CONTENT CREATION & DISTRIBUTION Fewer marketers invested money in paid advertising on Facebook. The use of Facebook advertising decreased to 56% from 69% the previous year. The others remained steady. Paid Social Media Platforms B2B Content Marketers Used in Last 12 Months LinkedIn 78% Facebook 56% Instagram 29% YouTube 20% Twitter 17% 0 20 40 60 80 Content Marketing Institute/MarketingProfs Base: Content marketers whose organizations used paid content promotion in the last 12 months. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 21