It’s not hard to associate LinkedIn with being the definitive social media channel for business and enterprise. But a new study by B2B researchers Clutch has shown that US firms at least are veering away from this.
While both Facebook and Twitter were rated as the two top important channels, YouTube took the lead over LinkedIn which came in fourth.
Video is taking up more bandwidth on the internet. And, it’s increasingly supporting businesses’ content strategies
This ties in with the current theme of a rise in the importance of video marketing and content in general. YouTube is also a better way for businesses to boost SEO rankings and enhance their content strategy – while LinkedIn perhaps is seen as a private networking tool in some instances.
There is a difference however in which channels yield the best results for companies – although this is of course subject to a particular company’s goals.
Results: Facebook is best
An overwhelming portion of the 304 respondents (62%) said Facebook was best result-wise, followed by 14% for LinkedIn and 7% for Twitter.
Indeed, the report goes on to say that video and images are the top two forms of best-performing content on social media (23% and 22% respectively), with infographics coming in bottom of the pile at 11%.
The survey also looked at the top three benefits and challenges of social media use, showing that businesses typically use social media to increase website traffic, enhance brand image, and target their audience and influencers.
Struggles however include creating a robust social media strategy, tracking results, and keeping up with platform changes. But again, it reiterates the importance of video marketing in social campaigns – something that appears to be close to the heart of the president of True Voice Media, a social media marketing agency involved in the research.
“YouTube is the second largest search engine and is owned by Google, so it influences your SEO,” said Jeff Gibbard.
Video is taking up more bandwidth on the internet. And, it’s increasingly supporting businesses’ content strategies or being used as a content medium in place of writing and images.