During a 2024 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.

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.

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.

This statistic presents the ranking of the social networks most used by B2C and B2B companies in France in 2021. That year, Facebook was the flagship social network with almost all of the B2C commerce companies surveyed using it in a professional environment. Facebook, Twitter, Instagram and YouTube were close in terms of pole positions of the social networks most used by B2B companies (more than ** percent).

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 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.

In 2024, almost ** percent of B2B companies in Germany used the business network LinkedIn to promote their company. Over ** percent used Instagram, while around ** percent promoted their company on Facebook.

During a 2019 survey carried out in Mexico, Colombia, and Venezuela, ** percent of responding PR professionals stated they used Instagram for business-to-business (B2B) influencer marketing, whereas ** percent said they used Facebook for that purpose. Furthermore, the business oriented social networking site, LinkedIn, was used by ** percent of respondents for B2B influencer marketing. The survey also found ** percent of respondents used Instagram for business-to-customer influencer marketing.

Influencer marketing investments in Latin America With the large number of influencers in Latin America, predominately located in Brazil, there have been plenty of opportunities for investments in the region’s influencer marketing industry. A 2019 survey found ** percent of responding Latin American tourism companies stated they planned to spend up to ** percent of their annual sales on influencers. Meanwhile, Latin America’s most-followed athletes on Instagram were reported to have an average media value per post of up to ***** thousand U.S. dollars.

Global influencer marketing spending Between 2016 and 2019, the value of the global influencer marketing industry grew nearly ** percent, reaching *** billion U.S. dollars in 2019. That year, influencer marketing on YouTube alone accounted for around *** billion U.S. dollars worldwide, and this sum is estimated to rise to *** billion in 2020. Instagram is also a highly invested in platform for global influencer marketing, with monthly spending in 2019 ranging from *** million U.S. dollars to *** million.

During a 2024 survey among marketers worldwide, approximately ** percent said Facebook was the most important social media platform. Instagram and LinkedIn 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 That 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 Instagram and YouTube.

During a 2025 survey among marketers worldwide, approximately 67 percent reported plans to increase their use of YouTube for video marketing purposes in the near future. Similarly, 63 percent said they would use Instagram more for that purpose. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

People use different social networks for a wide range of purposes. In a February 2019 survey, Instagram ranked first among social media survey for viewing photos but ranked head-to-head with Snapchat in terms of being the preferred social network for video consumption. Also, 47 percent of respondents stated that they used Pinterest to find or shop for products, a rate that no other social platform was able to match in that regard.

Between the second half of 2019 and the first half of 2020, the loved brand on social media was Instagram. The social media platform had accumulated a total of 108.7 million "love" mentions across 104.7 million posts, generating 722 billion potential impressions and over two billion total engagements during the measured time frame. Second-ranked Amazon only generated 27.3 million "love" mentions.

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.

Of the videos published in 2019 on the social media platform Facebook, the video titled "Illusionist Riana on Asia's Got Talent 2017" was ranked first with over 614 million views. The second most-viewed video released on Facebook in 2019 was "Get clever with your clutter...and these 7 organization hacks!" with 446 million views.

Based on a recent ranking, Samsung was the highest ranking brand based on net online buzz. The electronics company had a net 2019 buzz score of 19.7 index points. Second-ranked iPhone had a net buzz of 18 points. The scores are based on the YouGov BrandIndex, where respondents were asked if the heard anything positive or negative about the brand in the preceding two weeks, and calculated by subtracting the share of negative responses from the share of positive responses for each brand.