CONTENT CREATION & DISTRIBUTION The use of organic social media platforms hasn’t changed much from the previous year. We did, however, see the use of YouTube increase by 5 points (65% this year vs. 60% the previous year), not surprising considering the rise in the use of video. The use of TikTok inched up to 9% from 5%. Organic (Nonpaid) Social Media Platforms B2B Content Marketers Used in Last 12 Months LinkedIn 96% Facebook 76% Twitter 70% YouTube 65% Instagram 57% Pinterest 11% TikTok 9% Medium 7% 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers who used organic social media platforms in the last 12 months. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 18