You are currently viewing Why You Need To Be on Instagram Even if You’re Not B2C

Instagram is one of the world’s largest social media platforms with more than 2 billion users to date. However, even with Instagram’s success, many B2B marketers are reluctant to spend time on the platform arguing it isn’t necessary because of two reasons:

  1. They believe their target market isn’t using Instagram heavily.
  2. They believe B2B content isn’t what people want to see on Instagram; that the platform is solely for lifestyle brands and consumers interacting with each other.

Both of these are false assumptions. Instagram can not only build brand awareness and trust for B2B companies but also improve public opinion for your brand. This strengthens your overall brand image to clients. Your content doesn’t have to be strictly about your services or products. You can create posts around your brand values, corporate culture, and community involvement.

Another reason you want to be on Instagram is to promote your customers and employees. User-generated content is a powerful marketing tool, and can easily be captured through Instagram. You can post customer testimonials, start a brand hashtag for reviews from customers, or feature your employee stories and “behind the scenes” posts.

Instagram is a great place to recruit team members. The largest demographic on Instagram is adults 18-24, nearly one-third (31.8%) of all users, narrowly edging out the 25-to-34 age range, to which 30.6% of Instagrammers belong. Those in this demographic are usually college-educated, making them a prime audience for recruiting. Share photos of your workplace, and talk about your culture. This may lead these users to learn more about your brand and career opportunities within the company.

The most important reason to use Instagram is that it’s an exciting platform for engagement. Instagram can help your company build relationships and brand image. To use Instagram effectively, you’ll need to think in non-traditional terms by creating a personal voice for your company.

One example of a B2B company that’s successfully using Instagram is FedEx. The company has more than 300,000 followers and hundreds of popular posts. They use photos of their trucks delivering packages to homes, visiting tourist cities, and featuring stories from the staff and their families. FedEx is succeeding on Instagram because they are creating Instagram-friendly content that reinforces its company values.

B2B marketing on Instagram is a process. It’s best to work with an expert who can help you find creative ways to present your company online. Tucker/Hall specializes in content marketing and digital communications. You can contact us here for more information.