When most people think of Instagram, they think of B2C brands showcasing aesthetic product shots and lifestyle content. However, Instagram has proven to be a powerful platform for B2B companies as well, enabling them to connect with other businesses, build brand awareness, and nurture relationships.
With over 1 billion active users, Instagram offers an opportunity to tap into vast networks of professionals and decision-makers.
So, the question isn’t actually whether Instagram works for B2B – it’s: how can businesses leverage it effectively?
B2B buyers in this day and age
B2B buyers today are as influenced by visual and emotional storytelling as B2C customers. They’re also active on Instagram, exploring content to stay informed about industry trends, innovations, and thought leaders.
Instagram provides an opportunity for businesses to showcase their personality and connect on a human level. Whether it’s through behind the scenes content, employee spotlights, or customer success stories, Instagram helps businesses build trust and relatability.
For industries that rely on creativity – such as marketing, design, and technology – can benefit significantly from Instagram’s visual nature. It provides a space for creative professionals to showcase work and connect with like-minded individuals or businesses.
Successful B2B Instagram examples
Adobe
Adobe is a prime example of a B2B company that thrives on Instagram. As a software company serving creatives like designers, photographers and videographers, Instagram’s visual nature makes it a natural fit for them.
Adobe regularly features user-generated content that highlights the versatility of its tools, providing inspiration to their audience while reinforcing their brand as a leader in the creative industry. By showcasing images and videos created using Adobe products, they inspire their community and maintain engagement.
Why it works: Instagram’s creative community makes it the perfect platform for Adobe. The platform’s visual-centric nature aligns perfectly with Adobe’s audience, allowing them to engage directly with their user base and showcase the value of their tools in a way that feels organic and authentic.
General Electric
General Electric has been successful on Instagram by embracing the platform’s visual power to showcase its complex technology. They showcase stunning images and videos of their engineering innovations, from wind turbines to aviation systems, while also offering insights into how their technologies are solving global problems. GE’s use of Instagram enables them to communicate their cutting-edge work in a visually compelling way, making technical content accessible and engaging.
Why it works: GE’s target audience includes engineers, designers, and tech professionals – groups that appreciate visually dynamic and detailed content. GE’s Instagram effectively blends their technical prowess with captivating visuals, making a traditionally “dry” industry seem innovative and approachable.
Hootsuite
As a social media management platform, Hootsuite’s Instagram presence is a direct reflection of their expertise in the space. Hootsuite shares valuable content on social media best practices, success stories, and platform updates, positioning themselves as thought leaders. They also use Instagram to showcase their company culture, giving followers an inside look at what it’s like to work at Hootsuite.
Why it works: Hootsuite’s content speaks directly to social media managers and marketers, making Instagram an ideal platform for them. Their posts strike the right balance between offering industry advice and demonstrating their company’s human side, which resonates with followers in the social media marketing space.
Is Instagram right for every B2B brand?
While Instagram can be highly effective for certain B2B industries, it may not be the right platform for every business. More traditional, corporate-focused B2B companies – such as law firms or accounting firms may find less engagement on Instagram. These types of businesses may not have the visual content necessary to thrive on a platform built around creative imagery. For these industries, LinkedIn, Facebook, or email marketing might be more suitable for connecting with decision-makers.
For businesses with a creative, tech-savvy audience or those that can produce visually engaging content, Instagram offers a great opportunity to showcase expertise, build relationships, and humanise the brand.
So, to sum up…
Instagram can be a powerful tool for B2B companies, but success requires a tailored approach. Creative industries such as design, technology, and engineering can especially benefit from Instagram’s visually engaging platform.
By showcasing their expertise, connecting with influencers, and building a community around their brand, B2B companies can effectively leverage Instagram to expand their reach and drive engagement.
Need support with your B2B social media strategy? Contact us today to see how we can help.