How to Leverage Instagram In Your B2B Marketing

Posted by Owen Matson, Ph.D. on March 14
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Many B2B companies (misguidedly) label Instagram as a casual, “just for fun” social media channel. Why? Because it is popular as a personal story telling social channel. However, this doesn’t mean it can’t be a valuable platform for B2Bs. The sales process begins when a brand tells its story, and guess what? Instagram offers exactly that: a unique method of creating a brand identity and generating awareness with an audience of more than 500 million active users.

Here’s a look at five simple ways B2B companies can engage users and prospects on Instagram:

Tell your story

It’s best to think of Instagram as a way of telling your story, rather than thinking of it as a marketing tool. The less you try to “sell” in this platform, the more successful you’ll be. Audiences on Instagram are in a relaxed state of mind—the kind of mindset that does not react well to the “hard sell” approach. People do business with people, not companies. Instagram allows you to visually share your company’s core values and culture to establish a deeper, more personal connection.

Focus on Employees

Larger B2B companies are sometimes labelled as stuffy or corporate simply because they’re not effectively showing off their personal side. Instagram is a great place for big brands to humanize their corporate appearance by sharing the experiences of real life employees working behind the scenes.

Post photos of team meetings, community events and everyday office fun! Show your audience there’s more to your brand than, well, a boring company. Show the human side of how things get done. Use your employees to breathe new life into our social campaigns.

Build a community using hashtags          

User-generated content—have you heard of it? Probably. When corporate brands stop talking about me, me, me, and instead turn the spotlight toward their audience, the ones actually using their products and services, they experience a much higher rate of engagement on social platforms, including Instagram.

When you encourage people to share photos and videos of themselves using your products in everyday life, others are more likely to take notice. It’s a fact—consumers trust their peers far more than they trust brand advertising. So take advantage! Encourage satisfied customers to tell your story with the use of hashtags.

Give a sneak peak

Have an exciting new product set to launch? Opening a new location? Working on a new partnership? Instagram is an incredibly powerful way to showcase upcoming events and build excitement around them.

Suppose your business is about to launch a new platform it’s created. Engage your audience by sharing high level details about how the platform came to fruition—share early design sketches and post photos of your team in action. No matter what you’re promoting, sharing the personal side of your business will engage your audience, encouraging them to connect and care about your brand.

And as we know, when consumer care about a brand, they buy from it. Remember, you’re not selling on Instagram. You’re building trust by sharing the personal side of an otherwise closed-off corporate enterprise.

Follow the Leaders

There’s no need to reinvent the wheel here. There are plenty of big brands taking advantage of Instagram right now.

We love talking about content.  If you have questions, please feel free to get in touch!

To find out more about the benefits of marketing on social medial, you can get started by downloading our B2B social selling resources below.

B2B Social Selling 

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, Social Media Marketing

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