The growing importance of social media in B2B marketing

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From Meta to MySpace, all social media has undergone a huge evolution in recent years. Today's platforms offer a multimedia-rich ecosystem that ultimately creates modern digital commerce and culture.

As social media evolves, so does user behavior. Users can not only nurse database communicate on social media, but also vote. People around the world spend an average of almost 2.5 hours a day on social media. This makes it the most effective global marketplace for brands that want to offer customers a more interactive and personalized experience.

Therefore, B2B marketers looking to optimize their social media spend should first invest in understanding the intrinsic connection between these platforms and their users. Let’s first look at where B2B marketing stands on social media today.

The state of B2B marketing on social media
There was a 20% increase in B2B marketers’ investment in social media marketing in 2023. And although paid content distribution overall decreased (down 14% from 2022 to 2023), the majority (up to 85%) of the funding went to paid social media.

If we look at the statistics, we consider the most convincing to be the one from Insider Intelligence, which shows that 60% of B2B marketers identified social media as the most effective channel for increasing revenue.

Today, companies are not only using social media to market their products and services. For example, McKinsey has described four main reasons why brands use social media. These include responding, monitoring, amplifying and influencing customer behavior .