B2B Social Media: New Study Looks At Performance Across Industries

TrackMaven released its 2016 Social Media Impact Report: B2B Industry Edition on Tuesday, looking at how the best B2B brands perform on social. They used their database to analyze a year’s worth of content from 316 leading B2B brand across Twitter, Instagram, Facebook, LinkedIn, and Pinterest.

Overall, they found, B2B brands have the largest audience on LinkedIn. In fact, we’re talking 36 times the number of followers they have on Instagram.

READ: Does Instagram Have Any Value to B2B Marketers?

According to TrackMaven, the median social media audience size fro B2B brands breaks down like this: 109,000 on LinkedIn; 34,000 on Facebook; 18,000 on Twitter; 3,000 on Instagram; and 420 on Pinterest.

B2B brands get 20 times more engagement on Instagram that on LinkedIn. According to the firm, the average engagement ratio (number of interactions per post per 1,000 followers) for B2B brands is 22.53 on Instagram; 15.88 on Pinterest; 5.99 on Facebook; 1.09 on LinkedIn; and 0.86 on Twitter.

Brands with the best social media performance tended to be in the biotech, engineering, and financial service industries. According to Track Maven, brands in these industries have substantial growth and content engagement on social media. This, they say, indicates highly impactful social content. The financial service industry had an impressive 81.77% average annual follower growth per brand.

On the subject of LinkedIn, recent reports have indicated that business content has seen an uptick in referral traffic in recent months.

You can find the full report here.

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