CONTENT CREATION & DISTRIBUTION Among the 77% of respondents who used paid social media platforms, the majority chose LinkedIn (75%) and Facebook (69%), which they also said produced the best results. Paid Social Media Platforms B2B Content Marketers Used in Last 12 Months (Top 5) LinkedIn 75% Other paid social media platforms used in last 12 months: Facebook 69% Pinterest (3%), Reddit (2%), TikTok (2%), Quora (1%), Snapchat Instagram 30% (1%), and Other (3%). Twitter 22% Base: Content marketers who used social media platforms for paid content promotion in the YouTube 19% last 12 months. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 0 20 40 60 80 B2B Paid Social Media Platforms That Produced Best Results in Last 12 Months (Top 5) LinkedIn 79% Base: Content marketers who used the social media platforms listed for paid content Facebook 54% promotion in the last 12 months. Multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 YouTube 36% Instagram 33% Twitter 28% 0 20 40 60 80 32