Over the past few years, Instagram has climbed the social media ladder, making its way up to one of (if not the) most popular platform for B2C marketers.

With the rise of Instagram Influencers paired with its offering of marketing tools for community engagement and shopping (like Shopping TagsCheckout on Instagram, etc.), Instagram supports businesses well. In particular, these tools can help B2C businesses reach their ROI goals on the platform – but what about B2B brands?

Instagram isn’t just a place for B2C brands; it offers a great deal of value for B2B brands as well. For example: Instagram is a great place to spread brand awareness for any brand. B2B brands can also use features like Stories or their bio link to drive website traffic or share UGC content to connect with their audience.

Last week, we held an #SMTLive Twitter chat to discuss all the ways B2B brands can find success on Instagram.

We talked about:

  1. Common struggles for B2B marketers on Instagram
  2. Goals that Instagram can help B2B brands reach
  3. Different types of B2B content strategy for Instagram

Keep reading for the recap of our chat, including great tips to help you improve your B2B Instagram marketing strategy.

1. Common struggles for B2B marketers on Instagram

What do B2B brands struggle with the most on Instagram?

Of course, as all of this goes, content strategy and brand goals depend on the business. Every brand will experience different issues and will need to develop a unique strategy to align with their goals, but there still are a few common struggles most B2B brands face.

Social Media Today@socialmedia2day

We’re kicking off today’s chat with a poll. — Q1: What are your biggest struggles managing a B2B brand on @instagram?

This poll shows that everything from content creation to measuring ROI to community engagement is difficult (but not impossible) for B2B brands on Instagram.

2. Goals that Instagram can help B2B brands reach

What goals can B2B brands use Instagram to reach?

Many B2B brands turn to social media as a referral channel for website traffic. Instagram is no exception; especially now that Stories and Highlights exist on the platform.

Social Media Today@socialmedia2day

We will come back to the poll later after people have enough time to vote. — Q2: What’s your main goal for using Instagram in your social media strategy mix?

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Cristina Simone@cristinasimone

Increase engagement and visits to website

Brand awareness is a huge one. If this is all you are using Instagram for, ROI might be dificult to measure but a strong content and engagement strategy on Instagram can go a long way in reaching this goal.

Social Media Today@socialmedia2day

We will come back to the poll later after people have enough time to vote. — Q2: What’s your main goal for using Instagram in your social media strategy mix?

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MOMENTUM Media Solutions@Get_Momentum

We’ve found Instagram is the best way to grow brand visibility fast using targeted hashtags, we then convert those followers to our clients’ other platforms like FB & Li. We love the engagement here as well!

Not only can Instagram help with brand awareness, but also relateabiliy through the humanization of the brand.

Chadwick David@ChadTDavid

A2: Primarily to increase awareness but I’m always on the lookout for opportunities to humanize the brand a bit.

Cristina Simone@cristinasimone

The “humanization” is a right point of view. I’m agree with you.

Social Media Today@socialmedia2day

We will come back to the poll later after people have enough time to vote. — Q2: What’s your main goal for using Instagram in your social media strategy mix?

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Oleso@olesosocial

A2: Instagram is a great way to show the visual side of your brand. A place to showcase your personality with behind the scenes shots! – Rhianna

Social Media Today@socialmedia2day

We will come back to the poll later after people have enough time to vote. — Q2: What’s your main goal for using Instagram in your social media strategy mix?

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Point A Communications@pointacomms

A2) I’m using as a PR tool – trying to boost awareness, reputation, industry authority and overall share of voice in the Houston market!

Brands with successful Facebook ads can also use Instagram as an extention to reach their Facebook ad goals.

Social Media Today@socialmedia2day

We will come back to the poll later after people have enough time to vote. — Q2: What’s your main goal for using Instagram in your social media strategy mix?

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Robin Selvy Re@RobinSelvy

A2: Currently using Instagram as an extension audience for lead gen campaigns (via Facebook Ads Manager).

Social Media Today@socialmedia2day

We will come back to the poll later after people have enough time to vote. — Q2: What’s your main goal for using Instagram in your social media strategy mix?

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Taryn Grisham@taryn_grisham

A2: We primarily use Instagram for paid marketing to reach an extended audience through Facebook Ads Manager campaigns. It’s a great way to target both younger and older audiences in a cost-effective, multi-platform manner.

3. Different types of B2B content strategy for Instagram

It’s hard to talk about a content strategy without knowing company goals, but we discussed a few content strategies we often see on Instagram.

Should you share company culture photos or videos?

Sharing company culture photos or Stories can make your audience feel more connected and involved in the life of the company, but this strategy doesn’t work for everyone. Again, the content you share depends on your company voice and goals.

Chadwick David@ChadTDavid

A4: Though in general I think it’s a good thing. In the end,it really boils down to the company. Don’t force it! You can do more harm than good to your brand if your company culture posts come off as inauthentic, pandering, or staged.

Robin Selvy Re@RobinSelvy

So true! Or if your office is dreary – it may hurt recruitment to showcase it on Instagram 😟

If you have a fun and visually appealing office space, showing off some BTS videos or photos is easy content for your Instagram. Just like many B2C brands have started to make Instagramable products a priority for their UGC content strategy, B2B brands need to do the same for their content. If you have a dark and dreary office space, maybe don’t share photos of that. Take photos/videos of the team somewhere else.

Regardless of your workspace, you should be able to find some way to share who you are as a company and what you represent as a brand. Anything is better than a stock image on Instagram.

Social Media Today@socialmedia2day

A few people have mentioned using Instagram to humanize the company. A perfect lead into Q4: How do you feel about sharing company culture on Instagram? If you think this is a good strategy, how do you do it well? If you think it’s bad, why?

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Taryn Grisham@taryn_grisham

A4: I think that Instagram gives brands an opportunity to open the doors into a day in the life. We so often see stock images in ads, or over-glamorized shots of individuals. Use story elements to be “real” with your audience. It’s a great opportunity!

Marketing teams aren’t the only ones who can benefit from sharing company culture content. Recruiters say they have seen great success using this tactic to attract new employees.

Michelle Roy@Michelle__Roy

A4: I have never done this myself, but from an outsiders perspective I think it can be a great tool for recruiting since potential employees are more likely to believe employees of the company instead of the brand.

Kelsey Shaw@kelsey_shaw_

I’ve done this for corporate Instagrams for this exact reason. 👍🏼

Repurposing your own content and utilize UGC.

If you already have a strong inbound marketing content strategy, repurposing fragments of your content (blog posts, ebooks, webinars, videos on your website, etc.) to create new, visually appealing content is a tactic many marketers find effective.

Chadwick David@ChadTDavid

A5: I like to take the larger pieces of content we create (blog posts, videos, ebooks) and find different ways to chop them up into “bite-sized” pieces that we can use on Instagram and Instagram stories.

Cristina Simone@cristinasimone

Completely agree. For example zooming into detail of a pic.
You can make it appear as new content 😉

And of course, UGC has been proven time and again to work for everyone. People love being recognized by the brands they follow. Engage with your audience and share their content.

Social Media Today@socialmedia2day

Thinking of content strategies… Q5: How can you repurpose your own content and utilize UGC in a way that is engaging?

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Taryn Grisham@taryn_grisham

A5: Everyone loves recognition. Share UGC across your platforms and tag the individuals who created it to show appreciation and share the love. With social media “days” like and , you can always repurpose old content that performed well the first time too.

Point A Communications@pointacomms

A5) We are working on this now! Since we’re new, we don’t have much to repurpose right now, but once we do, we already have plans to do content audits and scrubs. UGC would be great if our clients can find a creative way to promote our services!

Social Media Today@socialmedia2day

Sometimes a good ol’ hashtag campaign can help encourage clients/followers to create some UGC for you.

If you aren’t generating much UGC organically, you can always run a hashtag campaign or use other similar tactics to encourage sharing.

Britney Bailey

About Britney Bailey

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