By: Krystle Vermes, komarketing.com

As marketers look for new ways to connect with their customers and prospects, new research indicates that social media marketing has grown in importance as a marketing channel.

HubSpot recently published its “State of Inbound Marketing Trends” report, and statistics suggest that social media (44%) has become the top marketing channel in 2022. This is followed by website/blog (36%), email marketing (35%), and content marketing (32%). Additionally, social (16%) was cited as the top website traffic source by respondents. The majority of marketers said it has been their most effective channel for acquiring new customers over the past year.

In terms of the content types used on social media platforms, most respondents (47%) said they utilize content that reflects their brand’s values. Specifically, 80% of content marketers claimed that their most effective type of social media content was “funny.”

B2B Marketers Turn to Social Media Marketing

B2B marketers, in particular, have already seen an abundance of success using social media, according to previous research.

Wpromote conducted the “2022 State of B2B Digital Marketing” report, and data indicated that most B2B marketers (50%) now claim social media is their most effective digital marketing channel when it comes to driving revenue. Content marketing (47%) and email (41%) were also cited by respondents.

In the next 12 months, the majority of B2B marketers (52%) stated that they will be increasing their social media budget. Additionally, 44% claimed that they will be doing the same for content marketing, and 32% are going to increase their investment in paid search.