Facebook remains the dominant force in global digital marketing, leading the pack of social media platforms utilised by marketers worldwide.

As of January 2026, 86% of social media marketers rely on Facebook to execute their campaigns, maintaining its status as an indispensable channel for brand engagement and advertising reach.

Close behind is Instagram, securing the second spot with an 82% adoption rate among marketers.

The robust performance of Meta’s dual flagship channels highlights the continued importance of visual and community-driven content strategies in the global advertising landscape.

Professional networking platform LinkedIn also commands significant attention, with 72% of marketers incorporating it into their promotional strategies.

Meanwhile, video-sharing powerhouse YouTube holds a firm middle ground, utilised by 58% of industry professionals.

Read Also
Embu Sevens preps on track as Tusker donates Sh1.5m Rugby
St. Joseph Starlets Murang’a Crowned New Champions as LYSA Defends Central Regional Title Sports
200 golfers set for NCBA Golf Series action at Kiambu Golf

Further down the spectrum, short-form visual content and microblogging channels capture smaller market shares. TikTok is used by 32% of global marketers, followed by X/Twitter at 23%.

Threads rounds out the list, with 13% of marketers integrating the platform into their broader digital media initiatives.

The figures, released in May 2026 by Statista, underscore a distinct hierarchy in digital marketing budgets and focus, with established networks continuing to lead ahead of emerging alternatives.