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LinkedIn is the social platform of choice for B2B marketers worldwide

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: LinkedIn is the social platform most commonly used by B2B marketers and their clients worldwide, according to a Linkedin survey conducted by Ipsos. YouTube takes second place, followed by Facebook and Instagram.

Beyond the chart:

  • Nearly 76 million US adults will use LinkedIn this year, representing 22.3% of the population, according to our forecast.
  • LinkedIn ad revenues per user will grow 4.5% in 2023 to reach $54.81 dollars per person, less than YouTube (a gross total of $64.69 per user), Facebook ($157.56 per user), and Instagram ($174.74 per user).
  • B2B audiences use YouTube to learn about everything from emerging tech to what it’s like to work at a certain company, said John Chleborad, global head of advertising and social media at Accenture, per our B2B Social Media Marketing report.

Use this chart:

  • Justify exploring new social media platforms for B2B marketing efforts.
  • Identify where to allocate social spend across platforms.
  • Build out a YouTube marketing strategy.

More like this:

More Chart of the Day:

Methodology: Data is from the June 2023 LinkedIn report "The B2B Marketing Benchmark" conducted by Ipsos. 1,954 B2B marketers worldwide from various industries were surveyed during March 24-May 5, 2023 by Ipsos. Respondents were marketing leaders and CFOs with job title of C-level executives (n=751) or Senior Manager/Director/VP/President (n=1,203).