85% of B2B Marketers Who Use Social Media Remain Dedicated to Facebook

As B2B marketers continue to explore the benefits of social media marketing, new research indicates that they remain invested in Facebook and LinkedIn, in particular.

Social Media Examiner recently published its “2022 Social Media Marketing Industry Report,” and statistics indicated that the majority of B2B marketers (85%) primarily use Facebook, while 81% leverage LinkedIn. These platforms were followed by Instagram (74%), YouTube (51%), and Twitter (49%), in terms of usage.

In regards to importance, most B2B marketers (40%) cited LinkedIn, followed by Facebook (32%). Instagram followed behind in third place, with 19% of B2B marketers naming it their most important social networking platform.

When it comes to social networks that B2B marketers want to learn more about, LinkedIn was cited by the majority of respondents (71%).

B2B Marketers Reaping the Benefits of Paid Social Media

B2B marketers continue to explore the potential of leveraging social media, and previous research suggests that they are now benefiting from investing their budget in this area.

SageFrog conducted its “2022 B2B Marketing Mix Report,” and data indicated that most B2B marketers (66%) are now seeing a return-on-investment (ROI) from paid social media marketing, in particular. LinkedIn also remains the go-to platform for B2B marketers, with 85% of respondents citing it as their most used social media channel. Facebook (71%) and Twitter (61%) are also leveraged by B2B marketers.

“Many people place their trust in LinkedIn, considering it a safe and secure social outlet to pursue connections with both peers and prospects,” wrote the authors behind the report.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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