Report: Facebook Remains Dominant Among B2B Social Media Marketers

As B2B marketers turn to social media marketing to reach out to customers and prospects, new research suggests that Facebook still reigns supreme as a go-to channel.

Social Media Examiner recently published its “2020 Social Media Marketing Industry Report,” and statistics showed that 91% of B2B marketers now use Facebook to connect with customers and prospects. LinkedIn (81%), Instagram (71%) and Twitter (59%) were also some of the top platforms utilized by B2B marketers.

There are several benefits associated with utilizing social media across the board, according to the report. Increased exposure (86%) was cited as the top reason by marketers, followed by increased traffic (78%) and generated leads (67%).

“A large percentage of marketers find better sales results with more years of social media experience,” noted the authors of the report. “For example, more than half of marketers who’ve been using social media for more than 12 months report it helped them improve sales.”

Marketers Now Using Facebook in New Ways

Although Facebook remains a top channel for marketers, previous research shows that organizations have been investing less in the news feed feature of the site as of late.

Socialbakers conducted the “Social Media Trends Report,” harnessing data from the fourth quarter of 2019. Statistics suggested that since December 2018, marketers’ spend on the Facebook news feed decreased from 64.1% to 58.3% one year later.

However, they may not be abandoning Facebook altogether. Over the last year, ad spend on Facebook Marketplace grew from 0.72% in December 2018 to 1.31% at the end of 2019. This suggests that Marketplace could be a new channel for Facebook marketers.