Why You Need to be on Instagram Even if You’re Not B2C

Instagram is becoming one of the largest social media sites around the world. To date it has more than 700 million users, and since its acquisition by Facebook, that number is expected to grow. Even though Instagram is showing huge success, many B2B marketers are reluctant to spend time on the platform. Despite clear data, Instagram seems to be the one area B2B marketers are lagging behind.

Many B2B marketers argue Instagram 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. They believe 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, it can 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, your corporate culture, and your 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 25-34 (more than 25 percent). 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 because 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 700,000 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 content that is both Instagram-friendly and reinforcing their 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.

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