Can Instagram Really Work for B2B Marketing?

on April 24, 2018

Can Instagram Really Work for B2B Marketing?

Instagram is a truly addictive network!

Not only does it make the hours fly, but the moment your post gets a like, your brain also releases dopamine – the exact same hormone associated with drugs, sex, and alcohol.

You’d think Instagram would be a place for visual distraction, not for business, right?


What many B2B marketers fail to realize is that there’s a human at the end of every post they publish. Hence why the most successful branded accounts appeal directly to the emotions and look for unique ways to position their company.

It’s those dopamine-rich experiences that make Instagram such an effective network for 30% of B2B companiesIntel alone has gained over 1.1 million followers by highlighting its company voice whilst showcasing technology products. Even old-school companies like Wells Fargo use Instagram to reveal the human side of their organization through nostalgic photos.

So, how can you make Instagram work for your B2B marketing?

1. Align Instagram with Your B2B Strategy

At first, it may be tempting to leverage Instagram simply as another channel for broadcasting your existing content. Unfortunately, this strategy won’t gain you much traction.

Rather than repackaging your Facebook or Twitter content and pushing it to Instagram, you need to take a more strategic approach. Determine how Instagram will fill the gaps in your existing social strategy. More specifically, consider these five tactics to offer your audience a fresh view of your company:

2. Leverage Instagram’s New Business Features

As more companies join the Instagram ecosystem, users have been experiencing changes in their newsfeed. Today, 70% of content uploaded by your friends and family is suppressed by the Instagram algorithm. Much like on Facebook, photos and videos are ordered according to what Instagram thinks you care about most.

“If your favorite musician shares a video from last night’s concert, it will be waiting for you when you wake up, no matter how many accounts you follow or what time zone you live in. And when your best friend posts a photo of her new puppy, you won’t miss it.” – Instagram, 2016.

These changes have gotten some B2B marketers concerned about the potential decline in reach. Despite this, the rise in Instagram Business accounts offers greater opportunities for B2B marketers to engage their audience and see a real ROI from Instagram.

Here are some of the newest and most useful features:

Instagram is no longer just a playground for consumer brands like Nike and Coca-Cola. B2B companies have the same opportunities to join the network and reach their global audience! So, how will you align Instagram with your B2B strategy?

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