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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:

• Social media most effective upper-funnel marketing tactic for B2B marketers
• LinkedIn ushers in new efficiencies with AI-generated copy suggestions
• Amazon sees massive growth potential in B2B ecommerce
• B2B Social Media Marketing (Insider Intelligence subscription required)

More Chart of the Day:

• 7/11 - Just in Prime
• 7/10 - Prime expectations
• 7/7 - Gen Z’s mind over matter
• 7/6 - Beauty on a budget
• 7/5 - Making ad-justments

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).