78% of Enterprises View Social Media as More Important Than Other Digital Marketing Tactics

As more buyers turn to social media while conducting research, a new survey has discovered that it’s increasing in value to marketers and their organizations.

The “Social Media Marketing Survey 2016” from Clutch has revealed that 78 percent of enterprises consider social media to be more critical for business success compared to other digital marketing strategies.

Facebook (95 percent), Twitter (74 percent) and LinkedIn (66 percent) are the most commonly used social media platforms for B2B enterprises.

Facebook is also widely considered as the most effective channel across enterprises, with 62 percent of respondents saying it yields the best results. LinkedIn (14 percent) and Twitter (7 percent) rank in the distant second and third slots.

When it comes to the types of content that perform best on social media, 23 percent said that video content performs best, followed by images (22 percent).

B2B Marketers Continue to Explore the Value of Video

At the beginning of the year, B2B marketers made it a priority to hone in on video marketing. A Regalix report found that 84 percent intended to increase their video marketing budget over the course of 2016. Additionally, 83 percent agreed that videos are effective in meeting content marketing goals.

About 91 percent of B2B marketers said they hoped to increase brand awareness via video marketing. Sixty-eight percent wanted to accelerate lead generation, and 66 percent were dedicated to establishing themselves as thought leaders.

Of the 30 percent of B2B marketers who said they had not yet invested in video, 57 percent cited lack of budget as their primary obstacle.