Report: B2B Industries Build Audiences on LinkedIn and Engagement on Instagram

TrackMaven’s latest “Digital Marketing Analytics Performance” report took a look at how various industries’ digital marketing performance compares.

For social media performance, the report findings showed B2B industries build audiences on LinkedIn. The construction products industry (51,235 followers), business services industry (30,744 followers), and finance and insurance industry (11,982 followers) have the largest social media audiences on LinkedIn.

B2B LinkedIn

Engagement-wise on social media, Instagram is the winner, according to researchers. Of the 13 industries analyzed in this report, 12 had the highest engagement ratio on Instagram. The finance and insurance industry had the highest average Instagram engagement ratio, with 96.17 average interactions per post per 1,000 followers.

In contrast, many businesses have low average engagement ratios on Twitter, but the construction products industry sees the highest levels of engagement with 21.16 average engagements per post per 1,000 followers.

B2B Marketers Staying Committed to Social Media Investments

Another recent report found B2B product companies spend 9.4 percent of their marketing budget on social media and plan to increase this percentage to 11.4 percent in the next 12 months. “The CMO Survey Highlights and Insights Report” also discovered CMOs from B2B companies see social media budget exceeding 17 percent of total marketing budget in the next 5 years.

About 16.2 percent of B2B product CMOs say they have been able to quantitatively prove the impact of social media on their business. This is compared to 12.3 percent of B2B services CMOs who said the same.

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Melissa Sopwith — Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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