Research highlights: Facebook is the most used social media platform for marketing, with 86% of marketers leveraging it, and delivers the highest ROI globally. Facebook (91%) is the top choice for B2C marketers, and LinkedIn ranks as the top B2B social media marketing platform (86%). Overall, Meta platforms dominate both B2B and B2C marketing, with Facebook and Instagram used by the majority of marketers.
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Facebook is the top social media platform for marketing, with 86% of marketing professionals leveraging the platform
Instagram is the second-most used social media platform among marketers, with 79% reporting it as part of their social media marketing mix
LinkedIn, used by 65% of marketers, ranks third overall and leads as the top platform for B2B marketing, highlighting its role in social media marketing effectiveness for professional audiences
Despite being a video-first platform, YouTube is used by just over half of marketers (51%)
X (formerly Twitter) and TikTok are used by fewer marketers, at 31% and 28% respectively. This is potentially due to platform-specific controversies or concerns over ad effectiveness and user targeting
Threads has yet to gain traction, with only 9% of marketers including it in their strategies
While TikTok has grown in popularity among users, less than a third (28%) of marketers report using the platform for social media marketing
Despite being a Meta-owned platform, the gap between Facebook and Threads in terms of social media marketing use is substantial at 77 percentage points
Platform | Share of respondents |
86% | |
79% | |
65% | |
YouTube | 51% |
X/Twitter | 31% |
TikTok | 28% |
Threads | 9% |
LinkedIn is the most used social media platform by B2B marketers, with 86% of respondents reporting they use it for marketing according to a recent global survey by Statista, slightly ahead of Facebook at 83%
Instagram is also widely adopted in the B2B space, used by 75% of marketers
YouTube is used by just over half of B2B marketers (51%)
TikTok is used by only 24% of B2B marketers, indicating limited traction in the B2B space despite its explosive growth in consumer markets
X/Twitter shows a significant drop in adoption compared to more visual or professional platforms like LinkedIn and Instagram, used only by 32% of B2B marketers
Threads has the lowest adoption rate among B2B marketers at just 8%
The gap between LinkedIn (86%) and Threads (8%) underscores the wide disparity in how different platforms are valued for B2B marketing
Meta dominates the B2B marketing landscape, with Facebook (83%) and Instagram (75%) used by a majority of B2B marketers, far outpacing rivals like X/Twitter and TikTok
Platform | Share of respondents |
86% | |
79% | |
65% | |
YouTube | 51% |
X/Twitter | 31% |
TikTok | 28% |
Threads | 9% |
Facebook remains the top choice for B2C marketers, with 91% of respondents using it, an even higher share than among B2B marketers (83%)
Instagram is used by 86% of B2C marketers, making it the second most popular platform and showing its strength in visual and lifestyle-driven content
LinkedIn is less prominent in B2C marketing, with just 55% adoption and 31 percentage points lower than its use among B2B marketers (86%)
YouTube is used by 53% of B2C marketers, nearly identical to its use among B2B marketers (51%), suggesting video content remains important but not dominant in both B2B and B2C strategies
TikTok adoption is higher among B2C marketers (32%) than B2B (24%), reflecting its stronger appeal in direct-to-consumer engagement
X/Twitter has near-equal usage among B2C (31%) and B2B (32%) marketers, indicating a plateau in relevance for both groups
Threads remains the least used platform in B2C marketing as well with only 9% adoption
Meta platforms dominate B2C marketing even more than B2B, with Facebook (91%) and Instagram (86%) signaling unmatched reach in consumer engagement
Platform | Share of respondents |
91% | |
86% | |
55% | |
YouTube | 53% |
X/Twitter | 32% |
TikTok | 31% |
Threads | 9% |
Despite increasing competition, Facebook delivers the highest return on investment among social platforms, according to marketers surveyed in Asia, Australia, Europe, and North America, with 28% of marketers ranking it as most effective in terms of ROI
Instagram is the second most ROI-effective platform according to 22% of marketers. This is likely due to its emphasis on visual storytelling, influencer partnerships, and in-app commerce features that resonate particularly well with younger, consumer-oriented audiences
YouTube delivers top-tier ROI for 12% of marketers. Its inclusion by over 1 in 10 marketers as their best ROI platform confirms the platform’s strength in brand storytelling and audience engagement through video
Half of marketers believe the best ROI comes from Meta-owned channels, reinforcing the platform’s cross-channel efficiency, retargeting capabilities, and mature ad tools
Platform | Share of respondents |
28% | |
22% | |
YouTube | 12% |