Vendor reportHubSpot, 2026

Instagram and Facebook are neck-and-neck as marketers' most-used social platforms

Channel validation

Platform	Overall (%)	Small to Medium Business (%)	Mid-Market (%)	Enterprise (%)
Instagram	70%	78%	66%	71%
Facebook	70%	77%	67%	66%
YouTube	69%	62%	71%	71%
TikTok	57%	58%	57%	54%

Social media platforms used for marketing, by company size

Reader Note:: Both sit at exactly 70%, so this is a tie rather than a narrow lead either way. Worth holding against the report's separate finding that Instagram has overtaken Facebook on return: usage and perceived return are different questions here, and the platforms are level on usage.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Instagram and Facebook are neck-and-neck as marketers' most-used social platforms

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