CONTENT CREATION & DISTRIBUTION Marketers who use paid social are getting the best results with LinkedIn advertising. Facebook and Instagram had the lowest effectiveness ratings. How Effective Are These Paid Social Media Platforms in Helping Your Organization Reach Its Content Marketing Goals? Extremely Very Somewhat Not Very Not At All Effective Effective Effective Effective Effective LinkedIn 13% 36% 40% 9% 2% Facebook 9% 30% 45% 12% 5% Twitter 10% 33% 45% 13% 0% YouTube 11% 32% 44% 11% 1% Instagram 10% 29% 45% 14% 3% Content Marketing Institute/MarketingProfs Base: Content marketers who used the paid social media platforms in the last 12 months. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 22