50% of B2B Marketers Now Cite Social as Most Effective Digital Channel

As B2B marketers begin to reap the benefits of leveraging social media platforms, new research suggests that they will be investing more in this area in the coming months.

Wpromote recently published the “2022 State of B2B Digital Marketing” report, and statistics indicated that the majority of B2B marketers (50%) now cite social media as their most effective digital marketing channel in terms of driving revenue. This is followed by content marketing (47%) and email (41%).

In the year ahead, most B2B marketers (52%) claim that they intend to increase their budget for social media. Approximately 44% plan to do so for content marketing, and 32% will boost their investment in paid search.

The majority of respondents (47%) named social media as a top five upper-funnel tactic, while 36% cited it as a top five bottom-funnel tactic.

The Growing Importance of Social Media Marketing

Social media channels continue to rise in importance for marketers, and previous research suggests that they have been critical when it comes to distributing video content.

Vidyard conducted its “2022 Video in Business Benchmark Report,” and data indicated that social media (63%) is a top distribution channel for video content among marketers. Other popular distribution channels include YouTube (54%), landing pages (47%), and marketing emails (47%).

“Even though 2021 saw organizations starting their return toward business as usual, video uptake continued to grow,” wrote the researchers behind the report.