In fintech, markets are crowded, sales cycles are long, and if you’re not visible, you’re invisible, no matter how innovative your technology is.

For B2B founders, social media might not feel like a natural fit. It’s easy to think it’s for B2C brands with shiny ads and influencer marketing. But in reality, platforms like LinkedIn and niche forums are where awareness is built, credibility is earned, and partnerships begin!

1. Start With Who You're Trying to Reach

Your audience isn’t everyone under the sun. It’s people in specific roles, CTOs, operations leads, heads of trading, the ‘decision makers’. They spend time on very specific platforms. LinkedIn is a given, but also think about places like BlueSky or more technical fintech subreddits and forums.

The key is simple: show up where your buyers are already learning and engaging. Comment on what they’re talking about. Be helpful, not salesy!

2. Thought Leadership > Marketing Speak

Nobody wants another “disruptive” post that says nothing. Instead, share what you’re seeing in the market. Our Director, John Norris, always says, “content is king” and that goes for any piece of content you choose to put out for your audience. 

Post about regulation changes, industry updates, client success stories, or even a smart take on something everyone’s talking about.

Bonus: posts from founders and product leads usually get better engagement than branded company updates. People want to hear from people, not anonymous companies.

3. Talk About What’s Happening — Right Now

Social media is a timely place, where news becomes old in an instant. Whether it’s a new regtech development, latency innovation, or macro news shaking up the markets, join in on the conversation with your two cents.

Reacting in real time (even with just a short post) builds relevance. During conferences, launches, or industry events, it’s a great way to be part of the moment, even if you’re not in the room.

4. Your Product Has a Story — Show It

You don’t need a full ad campaign. A 30-second product demo, a “how it works” sketch, or even a clean chart from your latest whitepaper can go far.

Make it useful, make it clear, and don’t worry about being overly polished. 

Social media isn’t about going viral. For B2B fintech firms, it’s about showing up consistently, staying relevant, and giving people a reason to remember you.

Done right, it won’t just build awareness, it can keep your company top of mind for your potential next client. Partnerships, pilots, press coverage. It all starts with being part of the conversation.