Compared to last year, B2B marketers around the world (but primarily based in the UK) are focusing their social media efforts more on generating leads and sales and less so on driving traffic and strengthening thought leadership, according to a report from B2BMarketing.net. The study, which finds that branding and positioning remains the top social objective among B2B marketers, asked respondents to rate the effectiveness of a variety of post types.
Interestingly, respondents were most likely to tab videos as their most effective, with 55% deeming them very effective and an additional 37% rating them somewhat effective. Photos weren’t far behind, rated very effective by 47% and somewhat effective by another 42%. That’s despite several studies indicating that brands get more engagement from images on Facebook than videos. Read the rest at MarketingCharts.