B2B Marketers Now Use Facebook More Than Any Other Social Network

B2B marketers use a wide range of social media platforms these days to reach out to their prospects and customers. Now, new research indicates that the one they use most often also tops the list of most important platforms among social media marketers.

Social Media Examiner recently released its “2021 Social Media Marketing Industry Report,” and statistics showed that among B2B marketers, Facebook (89%) is now the most used social networking platform. This is followed by LinkedIn (81%), Instagram (72%), YouTube (57%) and Twitter (54%).

In terms of importance, Facebook (40%) topped the list among B2B marketers. This was followed by LinkedIn (35%) and Instagram (16%). Interestingly, 59% of B2B marketers intend on increasing their organic social media marketing activities on Instagram, rather than Facebook, over the next 12 months.

Instagram Usage Among B2B Marketers

This is not the first report as of late to indicate that B2B marketers are showing a growing interest in Instagram.

SageFrog conducted its “2021 B2B Marketing Mix Report,” and data indicated that Instagram usage increased about 30% from last year to 60%. This suggests that more B2B marketers are leveraging the platform.

In addition, YouTube usage among B2B marketers rose from 20% to 56%. This indicates that video content is becoming more important to B2B marketers and their customers.

“In a world where Zoom and video conferencing are now the norm, it makes sense that companies who were slow to adopt video marketing now see it as a valuable and easy-to-implement tool,” wrote the researchers behind the report.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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