Instagram is now as popular as Facebook when it comes to B2C marketing over social channels, with 88 per cent of companies now using it to deliver brand messaging and adverts to consumers, according to a new study by ALF Insight.

LinkedIn remains the most popular social channel for B2B communication, with 93 per cent of businesses using the professional network to engage in enterprise-level messaging.

The report also found that video will be the standout trend for social media marketing in 2016, with a 20 per cent increase year-on-year in the number of marketers using video as a content format. Thanks to new video channels like Snapchat, Periscope and AudioBoom, marketers have more avenues than ever to reach customers with engaging video content.

“Its positive to see that marketing budgets are on the rise, and that marketers are looking to invest in a plethora of new technologies this year,” said Fraser Murdoch, managing director at Media business Insight.

You can find these figures and more in the infographic below.