment understands. And guess who works in a corporate environment? Other businesses. Guess what we do? We're a B2B business. We aim to post twice a day. Sometimes we miss it, sometimes we hit only one post a day. And here's a tip for the perfectionists out there. The posts that we think are going to be bangers usually flop. The things that we think are just merely okay, they're the ones that tend to go viral. And a side win for us was that it's the clips humanizes us. At times we've had a customer call us up out of the blue and they've said that they've enjoyed and they've laughed at the clips that we've done. They see our team laughing, they see the personality, and suddenly we aren't supplying number four. We're the team that we're actually wanting to work with because we're approachable. It's not just a marketing wind though, it's for a win for the company culture as well, because we get the whole team involved. It boosts morale, it's a bit of fun, it takes a bit of a break away from the day-to-day transactional grind. Now, full transparency. Do I expect a 690% increase month-to-month? No. But here we are looking for consistency. So for the next month, even a double-digit growth will be a huge win for us. We found that whether the clip is good or bad, just post it regardless. You have to get over the idea that what is interesting to you is what is interesting to the market. Usually it's the opposite. If you're a B2B business, don't forget that you are a human being, your team are human beings, your customers are human being, and humor can actually cut through. And for us, it's been a tremendous success. If you want to see how we're doing, head over to our website or better still, head over to Instagram or TikTok, follow us, like our posts, and have a look to see how we were able to achieve a 690% engagement rate in over 30 days. Thank you for listening to the promo playbook by Cubic Promotes. Stay tuned for the next episode.