Despite Facebook’s massive popularity among marketers and its billions of users, statistics show that LinkedIn is the platform yielding the most conversions.

In the social media ranks, Facebook is No. 1 with 93 percent of social media marketing experts using the platform, according to Statista. 

Instagram clocks in at No. 2 with 78 percent of marketers, and LinkedIn is third with 61 percent.

As Instagram increases in popularity, though, more brands are planning to focus equally on Instagram and Facebook, according to Statista.

The social media goal for most marketers is to increase brand awareness, followed by increasing web traffic and growing their audience, according to Hubspot.

But for the 40 percent of marketers whose goal is drive sales, they may want to hop on LinkedIn.

A whopping 277 percent more leads are generated on LinkedIn than on Facebook and Twitter, according to Hubspot. This results in a 2.74 percent visitor-to-lead conversion rate, compared to the below 1 percent rate for Facebook and Twitter.

LinkedIn is used for both B2B and B2C communication. Since its targeting features were implemented in 2019, lead generation has skyrocketed for the platform.

According to The Shelf, LinkedIn accounts for 80 percent of lead generation for B2B marketers, and 91 percent of marketing executives believe LinkedIn is the platform for relevant leads and content.

But social media’s power is clear across all channels, statistics show.

Overall, 78 percent of salespeople who use social media outsell their peers who don’t, according to 99firms, and 90 percent of top salespeople use social selling tools.

Around 19 percent of marketers are still unsure if social media marketing is effective, though, because they say calculating social media ROI is more complicated than on other channels.

But statistics show that most consumers want to buy from a brand they follow on social media. Additionally, consumers have high expectations for the brands they follow.

More than half of consumers will drop a brand on social media due to poor customer service, or because the brand shared irrelevant content, according to Social Media Today.

On the other hand, more than 70 percent of consumers with a great social media experience are likely to share and recommend the brand.

Experts suggest companies that want to leverage social media more effectively should review their current content on each platform to determine how the audience is engaging and when they are most active.

For the best results, social media marketing experts also recommend companies carefully determine which platforms are most effective for their specific audience and goals, despite which platforms are currently the most widely popular.