What is social media marketing? All your B2B business needs to know

Social media hardly needs an introduction. Almost every person with an internet connection uses it in a peer-to-peer (P2P) capacity. And every one of us on one of these platforms has seen plenty of business-to-consumer (B2C) marketing offering us creams, cars, clothes and all the cute things in between.

As of 2025, 5.22 billion people globally are using social media—about 63.8% of the world’s population​. For B2B buyers, 75% use social media to inform their purchasing decisions.

Social media has become so influential and important for the modern-day marketer that the term is often thrown around without much further explanation.

You can be forgiven if you’re a little unsure of exactly what “Social Media Marketing” really entails.

This article will answer the simple question: What is social media marketing, exactly? We will break down the foundations of this marketing channel to its simplest form in order to demystify this powerful marketing avenue and get you utilising social media effectively in your marketing strategy.

*Updated in 2025.

Social media: more than a definition

It is easy to misinterpret what social media marketing is made up of. Often simplified down to the major platforms, such as Facebook, LinkedIn, or Instagram, the scope of what is covered within social media as a marketing channel is frequently underestimated.

“Social media” encompasses all websites and applications that enable users to create and share content or to participate in social networking. If you only think of the “big three,” you may be merely scratching the surface of your social media marketing potential.

Here are just the well-known ones and their monthly active users:

• Facebook – 3.07 billion
• YouTube – 2.53 billion
• Instagram – 2 billion
• TikTok – 1.69 billion (over 18s)
• LinkedIn – 1.15 billion
• Snapchat – 850 million
• X (Twitter) – 590 million
• Pinterest – 522 million
• Reddit – 264 million

And the lesser known:

• Telegram: A cloud-based messaging service emphasizing speed and security, with about 950 million monthly active users.
• Bluesky: A microblogging platform that has gained attention as an alternative to X (formerly Twitter), with over 28 million users.
• Lemon8: A platform combining elements of Instagram and Pinterest, owned by ByteDance, gaining popularity among Gen Z users.
• Discord: A versatile communication platform supporting text, voice, and video interactions.
• Clubhouse: An audio-based social networking app that allows users to join live discussions in virtual rooms.
• Mastodon: An open-source, decentralised social network, Mastodon offers a microblogging experience similar to Twitter.
• Parler: A free speech-focused alternative to mainstream platforms, Parler gained attention for its minimal content moderation approach.
• Gab: Similar to Parler, Gab emphasizes free speech and has attracted users seeking less restrictive content moderation.
• MeWe: Focusing on user privacy and data ownership, MeWe provides a platform without ads or tracking.
• Signal: A secure messaging app, Signal emphasizes end-to-end encryption and user privacy.
• Truth Social: A social media platform founded by U.S. President Donald Trump, aiming to provide an open and free dialogue environment.

“Social media marketing” is what, exactly?

Social media marketing leverages the social media tools available to promote products, services and/or brands. Just as social media lets us average users connect and build relationships with peers and those with similar interests, social media gives businesses access to their audience and lets them connect and engage directly.

Social media marketing has two sides:

1. Paid social media advertising
2. Organic social media marketing

Paid social media advertising

Paid social media is essentially advertising. You purchase ad space on your preferred social media platform/s to promote your products, services, or content directly to targeted audiences. Here’s a general overview of how it works:

Paid allows you to target and engage with new audiences through social media’s advanced targeting features. There is a cost, but it is highly effective in reaching the right people.

Organic social media marketing

Organic social media marketing is much more of a mirror of how you would use social media as an ordinary person. You make posts, share content, engage with your followers and try to build your following by posting, sharing and engaging.

Key organic activities include:

• Creating and sharing content such as posts, videos, and stories
• Monitoring and responding to user interactions
• Analysing engagement data.

The overall goal of both paid and organic is to build brand awareness, drive website traffic, and generate leads or sales.

So many options. Where do you go?

The top three for B2B social media marketing are LinkedIn, Facebook and YouTube. B2B marketers rank LinkedIn as the most valuable—so say 84%. Second is Facebook, at 29%, and YouTube comes in close behind at 22%. Although Instagram dominates the usage statistics above, its focus on visual content and not a lot of text makes it a lesser-used platform for B2B at 21%.

Where you invest your time and budget depends on your business and your audience. If you target blue-collar companies, for example, your audience may not be as active on LinkedIn. Facebook and YouTube may garner better results. Facebook would allow you to find them while browsing in their personal time, while YouTube might catch their attention with industry-relevant content that captures their curiosity.

The best way to gauge your best-performing channels is to analyse your current results. Our friends at Hatchify have a downloadable social media audit template that can help.

So why is social media marketing such an important part of your overall B2B marketing strategy?

Social media is easily accessible to anyone with internet access. Your audience is already there, so you need to be, too, communicating with users and prospects to foster brand awareness as well as improve customer service.

Buyers are becoming more and more self-sufficient when it comes to educating themselves on products during the pre-buying search process.

Remember, 75% of B2B buyers use social media to inform their purchasing decisions.

If you’re not there, you’re less visible and missing an opportunity to build relationships that can boost your brand reputation and recognition.

What does this all mean?

When setting up your social media marketing strategy, it is important to look at social media holistically so that you don’t overlook any social category in which you could stand to gain exposure and influence with your target buyer.

Always remember that the main objective of your social media marketing should centre on creating content that attracts attention from readers and encourages them to interact and share your work in all its forms.

Success occurs in social media marketing when your corporate message spreads from user to user, resonating as a trustworthy source and generating interest in your brand and offering. So, go out there and get people interacting today.

For more information on B2B social media marketing and other B2B marketing channels, check out our insights page or contact us for B2B specialist advice.