Businesses Following Brands
Nearly 37% of B2B Decision makers Discover New Brands Via Social Media
We Are Social included a section focusing on B2B decision makers. They asked them how they discovered new brands and services. There were fifteen different methods, with the most common being through conferences, trade shows, and events (45.8%).
37.6% of the respondents discovered new brands via video sites like YouTube, and 36.6% found them through social media.
Notably, only 34.0% discovered new brands through television ads.
Only 30% of Respondents Consider Social Media Their Most Influential Information Source
Despite many B2B decision makers using social media to find new products or services, they consider it far from being the most influential for their decision-making. In fact, social media is the 10th (and last) placed source the respondents volunteered. And video sites, like YouTube, are only just ahead of social media.
The channels B2B decision makers consider most influential for researching new products and services are:
- Recommendations from experts in their network
- User reviews
- Recommendations from industry analysts
- Conferences, trade shows, and events
- Supplier websites
- Recommendations from colleagues and friends
- Supplier calls, demos, and trials
- Search engine results
- Video sites
- Social media
YouTube and Facebook are the Most Common Social Media Platforms Used for B2B Research
Combining social media, video sites, and messaging apps, the preferred social media platforms for B2B research, according to We Are Social’s respondents, are:
- YouTube – 50.9%
- Facebook – 48.5%
- WhatsApp – 38.6%
- Instagram – 36.2%
- LinkedIn – 33.0%
- Twitter – 29.2%
- Facebook Messenger – 22.6%
Main Reason B2B Companies Use Social Media is to Communicate Directly With Customers and for General Updates
B2B respondents suggested a range of reasons for why their company uses social media. The most common cited were:
- Share general updates – 58.5%
- Communicate directly with customers – 57.8%
- Share marketing messages – 53.4%
- Read industry news – 44.7%
- Follow other companies – 44.0%
- To sell – 37.7%
It is notable that selling is so far down the list. Most businesses clearly use social media more for brand awareness rather than for direct selling.