When you think of Instagram, you may picture people’s lunches, cute animals, and selfies, but you’d be surprised at how many B2B companies are building a large following and killing it by marketing on Instagram. These companies realized the potential of Instagram for marketing and brand enhancement. B2B brands on Instagram often see engagement levels more than 20 times higher than on LinkedIn. And, this is how they do it:Find out how you can boost your B2B company’s #Instagram in this edition of #WerkBranch Click To Tweet
Flaunt What You’ve Got
Don’t be afraid to show off what you do on Instagram. The Instagram community has grown from 90 million active users in January of 2013 to 600 million active users in December of 2016. Intel is the world’s largest manufacturer of PC microprocessors and has an amazing Instagram feed. Each photo or video is unique and shows off their many products giving you a detailed look at exactly what they do in the tech space. You get behind the scenes pics, great outdoor shots and detailed views of common products.
Don’t be afraid to be different. If you’re struggling to find unique ways to showcase your products or services, start thinking outside of the box. Recently we kicked off a giveaway contest on our Instagram page and it boosted our following and likes per post. One lucky winner won a “Be the Branch” zip-up hoodie and we just had a few simple rules to get registered to win.
Contestants had to:
- Following Red Branch Media on Instagram
- Like our giveaway post
- Tag a friend in the giveaway post
If you don’t have a cool zip-up hoodie or t-shirt to giveaway, try something like 10% off a service or a gift card to Amazon. Contests don’t have to cost your B2B business an arm and a leg, and they can boost your following and potentially get you new clients.
It’s ok to showcase your brand, but try to relate what you do to other events or interests that people may have. MailChimp, an email provider company, does an excellent job of being playful and showing off their personality. Also, by using the right hashtags, you can bring people to your Instagram account that aren’t necessarily looking for you.
Instagram has a video option, and more recently a boomerang option. These options will grab your audience’s attention longer and have a more lasting impression… Did you know 40% of the most shared Instagram videos are posted by brands? Videos can allow you to be more creative and witty. They can also bring more personality to your brand and showcase what your company does. Videos are also a great way to record events or show demonstrations. Instagram videos are only 15 seconds long, so be sure to get your message across quickly!40% of the most shared Instagram #videos are posted by brands. Click To Tweet
Getting your employees involved is probably the easiest and most rewarding way to increase your engagement. This approach showcases your company culture and gives your audience an insight into what your company does in the office and what it’s like to work there. It’s a great way to introduce employees and seem more “human” as a brand.
Adroll, an ad agency, likes to showcase their employees through Instagram. They incorporate pop culture references, cute animals and bring your family to work day.
Getting out of the Office
It’s important for people to have a rounded view of your company and brand. It’s always great to showcase how you work, but it can be beneficial for people to see a more fun side to your company. On Employee Appreciation Day and our CEO, Maren Hogan took us out to a local restaurant for lunch and ice cream after.
We took advantage of taking Instagram outside of the office to showcase to followers that even though we work hard, we play hard too. If you don’t get out of the office often, be sure to snap a few extra pictures on outings to use later as a #ThrowbackThursday post.
If your employees have an Instagram account, be sure to follow, like and comment on their posts from time to time on your brand’s account. This will spread reach and boost relationships within your company and make you look good.
Most importantly, be natural and have fun!