New Media channels B2B brands should use in 2026

Insight

Feb 19, 2026

4 mins

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Key takeaways: New media channels B2B should use in 2026

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1.Use LinkedIn strategically: Publish thought leadership, boost personal brands, and position executives to build authority.

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2. Use Substack and newsletters: Place insights or case studies to reach decision-makers directly.

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3. Create video content: Explain complex solutions, share demos, or host webinars to educate and build trust.

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4. Engage in professional communities: Participate in LinkedIn Groups, Slack channels, or forums to gather insights and spark conversations.

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5. Collaborate with creators and analysts: Turn expert voices into earned media placements that amplify credibility.

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What is the new media?

New media is social-first, creator-led channels where audiences share news, culture, and ideas. Example of new media placements include social media, podcasts, LinkedIn, newsletters, and YouTube. For a deeper look at how these channels are shaping PR and how brands can leverage them, see our article, “What is New Media?”

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What does new media PR mean for B2B brands?

In 2026, B2B brands can’t rely solely on generic press releases sent to national trade publications. Your target audience - whether that’s executives, decision-makers, or users of your service - spends time on LinkedIn, Substack, and YouTube.

That means a modern PR strategy must integrate digital-first channels to reach audiences where they actually consume information.

In this guide, we cover the most important new media channels for B2B brands, how PR services can activate them, and practical steps you can take today to build reach, authority, and relevance.

For B2B brands, new media PR isn’t about posting more content. It’s about earning credibility, visibility, and trust across the channels decision-makers already rely on. A modern PR strategy blends thought leadership, executive positioning, creator partnerships, and community engagement to support long-term growth and demand generation.

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Download our Litepaper for New Media channels in 2026 ‍

Sign up to get your copy of our Litepaper and discover how to use new media to reach modern audiences, amplify your brand, and stay ahead in 2026.

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1. LinkedIn

Best channel to establish thought leadership and personal branding

LinkedIn remains the go-to channel for B2B audiences, but only posting company updates isn’t enough. The real impact comes from genuine thought leadership and value-led posts which should be a part of your personal brand PR and executive positioning strategy.

Actionable PR Strategies:

Thought Leadership – Share articles, insights, and trends - with the addition of your insight. Thought leadership is only leadership if you’re moving the conversation forward.
Personal brand building – Find your niche or USP, post consistently, and engage in peer and industry discussions, Executive positioning – Get leaders featured in webinars, panels, or digital publications to strengthen credibility and influence.

LinkedIn reports that 92% of B2B marketers use the platform for content distribution (LinkedIn Marketing Solutions)

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Download our New Media Litepaper

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2. Substack and newsletters

Best channel to target most engaged audiences

Newsletters and Substack are perfect for reaching highly engaged decision-makers. Unlike social media, they give brands direct, subscription-based access to professionals who actively consume and trust the content.

Actionable strategies:

Collaborate with editors or Substack authors – Feature your brand in co-branded content or curated newsletters.
Share exclusive insights – Use research, case studies, or thought leadership to build credibility.
Promote events and resources – Drive sign-ups for webinars, reports, or other lead-generation campaigns directly through the newsletter.

UK B2B marketers widely adopt newsletters as a core content channel, with around 71 % using them to distribute content and 73 % sending newsletters strategically — showing the strong role owned newsletters (including platforms like Substack) play in reaching decision‑makers directly in 2026. (SQMagazine)

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3. Video Content

Best format to relay storytelling

Video is one of the most powerful ways to tell your B2B story. From product demos and webinars to executive interviews, video makes complex ideas easy to understand and helps brands educate and influence decision-makers. YouTube, LinkedIn Video, and webinar platforms amplify reach and engagement.

Actionable PR Strategies:

Create a video series – Showcase expertise, product solutions, or customer success stories.
Partner with analysts or creators – Drive credibility and reach through trusted voices.
Repurpose webinars – Turn recordings into short clips for social sharing and broader visibility.

YouTube is one of the top platforms used for B2B video marketing: about 90% of B2B marketers use YouTube as their primary video platform — more than any other social site. Wix.com

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Download our New Media Litepaper

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4. Professional communities like Reddit & LinkedIn Groups

Best channel to interact with audiences in real time

Reddit, Slack, LinkedIn Groups, and niche forums are where B2B decision-makers connect, share insights, and evaluate vendors. Brands that engage thoughtfully can build trust, gather intelligence, and generate leads.

Actionable PR Strategies:

Host AMAs – Let executives or product experts answer audience questions in real time.
Collaborate with moderators – Feature your content, webinars, or co-created posts to boost visibility.
Use community insights – Use discussions to inform broader PR campaigns and content strategy.

Online community channels like Reddit are increasingly part of the B2B buyer journey in 2026, with around 72 % of tech decision-makers using Reddit for peer reviews and 49 % using it for product research — making community engagement a valuable component of modern PR and new media strategies. Forrester.com

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5. Creator and analyst-led channels

Best approach to influence public opinion

Analysts, industry reviewers, and niche creators are the voices B2B buyers actually trust. Partnering with them strategically improves your credibility and helps your brand get noticed faster - speeding up the decision-making process.

Actionable PR Tactics:

Find the right experts – Identify industry creators and analysts whose audiences align with your B2B brand.
Share your story strategically – Pitch case studies, research, or thought leadership to earn trusted third-party validation.
Build authority over time – Run ongoing campaigns with these voices to establish long-term credibility and influence.

A UK B2B survey found 61% of tech decision-makers value analyst reports or influencer recommendations when evaluating vendors. (PRMoment)

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Summary table: New media channels B2B should use in 2026

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Channel	Best for	PR Strategies	Engagement potential
LinkedIn	Thought leadership	Thought Leadership, Personal brand, Executive Positioning for CEOs	High
Substack and Newsletters	Communication with engaged audiences	Co-branded content, research, case studies	Medium-High
Video and YouTube	Storytelling and Influence	Earned video coverage, webinars	High
Professional Communities	Peer and expert engagement	AMAs, community features	Medium
Analyst and Creator-Led	Industry credibility	Thought leadership, expert commentary	High

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Stay ahead of your PR strategy in 2026

Grab your copy of our New Media Litepaper and see how adding new media to your PR strategy can help your brand reach the right people, spark engagement, and stay ahead in 2026.

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FAQs: New Media PR for B2B Brands in 2026

1. What are the top new media channels for B2B PR?

LinkedIn, Substack, newsletters, YouTube and short-form video, professional communities (Slack, Reddit, LinkedIn Groups).

2. How can LinkedIn help B2B PR?

Use thought leadership, personal brand PR, and executive positioning to share insights, engage with your peers and target audiences, and build authority.