Think Instagram Is Just For Consumer Brands? Think Again

One of the biggest marketing mistakes that B2B companies make is underestimating the power of social media. Many B2B companies don’t see the potential of social media because they think of it as a tool solely for B2C companies. This is especially true for Instagram, as many B2B companies misunderstand this robust network.

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Instagram doesn’t have a lengthy history, as it has only been live for 7 years. When Instagram celebrated their 2nd birthday, Facebook acquired it for $1 billion, and today it is worth $35 billion. So there is something to be said for its incredible growth.

Much of the value is based on the growth of users Instagram has experienced. As of September 2013, there were 150 million users. Today, only 4 years later, Instagram has over 800 million users with 15 million accounts belonging to businesses. Throughout Instagram’s growth, they’ve improved their platform by loosening the restrictions of photo dimensions, adding the option to post live Instagram Stories, and by creating “business” specific pages.

When used correctly, Instagram provides many benefits to B2B companies. Out of all of the social media platforms (Facebook, LinkedIn, Twitter, Google+), Instagram is the most creative outlet. This creativity draws in the millennial generation, but Instagram offers businesses direct contact and engagement with millennials as well as other audiences. This is incredibly beneficial to B2B companies because their audience on Instagram will include other companies and key personnel in client organizations. Through Instagram, companies are able to create a specific personality for their organization, develop brand awareness, and engage followers.
Instagram had B2B in mind when it decided to differentiate between personal and business accounts. The business account provides two main benefits: Instagram Insights and Instagram Ad Campaigns. Through Instagram Insights, businesses are now able to evaluate how each post performs. While Instagram ads are fairly new, they have gained traction and create an incredible amount of engagement with viewers.

Of course, with benefits also comes challenges. First, Instagram relies on mobile devices. Because of this, it doesn’t allow business pages to view their analytics on anything other than their mobile device. Another difficulty is that Instagram does not allow links to be included in captions. This is a major annoyance for companies that produce content on their websites and must rotate the link on their bio with every post. 

Nonetheless, there is great opportunity for businesses that understand the uniqueness of Instagram. Two of our favorite examples of successful B2B Instagram pages include @Adobe and @IBM. Both of these companies utilize Instagram as a creative platform to create brand awareness and have done a stellar job.
In order for your B2B Instagram to be as successful as these examples, here are our top 5 B2B Instagram tips:

1. Show off your company culture: Consumers want to know where their products are coming from. Adding a human element to your business will assist with the creation of brand loyalty.
2. Consistent Themes: Brainstorm the 3 most important themes for your business and align each post with one of these themes. The more consistent you are with your themes, the easier it will be for consumers to buy into your brand personality. 
3. Quality Content: Crisp and engaging photos and videos are necessary on Instagram. The higher quality and more engaging, the more beneficial to your brand.
4. User Generated Content: Consumers love to see other consumers loving a product! For B2B companies, this can include “shout outs” to client companies who have recently bought your product or service.
5. Lead Generation: Post links in your Instagram bio to lead followers to content on your website. Instagram ads also allow businesses to generate leads and promote brand awareness.

Instagram can be an incredible tool for B2B businesses. In today’s multimedia environment, virtually everyone is on social media throughout the day. That includes CEO’s, CFO’s CMO’s, Directors, Sales Managers as well as every role in between. B2B companies have a great opportunity to engage with business leaders through personalized, humanistic content that reminds, engages, and reinforces affinity for their brand. 

What do you think? Let us know if you’re considering giving Instagram a shot for your B2B company!