Which Meta Channel's Best for Social Media Marketing? 1000 Pros Compare Facebook, Instagram & Threads

By mbretous@hubspot.com (Martina Bretous)

Download Now: The 2025 State of Social Media Trends [Free Report]

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, let’s dig into some insights within key segments.

B2B vs. B2C

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

In terms of 2025 investments, B2B and B2C were in lockstep in their approach to Threads, with 27% increasing their investment, 25% maintaining the same investment amount, and 26% decreasing or cutting it entirely.

We saw some variance in 4 areas:

Facebook investment – Forty six percent (46) of B2B businesses plan to decrease or cut their Facebook investment in 2025 compared to 35% of B2C businesses.
Instagram investment – Our report shows a 7% higher investment from B2C brands.
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Source:: HubSpot Blog

Author: Aaron