INSTAGRAM for B2B

First launched in 2010 as a simple, hashtag-driven photo sharing application, Instagram is now one of the world’s most popular social media platforms — available in 25 different languages and used by more than 400 million users per month.

Over the course of 7.5 versions and an acquisition by Facebook, the application has made very few updates — a handful of new filters, the introduction of advertising offerings, and new aspect ratio options. Yet while Instagram has remained largely unchanged, today’s B2B brands continue to struggle with how to organically engage their audiences. This is especially true because B2B brands typically lack the rich visuals of their B2C counterparts.

Use Cases for Instagram (B2B and B2C)

Let us first identify the ways in which Instagram can be used by both B2B and B2C. Notice how each one is tied to promoting brand values rather than products. (If lead generation is your goal, it’s probably better to pursue paid use of the channel.)

• Improving brand awareness, perception and ultimately affinity
• Relationship building with current and potential customers
• Recruitment

While a B2C brand might achieve these goals through lifestyle photographs, UGC submissions, or model shots, B2B accounts are more likely to take a different approach. Consider the following strategies:

• Storytelling: Give your brand a personality. Show your audience who you are and what you’re passionate about. (Ex: Visual expressions of brand values or attributes. For example, if “curious” is an attribute, you might post your employees in a brainstorm.)
• Culture: Give your audience a “behind the scenes” look at the personalities and traditions that inhabit your offices. (Ex: Highlight employees, employee events, office pets or quirks.)
• Spotlighting: How are your products being used and by whom? What impact does your business have on the world? (Ex: Highlight customers and entrepreneurs using your product.)

What Does This Mean for You?

If your business is set on establishing an Instagram presence, and the competitive research supports an opportunity to lead or tap into relevant conversation, we recommend first setting a channel strategy that addresses who your key audiences are and how you will reach them, then using the tips and examples above to build out content.

It’s also important to note that a regular cadence is key to the most successful Instagram accounts. B2B brands such as Cisco, FedEx, Infusionsoft and others post anywhere from 3x weekly to 3x daily and their engagement rates reflect this effort.

Interested in learning how your company can use the Brand Hub to engage your audience and diversify your social media strategy? Reach out to the Eastwick Digital Brand Lab here.