LinkedIn leads in importance for community managers

According to a survey by BDM and Iconosquare, 75 % of community managers in France consider LinkedIn the most important social network for their work, narrowly edging out Instagram, which was rated by 74 % of respondents.

LinkedIn maintains its position with slight growth

LinkedIn’s position as the top platform was maintained with a 1-point increase compared to 2025, despite stiff competition. It has 38 million active users in France and uses systems to detect and report AI-generated content, which helps maintain feed quality.

Instagram remains strong with diverse formats

Instagram is still a key platform in social media strategies, with 74 % of professionals considering it important. It is praised for its variety of formats, including Reels and carousels, which continue to deliver high engagement rates.

TikTok’s appeal wanes among community managers

TikTok is no longer viewed as the most promising social network, with only 47 % of respondents seeing it in a phase of progression. This is a drop from previous years, while Instagram is seen as progressing by 49 % of respondents.

LinkedIn leads in organic results

In terms of organic results, LinkedIn is considered the most effective by 34 % of respondents, followed by Instagram (29 %) and Facebook (22 %). TikTok and YouTube are also seen as offering strong organic results but are ranked fourth and fifth, respectively.

Meta platforms dominate social advertising

For social ads, Meta platforms like Instagram and Facebook are preferred. Instagram is favored by 81 % of respondents, while Facebook is considered to offer the best paid results by 40 % of professionals. However, many community managers have limited advertising budgets.

Video content remains a key focus

Video publishing is popular, with 91 % of professionals surveyed publishing videos on the accounts they manage. Instagram is the preferred platform for this, with 81 % of respondents using it for video content, surpassing Facebook and LinkedIn.

Influencer marketing remains limited in use

Influencer marketing is still a marginal practice, with only 34 % of community managers using content creators in their strategies. Instagram remains the main platform for influencer campaigns, though it is experiencing a slight decline in this area.