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30 Statistics About B2B Social Media Usage

December 21, 2015

Posted by Alex Sobal

B2B_Social_Media.jpgFor most B2B companies out there, social media tends to be an awkward part of the marketing equation. On one hand, companies feel obligated to be on social media, because almost everyone else is these days, but on the other hand, many companies downplay its importance to their marketing strategy, because they don’t feel like their B2B industry has a large or active social following. And while it’s true that your B2B company’s Twitter profile or LinkedIn page probably won’t accumulate the fan base or following like a famous actor, athlete, or musician, you can still make valuable connections with prospects via social media, and we have the evidence to prove it.

To help your B2B company get more in-tune with the current state of social media marketing, here are 30 statistics about B2B social media usage today:

B2B Social Presence

1.  93% of B2B marketers use social media; making it the most common B2B marketing tactic (Source)

2.  More than 70% of all B2B marketers use at least one of the “Big 4” social media sites (LinkedIn, Twitter, Facebook, and YouTube) to distribute content (Source)

3.  54% of B2B marketers said they’ve generated leads from social media (Source)

4.  The average B2B company is on 6 social media networks (Source)

5.  78% of companies now say they have dedicated social media teams, up from 67% in 2012 (Source)

6.  80% of B2B marketers have a specific social media strategy, but only 32% have it documented (Source)

7.  78% of marketers said they saw increased traffic with as little as 6 hours a week invested in social media marketing (Source)

8.  Roughly half of companies say social media has improved their marketing optimization, customer experience, and brand health, with nearly a quarter also seeing an increase in revenue (Source)

LinkedIn

 9.  94% of B2B marketers use LinkedIn to distribute content, making it the most-used B2B social platform (Source)

10.  80% of all B2B social media leads come from LinkedIn (Source)

11.  B2B marketers rate LinkedIn as the most effective social media platform (Source)

12.  50% of LinkedIn users report they are more likely to buy from a company they engage with on LinkedIn (Source)

13.  LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%, more than 3x higher than Twitter (.69%) and Facebook (.77%) (Source)

14.  49% of B2B buyers research vendors by looking at their LinkedIn profiles, and 44% have actually found potential vendors by looking at shared connections on LinkedIn (Source)

Twitter

15.  87% of B2B marketers use Twitter to distribute content (Source)

16.  Nearly 13% of all B2B social media leads come from Twitter (Source)

17.  B2B marketers who use Twitter generate twice as many leads as those who don't (Source)

18.  B2B marketers rate Twitter as the second most effective social media platform (Source)

Facebook

19.  84% of B2B marketers use Facebook to distribute content (Source)

20.  Despite being the third most-used social network by B2Bs, only 30% of B2B marketers say Facebook is effective for B2B marketing (Source)

YouTube

21.  74% of B2B marketers use YouTube to distribute content (Source)

22.  YouTube is rated the third most effective B2B social media platform, behind only LinkedIn and Twitter (Source)

23.  More than 70% of B2B buyers view product demonstration videos before making a purchase (Source)

24.  70% of B2B marketers plan to spend more time on YouTube next year (Source)

SlideShare

25.  37% of B2B marketers use SlideShare to distribute content (Source)

26.  41% of B2B marketers say SlideShare is effective for B2B marketing; the fourth most effective B2B social platform (Source)

27.  SlideShare receives 500% more traffic from business owners than Facebook, Twitter, YouTube, and LinkedIn (Source)

B2B Social Spending

28.  51% of B2B marketers used paid ads on social media as part of their marketing strategy in 2015 (Source)

29.  In the next 12 months, B2B product companies will spend 10% of their marketing budget on social media (Source)

30.  In the next 12 months, B2B service companies will spend 16% of their marketing budget on social media (Source)

With the average B2B company using 6 different social media sites today, it’s more important than ever to get online and establish a social presence for your brand. B2B buyers do, in fact, use social media to research potential purchases, and you’re only missing out on those leads if you sit idly by. Find out where your prospects like to hang out online, and go capture their attention! You’ll be happy you gave them another outlet to find you.

Social Media Optimization Playbook



Topics: Social Engagement



whole brain marketing blog author
Written by Alex Sobal

Alex has exceptional writing skills and the ability to learn new industries and their complex processes. He's also an avid social media marketer and writes frequently on online community engagement and content creation strategies for our blog. Alex is also one of Weidert Group's most knowledgeable HubSpot users.

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