B2C brands leverage Instagram’s shopping tools more than their B2B counterparts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 18, 2022, 3:46 AM GMT+0

While B2C brands leverage Instagram more for customer service, B2B brands use it for advertising their products and services.

According to a survey of more than 500 marketers, 75% of B2B businesses leverage Facebook, compared to 66% of B2C businesses. About 60% of B2C businesses leverage YouTube, 24% more than their B2B counterparts. Twitter is also more popular among B2C brands than B2B companies.

B2B (70%) companies report a higher ROI on influencer marketing than B2C (51%) companies. 25% of B2B marketers plan to leverage influencer marketing the most in 2022. The corresponding number for B2C marketers is 10%. While both categories use hashtags at the same rate, 12% of B2B marketers claim this strategy gives them the highest ROI, compared to 7% of B2C marketers.

The report also notes that 96% of B2B marketers plan to continue or increase investment in branded hashtag trends and challenges. Similarly, 68% of B2B marketers and 46% of B2C marketers plan to increase investment in educational or informative content on Instagram.

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