Social Media Shapes B2B Buyer Decision Journeys

Forrester's 2026 Buyer Insights report (based on more than 17,000 global business buyers) finds social media is the second-most meaningful information source for B2B purchase decisions, trailing only generative AI search tools. The report highlights that Millennials and Gen Zers (63% of respondents) drive platform diversity and engagement preferences, and recommends marketers tailor social strategies, invest in thought leadership, influencer relations, and short-form video.