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During a 2026 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 82 and 72 percent of the respondents.

The global social media marketing segment

According to the same study, over 60 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2026. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

Social media for B2B marketing

Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram, both run by Meta, Inc., due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.