During a global 2025 survey, approximately ** percent of responding business-to-consumer (B2C) marketers reported using Facebook for marketing purposes, making it the most used social media platform within that segment. Among responding business-to-business (B2B) marketers, LinkedIn ranked first, mentioned by ** percent. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

During a 2025 global survey, approximately ** percent of responding business-to-consumer (B2C) marketers said Facebook was the most important social media platform. Among business-to-business (B2B) professionals, LinkedIn ranked first, selected by ** percent. According to the same study, YouTube and LinkedIn were the social media in which most global marketers planned to increase their investments throughout that year.

A 2024 global survey asked business-to-business (B2B) content marketers to select up to three organic social media platforms delivering the best value for their organizations. Approximately ** percent chose ********. Facebook, Instagram, and YouTube rounded up the top four, selected by **, **, and ** percent, respectively.

During an early 2023 survey among business-to-business (B2B) marketing professionals worldwide, ** percent of respondents reported using LinkedIn for B2B marketing in the past year. YouTube ranked second, mentioned by nearly two-thirds (or ** percent) of responding marketers.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents.

              The global social media marketing segment

              According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

              Social media for B2B marketing

              Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

During a July 2022 survey among B2B marketers who used social media platforms for paid content promotion worldwide, ** percent of respondents stated that they made use of LinkedIn over the previous 12 months. Facebook was ranked second with ** percent of respondents, which was a drop of ** percentage points, compared to 2021, when ** percent stated using it.

During a 2025 survey, approximately ** percent of responding business-to-business (B2B) marketers in the United States and the United Kingdom reported using Facebook for marketing purposes, making it the most used social media platform within that segment. Another ** percent of respondents were actively on YouTube and Instagram, respectively.

A survey conducted in 2024 in the APAC region shows what are the most popular social media channels used by business-to-business buyers (B2B). YouTube appears as number one at ** percent, followed by both Facebook and Instagram at ** percent each. The least popular among buyers are Reddit, Pinterest and WeChat at around * percent each.

A survey conducted in 2024 in the EMEA region shows what were the most popular social media channels used by business-to-business buyers (B2B) in the previous seven days. WhatsApp and Facebook were the most used at ** and ** percent respectively, followed by YouTube and Instagram at an equal ** percent share. WeChat and dating apps were the least popular choice, around *** percent.

A survey conducted in 2024 in the United States shows what are the most popular social media channels used by business-to-business buyers (B2B). YouTube appears as number one at ** percent, followed by Facebook with ** percent and Instagram at **. The least popular social media channel among the buyers is WeChat, at around *** percent.

During a 2024 global survey among marketing and media leaders, around ** percent reported using X (formerly known as Twitter) for their content marketing efforts; ** percent turned to Facebook. According to the same study, Facebook and Instagram were the social media platforms most used by global marketers for organic content and paid ads.

As of August 2024, approximately ** percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) said their organizations used social media platforms organically to distribute content during the 12 months preceding the survey. A blog on a corporate website and an email newsletter followed, respectively, mentioned by ** and ** percent of the participants. According to the same study, around ** percent of B2B marketers anticipated a rise in investments in AI-powered content optimization and creation.

During a 2025 survey among marketers worldwide, approximately ** percent said Facebook was the most important social media platform. LinkedIn and Instagram followed, respectively mentioned by ** and ** percent of respondents. Why marketers use social media as a branding channel According to the same study, the leading benefits of social media marketing were increased exposure and traffic. In other words, mastering a brand's presence on such platforms can make a company's products and services known across multiple demographics as well as generate traffic for its online sales. Marketers' favorite social media platforms The survey also revealed that business-to-consumer (B2C) and business-to-business (B2B) marketers' top social media can vary. While B2C professionals bet on Facebook and its still massive usage rate, B2B strategists focus on LinkedIn, where companies can see and be seen. However, the social media video platforms in which marketers wanted to invest more were YouTube and Instagram.

During a survey among business-to-business (B2B) marketers published in February 2025, approximately ** percent of participants said they utilized marketing automation in email marketing. Social media management followed, mentioned by ** percent of respondents. According to the same study, B2B marketers' top goals when improving marketing automation included better data quality and ideal customer and prospect identification.

During a 2024 survey among business-to-business (B2B) marketers worldwide (but predominantly based in North America), approximately ** percent reported having a documented content strategy. A year earlier, the share stood at ** percent. According to the same study, LinkedIn and Facebook ranked among the most valuable social media platforms for B2B content marketers.

As of August 2024, approximately ** percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) listed understanding the audience among the leading factors contributing to content marketing's success. High-quality content and industry expertise followed, selected by ** and ** percent of respondents, respectively. According to the same study, B2B content marketers' leading paid content distribution channels included social media ads and search engine marketing (SEM).

During an early 2023 survey among marketing leaders from for-profit companies in the United Kingdom, all of the respondents said their company used social media marketing for B2B products for brand awareness and brand-building. The respective share was ** percent for B2B services.

As of August 2024, approximately ** percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) included social media advertising and promoted posts among their paid channels for content distribution. Search engine marketing (SEM) and pay-per-click (PPC) tactics followed, mentioned by ** percent of respondents. According to the same study, B2B content marketers' top channels included organic social media and corporate blogs.

Nearly ** percent of business-to-business (B2B) marketers surveyed worldwide in 2022 considered LinkedIn "extremely" or "very effective" in reaching marketing goals. For another ** percent of respondents, the platform was "somewhat effective" for marketing purposes. LinkedIn was considered the social media where marketers get the best results from paid content.

This statistic displays the importance of social media to B2B marketers in the United Kingdom as of 2014. Among marketers, ** percent reported social media was critical to their marketing efforts.