This week A TrackMaven (US based study) tracked over 500,000 pieces of content for 316 B2B brands over the last 12 months. The results were quite surprising.
When you think of which social media platform is used for B2B marketing the first platform that comes to mind is LinkedIn. LinkedIn was proven to be the social media Follower magnet having the largest median audience.
Looking at social media Engagement however the clear and somewhat surprising winner was Instagram which outperformed the other social media channels (view the TrackMaven report for details).
So does that mean LinkedIn is not the platform for your business? not necessarily it’s still a highly valid channel but it is important to ensure that the content is engaging and relevant to your audience. Just as some in the digital marketing industry years ago were aghast at the low organic reach and pondered leaving the platform – they didn’t! they simply produced more compelling content, listened more closely to their community and of course found the advertising dollars they needed.
What the report does do is put Instagram squarely in the spotlight for B2B and many organisations may want to reexamine their relationship (or lack of it) with the platform.
Finally, as with all reports it’s critical to examine your metrics. How is your community reacting to your content? what are your metrics saying about the effectiveness of your platforms? checking your own metrics is the key to better understanding what is working with your own online community.