As to what is the most effective social media network from an organic content distribution standpoint, LinkedIn is the clear winner. The interesting data point here is that Facebook is the least effective, with 37% of respondents saying it was not very or not at all effective for distributing content.
B2B marketers are also using paid promotion to amplify their message across social media channels using tactics like promoted posts or social ads.
One change we noticed during the pandemic was the use of paid content distribution dropped Year-over-Year from 81% to 67% as companies moved money from top-of-the-funnel paid awareness activities in the pandemic economy
to mid-funnel awareness activities, lead generation, and direct advertising.