The Problem With Social Selling Today

Over the past few years, we’ve witnessed a significant shift in how B2B sales operate. AI has transformed the landscape, enabling companies to move faster than ever before. While these advancements have streamlined operations, they’ve also introduced new challenges. First, companies that lag behind and don’t move at the pace of the new AI era – will die. Second, genuine human connections in an increasingly AI-driven world.  Let’s be honest: social selling in 2025 has lost some of its edge.

Once a fresh, personal way to connect with prospects, it’s now become bloated with automation, templated messages, and AI-generated fluff. Everyone is “doing social selling.” But how many are actually doing it well? And worst, any interaction today is being questioned – is it real?

Social selling today is broken not because tools don’t work, but because the people using them have forgotten what it means to actually connect.

AI can scale distribution, but it can’t create anything truly genuine, or scale trust.

LinkedIn: Still the Top Platform for Social Selling

In the crowded B2B market, LinkedIn stands out as the leading platform for B2B interactions. According to recent data, LinkedIn continues to be the most effective channel for B2B lead generation, with 97% of B2B marketers utilizing it for digital marketing efforts.

LinkedIn consistently delivers the highest conversion rates for B2B outreach. Its professional environment fosters meaningful business connections, making it an indispensable tool for social selling. At Heyou, we see this every day. LinkedIn is, without question, our #1 source of high-intent, high-converting business conversations. No other platform comes close.

The Challenge: Rising Above the Noise (with or without AI)

As more businesses flock to LinkedIn, the platform becomes increasingly saturated. Automated messages, generic content, and impersonal outreach have become all too common. This noise makes it harder for genuine messages to stand out.

The key to cutting through this clutter is authenticity. Prospects are more likely to engage with content and messages that feel personal and sincere. They want to connect with real people, not faceless corporations or bots.

But here’s the twist: as AI becomes more powerful, so does our radar for detecting inauthenticity.

Buyers are smarter. They can tell when a message was written by a machine. They can feel the difference between engagement and real engagement. And no amount of automation can replace a comment that makes someone think, “Wow, they actually get me.”

That’s the new bar for social selling in 2025.

AI can help you identify your ideal buyer. It can help you schedule content. It can even suggest what to say. But it cannot, and should not, replace your voice. It can definitely help you enhance it.

Authentic Social Selling, without sounding like a bot

To build genuine relationships in the digital space, you need to, personalize your outreach, engage consistently and share genuine thoughts. I know – everyone knows it, but how can you use AI to enhance your voice and share it, without sounding like a bot? The role of AI is to enhance – not replace – human interaction.

1. Be Visible, Not Just Active

Too many people confuse automation with visibility. Engaging with your connections’ posts, liking, adding thoughtful comments, asking real questions, and showing up with a clear point of view will.

We often forget: the “social” in social selling doesn’t mean “broadcast.” It means relationship.

In 2025, it’s not the most automated sellers who win. It’s the most intentional one. Those who take the time to learn, engage, and build trust.

Use AI to prompt and help you comment, example: 

“Chat, see below a comment on LinkedIn.
These are my thoughts about this: {add your thoughts here, or write instead “suggest
some opinions around this topic”}.
Can you suggest a comment that would resonate with those thoughts?
My writing style is simple, genuine, professional and experienced. I don’t like too many

emojis or exclamation marks, only when needed, and in a subtle way.”

2. Treat Every Message Like It’s a Handshake

Don’t send “Let’s connect” messages that feel like a copy-paste job. Your prospect knows. Mention something recent they posted, a mutual connection, or even a shared interest.
People don’t respond to pitches, they respond to relevance.

And yes, it requires you to actually send it yourself. AI can help here, but don’t be a bot.

3. Use AI to Listen, Not Just Talk 

If you take one tip from thai article, take this one – AI can surface trends and insights faster than any human can. Use it to understand your audience. Let it inform your approach, but don’t let it dictate your tone. For example, here’s a prompt I often use: 

“Hi chat! See below a profile of {name}, my goal is to connect with them to offer {xyz}.
They talk about {write topics or suggest recent articles/things they wrote}.
Please read their assets and profile carefully and suggest a good way to approach with
my goal in mind. 
My writing style is simple, genuine, professional and experienced. I don’t like too many
emojis or exclamation marks, only when needed, and in a subtle way.”

And most importantly – NEVER send anything without reading it carefully and adjusting it to who you are.

4. Short-Form Video is a Hidden Weapon

95% of B2B buyers engage with videos during their purchasing journey. 83% of B2B buyers would tour a product via video over written format instead. 94% of people watch explainer videos to understand products and brands better. 

Do you need any more proof that short-form video is now the most ROI-positive format in B2B social media? What’s nice today is that you don’t need a studio, just a face, a phone, and something to say. With AI, you can do incredible things as well, but for sales purposes, just KISS (Keep It Simple Stupid) it.

Authentic engagement cannot be automated. While AI can provide the tools and data, the human touch is irreplaceable in building trust and rapport. 

So how can you tap into that game? Create videos. 

For pitching through videos you can use Vidyard or Loom to create short videos easily and share them. 

You can also share educational or promotional videos to drive engagement and curiosity, such as webinars, product videos, social media videos – anything that moves drives more attention. 

LinkedIn Is Still King. The Future of Social Selling? It’s Personal.

If you’re serious about social selling in B2B, LinkedIn is where you want to be.

It’s where decision-makers hang out and where buyers do research.

In a world where more people spam the feed, it’s harder for genuine voices to be heard. That’s why the future of social selling on LinkedIn isn’t about automation, but smarter human interaction, backed by smart tools.

In 2025, as AI continues to evolve, the importance of authenticity in B2B social selling becomes even more critical. Businesses that prioritize genuine connections over automated outreach will stand out in the crowded digital landscape.

Human First, AI and Automation – Second.

What We’re Building at Heyou for smart social selling

At Heyou, we’re not just observing this shift, we’re part of it.

We help companies amplify the voices of their people, not with fake engagement, but by making it easier to show up consistently, authentically, and at scale.

In a world full of AI-generated everything, we believe real human connection is your most defensible advantage. And we’re building the tools to help you protect and project that edge, on LinkedIn, and beyond.