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Instagram on mobile device.

With over 1 billion monthly users, Instagram is a powerful social media platform. So, why do so many B2B brands turn their backs on it?

Instagram is a social networking app that is set up for sharing photos and videos. It is all about visual storytelling. It allows businesses to showcase their brand in a visually driven way.

Over the last few years, Instagram has slowly become one of the most popular platforms for B2C marketers. With Instagram Influencers and marketing tools like Shopping Tags and Checkout On Instagram, it’s easy to see why B2C marketers love it. It feels like Instagram is designed for them and their marketing goals.

Many B2B marketers claim that Instagram is too lifestyle-focused and only works for B2Cs. Another chief complaint is that B2B audiences are not on the platform. Yet, with 1 billion users, the decisions-makers you’re targeting are probably using it. 

According to TrackMaven’s research, B2B companies experience their most significant engagement ratios on Instagram—meaning that of the major social sites, Instagram fosters the highest number of interactions per number of followers

No matter if you are a B2C or B2B, the platform is an excellent place to spread brand awareness. Further, B2Bs can use features like Stories or their bio link to drive website traffic or share user-generated content (UGC) to connect with audiences. 

At the end of the day, there is a way to make Instagram work for B2B. By developing a creative content strategy, you can leverage this visually driven platform to drive brand awareness, engage with your audience and to attract new customers. Here are four ways B2B can leverage Instagram for marketing success.

Humanize Your Brand

In today’s world, people want to know who they are doing business with. Customers appreciate transparency and knowing how companies operate internally. 

Instagram provides the perfect channel for showcasing your employees and the work they are doing behind the scenes. 

Shine a spotlight on employees and talk about what makes them essential to your business. Tell a compelling story that not only makes your employees stand out but your business as well. 

Further, show employees working and playing together. Let your customers know that your employees are happy, and you are providing a positive working environment. 

By promoting this type of content, you are conveying a positive brand image that makes your customers relate with you on a personal level. You are humanizing your brand. 

Share Your Expertise

According to LinkedIn, 82% of B2B decision-makers say that thought leadership has increased their trust in an organization. While it may not seem obvious, Instagram can be an active channel to showcase thought leadership. 

Posting visually appealing infographics and data-packed videos is an effective way to engage with your customers. The key with Instagram is to remember that “less is more.”

By positioning yourself as a leader in your industry, your customers will come to see you as such. 

Use Client Success Stories

Consumers want to know that your business is successful, and the best way to do that is to let your clients speak for you. By showcasing the most inspiring, compelling and motivating customer success stories, you can demonstrate the value that you bring to the table. 

This type of post can be as simple as sharing a portrait of a CEO and quoting them in the caption explaining how you helped their business. Or, you can go more elaborate and share a short video that has the client speaking directly to your audience. 

Unlock the Power of User-Generated Content

User-generated content has become the lifeblood of Instagram, and it is easy to make it a driving force of your feed as well. Remember, clients, are more likely to trust another person over a brand. So, why not let people talk for you?

UGC can be a post from employees, partners and customers that relate to your business. Reshare these photos and videos to help show what is important to your company. Whether it is employees posting pics or a favorite quote that illustrates your values, UGC can be a powerful tool to connect with your audience.


It may be easy to dismiss Instagram as just another B2C marketing platform. Yet, by knowing your purpose and developing a content strategy that supports it, your B2B can find success on Instagram.  

Ready to make Instagram a vital part of your marketing efforts? Contact us at joep@eisenberginc.com or call 214.528.5990

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