Meta houses 3 large social media platforms, each offering their own benefits and drawbacks.

When we surveyed marketers in 2025, we had to resolve which one is easiest for social metrics – like target audience enlargement and internet web page website guests – and where they’re re-investing.

We’ll dive into that in conjunction with key diversifications among quite a lot of segments, like B2B vs. B2C producers, company sizes, and business.

Facebook, Instagram, or Threads: Where Marketers Spend Their Time in 2025

I won’t bury the lede – Instagram is by the use of far the most popular and absolute best imaginable performing Meta platform among marketers we surveyed. In truth, this is a best one across the board.

Facebook isn’t far in the back of potency suave, despite the fact that. Threads is, alternatively, a unique story.

Previous than we check out segmented knowledge problems, listed here are key knowledge problems on the ROI marketers report on Meta platforms, and the investments they’re making.

First of all, the 2025 State of AI file came upon that marketers are investing most in video-first platforms – 76% of respondents say their company uses Instagram.

Facebook is to be had in correct in the back of at 61% since the third most used app.

Thread hasn’t picked up steam, since the least used app at 9%, in the back of Tumblr, Discord and Pinterest.

Potency-wise, marketers rank Instagram because the perfect performing platform for internet web page website guests, engagement, target audience enlargement, and influencer promoting and advertising.

And this isn’t merely among Meta platforms, Instagram is the perfect performer all over all social media platforms we surveyed marketers on.

Facebook lags in the back of by the use of an average of 12%.

This devices the extent for where marketers are investing in 2025.

Instagram is among the best 3 platforms marketers are investing in this year.

Twenty 3 (23) % of marketers plan to bring to an end their investment in Facebook this year, compared to best 9% for Instagram. In addition to, six % further marketers plan to spend money on Instagram than Facebook.

Now that we’ve looked at each platform across the board, let’s dig into some insights inside key segments.

B2B vs. B2C

When having a look at how marketers reported ROI on Instagram and Facebook, there wasn’t more than a 5% difference between B2B and B2C firms.

When it comes to 2025 investments, B2B and B2C were in lockstep in their option to Threads, with 27% increasing their investment, 25% maintaining the identical investment amount, and 26% lowering or lowering it only.

We spotted some variance in 4 areas:

• Facebook investment – 46 % (46) of B2B firms plan to decrease or cut back their Facebook investment in 2025 compared to 35% of B2C firms.
• Instagram investment – Our report shows a 7% higher investment from B2C producers.
• Brand coverage – Twenty one (21) % of B2B firms are uncomfortable about their brand’s coverage on Threads compared to best 10% of B2C. Marketers are showing a equivalent building on Instagram, 11% of B2B are uncomfortable on it compared to best 3% of B2C.
• Influencer promoting and advertising – B2C producers are 9% a lot more most likely than B2B to artwork with influencers most on Instagram. That discussed, B2C and B2C firms report equivalent ROI on the platform.

Company Size

Midsize (201-2,000 employees) and large (2,000+ employees) firms are a lot more most likely than small (1-200) firms to build group on Facebook.

In addition to, midsize firms moreover report upper group building efforts on Instagram, compared to small and large firms.

We moreover spotted some crowd pleasing variance as it pertains to their option to Threads and the ROI they report.

Threads is further trendy among marketers running at midsize firms, with 13% reporting that they leverage it, compared to best 4% at small firms and 7% at massive ones.

Alternatively, the information suggests smaller firms have a harder time finding success on Threads.

• Corporations with 1-200 employees were a lot more prone to peer low ROI from the usage of Threads.
• 31% of respondents from small firms reported low ROI from Threads, compared to best 18% from midsize ones and 16% from massive ones.

This building was once moreover obtrusive for Instagram – 20% of respondents from small firms reported low ROI from the platform, 11% more than for midsize firms and 12% for large firms.

Trade

In most cases, marketers at nonprofit/executive orgs report lower potency results compared to B2B and B2C producers.

Marketers at B2B and B2C firms are a lot more prone to report best ROI on the Meta platforms than nonprofit and gov. orgs.

In addition to, 40 to 48% of marketers for B2B and B2C producers report best ROI on Instagram, compared to best 20% for non-profit/executive orgs.

That discussed, Meta platforms aren’t leveraged as so much from nonprofit and executive orgs. Easiest 56% of nonprofit and executive orgs leverage Instagram, 14% less than B2B firms and 21% less than B2C ones.

Social Pros Evaluation Benefits of Each and every Meta Platform

Brand Coverage

Marketers in reality really feel most relaxed on established platforms for brand coverage.

81% of marketers surveyed reported they in reality really feel relaxed posting and selling on Facebook. Seventy-five % of marketers reported the identical on Instagram.

As the newest platform from Meta, best 41% of marketers reported feeling relaxed on Threads.

Supply

Group Building

We moreover see a equivalent building for group building.

Established platforms, like Instagram and Facebook, are where social media marketers assemble group on the most.

40 % of marketers say Instagram is absolute best for building an lively group on social media, earning the perfect spot all over all platforms.

Facebook ranked third at 33%.

Influencer Promoting

Unsurprisingly, marketers report that Instagram provides the most efficient imaginable ROI of all 3 platforms.

All the way through all platforms, Instagram and Facebook are a lot of probably the most smart 5 for ROI, with 45% reporting best ROI for Instagram and 38% for Facebook.

Twenty six (26) % of marketers report short of to artwork with influencers on Instagram necessarily probably the most, compared to 14% for Facebook.

Key Takeaways

Marketers are clear on one thing: Instagram is the clear winner among Meta platforms. It’s the platform that they see the best results from and plan to speculate necessarily probably the most in.

Facebook, as necessarily probably the most established platform, is an in depth 2nd – despite the fact that we building up previous Meta.

Without short-form video choices or a showed history of ROI, Threads lags method in the back of.

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