B2B marketing leaders are more than twice as likely as laggards to use very personalized social media marketing

Content formats

45%

of B2B marketing leaders say their social media marketing is very personalized, compared to 15% of laggards

Reader Note:: 45% of leaders against 15% of laggards. Both groups are self-identified in this survey rather than sorted by any measured outcome, which the report itself warns can overstate the gap: a company that considers itself a leader is also likelier to rate its own personalization highly, so part of this three-fold difference may be one self-assessment correlating with another. Against an all-company figure of 32% on the same item.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of nearly 4,000 decision-makers across 13 countries and multiple industries; further sampling details not disclosed in the provided text.

Good for

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

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
The source says how much it looked at, but not how any of it was chosen.

Instagram users respond first to brand’s short videos, then creator-style content

Share of social users most likely to interact with each brand content type on Instagram
Content type	Share of users likely to interact (%)
Short-form video (<60 seconds)	52%
User-generated content	25%
Influencer content	23%
Live video	22%
Static images / Long-form video	19%

Short videos dominate brand engagement on TikTok

Share of social users most likely to interact with brand content types on TikTok
Content type	Share of social users likely to interact (%)
Short-form video (<60 seconds)	60%
Long-form video	32%
User-generated content	30%
Influencer content	28%
GIFs / memes	15%

Interactive Instagram content did the most to build brand trust

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Instagram carousels reach 142% more people than single-image posts and get 819% more saves

34%

of consumers are most likely to interact with Shoppable Pins on Pinterest

Personalized recommendations were the strongest predictor of luxury purchase intention on Instagram