B2B SMM: 5 Must-Know Stats About Social Media Marketing

In today’s digital landscape, many of us are aware that social media is no longer just about connecting with friends—it's become a powerful tool for brands to reach consumers and even influence business decisions.

Here are five statistics that prove the growing importance of social media marketing and its influence on B2B sales:

Stat 1: 31% of consumers (or 3 out of 10) use social media to find answers to their questions.

The shift toward social media for quick answers is growing as platforms like TikTok, Instagram, and others become more robust in delivering relevant content.

This trend is especially notable among younger generations like Gen Z and Millennials, who increasingly rely on social platforms for information instead of traditional search engines.

Stat 2: 17% of social media users (or 2 out of 10) have bought a product directly on social platforms.

Recent statistics indicate that around one in five social media users regularly purchase products directly through social media platforms

According to data from HubSpot , 47% of consumers feel comfortable buying through social media, and platforms like Facebook, YouTube, Instagram, and TikTok have become popular shopping destinations.

Specifically, 58% of users have bought via Facebook in the US, 46% through Instagram, and 51% of users said that TikTok is their primary video platform for impulse purchases according to an Adobe Express survey.

Stat 3: 87% of social sellers say social selling is effective, with 59% reporting more sales in 2023 than in 2022.

According to a HubSpot research, 87% of social sellers found social selling effective, while 59% reported an increase in sales compared to the previous year.

This aligns with the broader trend of social media becoming a key channel for e-commerce, particularly among Gen Z and Millennials who increasingly prefer to discover and purchase products directly through social media platforms

Stat 4: 19% of users sent a DM for customer service in 2023—a 45% increase from 2022.

Platforms like Instagram and Facebook have seen significant growth in users preferring to interact with brands via direct messaging.

According to Sprout Social, Inc. , 35% of U.S. consumers use Instagram for customer service, making it the second most popular platform after Facebook, where 66% of users prefer messaging businesses directly.

Stat 5: 20% of younger consumers prefer customer service via direct messages (DMs).

Around 65% of Millennials and Gen Z users prefer to communicate with businesses through social media messaging apps,

According to data from Spectrm , around 70% of Instagram users communicate with brands through Direct Messages (DMs).

Gen Z consumers are also leaning towards using TikTok for customer engagement, and WhatsApp is widely used in regions like Latin America, Africa and Southeast Asia for customer service, with a significant percentage of young users utilizing the messaging app to contact brands.

B2B Social Media Marketing: How Does The Stats Above Influence B2B Sales?

It’s clear that social media is the top channel for product discovery, especially among Gen Z and Millennials.

While this may seem like a B2C trend, the influence is already creeping into B2B as well.

Millennials now make up to 44-47% of global business decision-makers, while Generation Z represents around 4-6%—and these numbers are only set to grow.

In short, brands should be taking social selling seriously as part of their B2B social media marketing strategy- I have personally witnessed the Hubspot sales team reaching out to customers via socials

As Millennial leadership continues to rise, the impact of social behavior on business decisions is something we can’t afford to ignore.

It’s time to adapt and leverage the power of social media for both B2C and B2B growth.

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