Meta houses three huge social media platforms, each offering their own benefits and drawbacks.
When we surveyed marketers in 2025, we wanted to find out which one is best for social metrics – like audience growth and site traffic – and where they’re re-investing.
We’ll dive into that along with key differences among various segments, like B2B vs. B2C brands, company sizes, and industry.
Facebook, Instagram, or Threads: Where Marketers Spend Their Time in 2025
I won’t bury the lede – Instagram is by far the most popular and highest performing Meta platform among marketers we surveyed. In fact, it’s a top one across the board.
Facebook isn’t far behind performance wise, though. Threads is, however, a different story.
Before we look at segmented data points, here are key data points on the ROI marketers report on Meta platforms, and the investments they’re making.
Firstly, the 2025 State of AI report found that marketers are investing most in video-first platforms – 76% of respondents say their company uses Instagram.
Facebook comes in right behind at 61% as the third most used app.
Thread hasn’t picked up steam, as the least used app at 9%, behind Tumblr, Discord and Pinterest.
Performance-wise, marketers rank Instagram as the top performing platform for site traffic, engagement, audience growth, and influencer marketing.
And this isn’t just among Meta platforms, Instagram is the top performer across all social media platforms we surveyed marketers on.
Facebook lags behind by an average of 12%.
This sets the stage for where marketers are investing in 2025.
Instagram is among the top 3 platforms marketers are investing in this year.
Twenty three (23) percent of marketers plan to cut off their investment in Facebook this year, compared to only 9% for Instagram. In addition, six percent more marketers plan to invest in Instagram than Facebook.
Now that we’ve looked at each platform across the board,…
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