LinkedIn reigns supreme in B2B social media marketing – report

For B2B companies, social media has become a cornerstone for brand building and engaging key decision-makers. Amid various platforms, one name stands out: LinkedIn. According to Forrester’s 2024 Brand and Communications Survey, LinkedIn has firmly established itself as the dominant platform for B2B social media marketing, outpacing competitors like Facebook, Instagram, and YouTube. The survey, conducted among over 100 marketing leaders at B2B companies with revenues exceeding $100 million, reveals a clear leader in social media strategy and preference.

LinkedIn’s success in the B2B space is rooted in its unique positioning as a professional networking platform. Nearly all companies surveyed maintain an official presence on LinkedIn, with 87% reporting a paid relationship with the platform. This figure eclipses other platforms, with Facebook being the next most-utilized for paid B2B marketing but still lagging far behind LinkedIn’s adoption.

LinkedIn’s tailored focus on connecting professionals makes it the preferred choice for reaching decision-makers in B2B markets. Its combination of organic networking capabilities and highly targeted paid services enables businesses to run effective campaigns with precision. Whether it’s generating leads or building brand awareness, LinkedIn provides a powerful environment for B2B marketers looking to connect with their target audiences directly.

While LinkedIn leads the B2B social media charge, other platforms like Facebook, Instagram, and YouTube still have their place. More than 50% of respondents said they maintain branded handles on these platforms, which play supporting roles in their overall marketing mix. Facebook and Instagram are particularly effective for organic content and broader brand exposure, while YouTube is often leveraged for its video content capabilities.

However, in comparison to LinkedIn, these platforms fall short when it comes to targeted B2B advertising. LinkedIn’s professional focus gives it a distinct advantage in this regard, and it remains the go-to platform for companies looking to launch paid campaigns aimed at business decision-makers.

he survey also highlights the decline of X (formerly known as Twitter) among B2B marketers. Concerns over brand safety, content moderation, and the platform’s tumultuous leadership under Elon Musk have caused many companies to reevaluate their investments in X. Despite this, 59% of companies still maintain a presence on the platform, though it is increasingly seen as a secondary option.

Emerging platforms like TikTok, Reddit, and Meta’s Threads are gaining interest, especially among companies targeting younger demographics such as Gen Z and Millennials. However, these platforms are largely considered experimental, with limited branded handles and even fewer paid relationships, making them niche options for most B2B marketers.

Despite LinkedIn’s dominance, nearly three-quarters of B2B companies manage branded handles on four or more platforms, highlighting the importance of a diversified social media presence. Maintaining a multi-platform approach allows companies to reach different segments of their audience across various channels, although LinkedIn remains the linchpin for targeted B2B efforts.

An emerging trend in B2B marketing is the rise of mobile advertising. According to eMarketer’s latest forecast, mobile will account for more than 50% of total B2B digital ad spend for the first time in 2024. This marks a critical shift in how B2B companies engage their audiences, with mobile becoming the primary tool for professionals to consume content and stay connected. B2B digital ad spend in the US is expected to grow by 14.9% this year, reaching $18.34 billion.

As mobile devices become more central to professional life, B2B marketers are investing heavily in mobile ads to reach decision-makers on their preferred platforms. With over 90% of digital time spent within apps, according to eMarketer, placing ads in the right apps has become crucial for maximizing ROI. LinkedIn’s prominence in B2B marketing further underscores this, as the platform accounts for 47.2% of all B2B display ads in 2024, solidifying its position as the leading platform for digital advertising.