We examined which social media platforms have delivered the best return on investment (ROI)—a key performance indicator that our clients understandably value.
Assessing this KPI in the context of social media is more nuanced than in conventional businesses, since not everything on these platforms can be quantified in monetary terms.
As expected from much of our cross-platform research, our results show that each platform demonstrates varying levels of success in this category, depending on business objectives. We will dive into different platforms in this study: Facebook, Instagram, LinkedIn, TikTok, and YouTube.
The following evaluates the benefits of each platform from a marketing perspective.
What is the ROI for Facebook?
Facebook
Highly trusted by B2B marketers - 22-28% of these users cite it as having the highest ROI relatively, among their platforms of choice.
Garners strong video reach and engagement - Video content reaches 135% more users compared to photos and are posted 2x more than other content types.
Ranked as the first purchasing platform - Leads the way in purchasing conversion among platforms when users are ready to make a purchase at 39% (slightly ahead of Instagram and TikTok).
Currently leading the way in ROI and lead generation - According to HubSpot, 76% of over 500 surveyed marketers say that Instagram leads in ROI, lead generation, and engagement.
Ranked second in trust rate by marketers - With a trust rate of 68%, Instagram ranks just behind LinkedIn among marketers when it comes to confidence in generating positive returns on advertising investment.
Video content leads the way in conversions - Instagram videos between 1 and 2 minutes have the highest retention, and ads with product catalog videos show a 41% increase in return on ad spend (ROAS).
High quality conversions - LinkedIn ads increase purchase intent by about 33%, making it a key platform for high-value conversions.
Holds the highest trust rate by marketers for ROI - With a trust rate of 70%, LinkedIn leads in platform for marketers when it comes to confidence in generating positive returns on advertising investment (this does not indicate that it is the leading platform by overall ROI).
Video has emerged as a content type - According to Social Pilot, videos on LinkedIn are generating 5x more engagement than other content types.
Known for very high but short-term ROI - The platform’s individual research highlights an 11.8% short-term ROI although 75% of their advertisers achieve their highest ROI on this platform compared to others.
Leader of engagement among Gen Z - Gen Z significantly leads the way in terms of overall purchase intent on TikTok.
Leading platform in global ad revenue - According to Social Pilot, TikTok’s global ad revenue is over $331 billion, indicating a platform demand for reaching wide audiences.
Ranked as top platform for video marketing effectiveness and brand awareness - Among video marketers, 90% use YouTube for marketing purposes, more than any other platform, highlighting its dominance as a video-hosting and engagement channel.
Ranked 2nd in social media active users - In Q2 2025, YouTube ranked second in social media active users at 2.74 billion, just behind Facebook (at 3.065 billion).
Strong for both brand awareness and driving sales - YouTube is favored for upper-funnel awareness as well as bottom-funnel conversions, making it a strong all-around ROI platform.
In conclusion, we can provide a general overview of the benefits of investing resources in each platform:
Facebook
Facebook remains a strong platform for video-driven marketing and B2B strategies, but success increasingly depends on well-planned paid campaigns due to reduced organic visibility.
Instagram
Investing in Instagram is highly effective for driving engagement and leads, especially through video content that resonates well with audiences.
LinkedIn
LinkedIn is a trusted platform for B2B marketing investments, offering valuable opportunities to drive high-quality conversions.
TikTok
TikTok stands out for delivering quick returns and strong audience engagement, making it a smart choice for brands targeting younger demographics.
YouTube
YouTube is a versatile platform that supports brand awareness and direct conversions, making it worthwhile for comprehensive marketing strategies across the customer journey.
Like most questions that compare different platforms, especially when it comes to ROI, there isn’t a single platform that offers the best of all worlds. The most effective choice for investing in advertising depends heavily on your specific business goals, target audience, and overall marketing strategy. Different platforms excel in different areas—some may be better for driving brand awareness, while others focus more on direct conversions or engagement with niche communities.
Ultimately, the key to maximizing ROI is tailoring your platform investments to align with your business objectives and understanding where your audience spends their time. A well-rounded advertising strategy often involves leveraging multiple platforms in ways that complement each other, rather than relying solely on one. This approach ensures that your marketing efforts are both efficient and effective in meeting your unique goals.
Want personalized help with marketing strategies to optimize your social media results? Chat with our team today!
