B2B Instagram marketing

Senior Manager, Social Media

With over 1 billion users, Instagram is among the most popular social media platforms in the world. Still, when many people think of the app, they may think of anything from photography of beautiful far-off landscapes to videos of creators lip-syncing popular songs.

These aren’t necessarily images that scream “business,” and because of that, a lot of B2B companies have stayed away from the platform in favor of other social networks like LinkedIn. But there’s vakue in B2B Instagram marketing.

It’s true, when people log on to LinkedIn, they’re in a professional mindset, but those same people leave the office and log on to Instagram to do anything from watching cat videos to looking up their favorite companies. In fact, 70% of Instagram users have said they use the app to find new products or services. On top of that, 75% have taken an action like visiting a website or making a purchase after seeing a brand’s post.

These actions aren’t limited to B2C brands either; 36.2% of B2B decision makers have said they use Instagram to discover new products and research ones they already know about. So, if your company isn’t already on Instagram, you shouldn’t write the platform off before giving it a more in-depth look.

Evaluate if Instagram Is Right for Your Social Media Marketing Strategy

Before you jump on the Instagram bandwagon, you need to make sure that your target market is already there, and take note of how they use the app. This means researching their industry’s presence on the platform, including businesses that are active on the app, and trending hashtags in your niche.

When you do, you can make sure that your company will be successful if you decide to join Instagram. Plus, you’ll get a better idea of how people in your niche are already using the app. This will help you seamlessly fit in when you launch your profile.

Develop a Launch Plan

Launching a new Instagram account takes more work than posting a few pictures. Earlier this year, Instagram’s company head, Adam Mosseri, announced that the platform is “no longer a square photo-sharing app,” and it’s true. Since its launch, Instagram has grown and added new features like stories, IGTV, and reels, which can be leveraged to increase reach and engagement on the platform.

A robust launch plan will either include all of these features or a rationale for not using them.

Create Platform-Specific Posts

When you’re already posting to platforms like Facebook or LinkedIn, repurposing content for Instagram can save you time while keeping your cross-platform messaging cohesive. Just remember that there is a difference between repurposing content and sharing it directly. Whether you’re judging the success of your post based on reach, engagement, or clicks, each post should be optimized for Instagram before it’s posted.

Following best practices doesn’t just make your content look good, it can also help your posts get viewed by more followers or even show up on Instagram’s explore page.

Ready to add Instagram to your social media marketing strategy? Contact us to start the conversation today.

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Senior Manager, Social Media
Amy is responsible for the strategy and execution of organic social media campaigns. She brings her knowledge of how each social media platform works beyond the basic setup of a post, focusing on tactics surrounding engagement, hashtags, post type, and timing, to get the most out of each platform. She’s also a level 1 Cicerone (it’s like a sommelier, but for beer). On video calls, you may catch a glimpse of Amy’s two furry office assistants, Layla and Millie, who love a good strategy session.

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