The days when social media was exotic to B2B companies are well over – at least when it comes to tried-and-true platforms.
According to Content Marketing Institute’s 2016 Benchmarks and Trends report, 94% of B2B organizations use LinkedIn to distribute content, followed by Twitter (87%), Facebook (84%), and YouTube (74%).
However, fewer than 25% of B2B marketers said that they use newer platforms such as SnapChat, Periscope, and Medium. But why is that? According to HubSpot’s State of Inbound Report, social media platforms like SnapChat and Vine were seen more as personal, rather than business-oriented, channels, likely because few B2B organizations have figured out the best ways to use them. Those platforms are also relatively young (Instagram and SnapChat are only 6- and 7-years-old, respectively, compared to 14-year-old Facebook and 12-year-old Twitter), and it was only recently that businesses were given access to create their own company pages and profiles.