When it comes to B2B social media marketing, brands are actually heavily dependent on LinkedIn. For B2B marketers, it’s the best ethical and sponsored social network. According to a CMI report, 96 percent of content marketers use LinkedIn for organic distribution and 75 percent use it for charged distribution.
Instagram, on the other hand, is a network that B2B marketers should not ignore. It’s not just a spot where B2C brands use shoppable posts to promote anything from fragrance to sportswear. B2B companies will benefit from Instagram marketing as well.
The majority of B2B marketers aren’t completely using this platform to promote their content and reach their target demographic. According to the CMI survey, only 47% of B2B marketers use Instagram to deliver their content organically, while 18% use it for paid distribution. If your company hasn’t yet specialized in Instagram marketing, here are a few factors why you should, as well as what you can benefit from other businesses that have achieved success on the platform.
The benefits of Instagram ads for B2B companies:
The typical B2B purchasing journey is evolving, as is the population of B2B buyers. B2B customers were not investing as much time meeting face-to-face to evaluate prospective suppliers even before 2020, according to Gartner. Furthermore, according to Gartner, 47 percent of B2B buyers conduct independent physical and digital testing before buying the product.
Part of this change may be attributed to teenagers. Youth account for a greater percentage of B2B buyers, with TrustRadius estimating that they account for 61% of all B2B tech buyers. This age range also corresponds to Instagram’s hardcore base. According to data from January 2021, approximately 55% of 18-34 year-olds use Instagram, making it the biggest audience community.
B2B companies that use Instagram to promote themselves may see an increase in customer interaction and exposure. Using a highly engaged audience could result in improved conversions and a shorter sales period. Since Instagram isn’t as crowded with B2B brands as LinkedIn, Twitter, or Facebook, companies that concentrate on Instagram marketing stand out.
B2B companies that use Instagram effectively
Smart B2B businesses use Instagram to visually say their brand tale. Instagram is now being used by companies such as Invision and Slack to communicate with their customers.
The Instagram page of Invision, a digital product design site, is used to raise brand awareness. Its “design of the week” feature features products and web pages from various designers, serving as inspiration for the design community while also highlighting interesting projects created with Invision’s technology.
Instagram is also used by the company to drive traffic to its lead-generation content, such as white papers and e-books. Invision shared several images containing quotes and photographs from leading designers featured in its new guidebook, “Market Thinking for Designers,” along with a call to action for its followers to click the link in its Instagram bio to obtain the content.
While having clickthroughs on Instagram isn’t as easy as it is on LinkedIn, Facebook, or Twitter, there are third-party tools that can help. Still, for B2B brands, Instagram may be well worth the extra effort, especially for those already in the visual design space, such as Invision.
Slack uses animation to highlight the app’s capabilities, such as when it reached 10.5 million daily active users in 150 countries, and to promote resources like SlackConnect, which allows businesses to communicate more efficiently with external partners.
Other advertisers will follow this example, using animation, gifs, and other visual storytelling tools to offer audiences a quick glimpse at new product features or even include mini-tutorials to help consumers get more value from their products.
Using Instagram to its full potential
Instagram is one of the quickest expanding social media networks, with over a billion users worldwide. Innovative B2B brands are incorporating Instagram into their marketing mix in a world where more businesses are vying for buyers’ interest on more platforms.
The B2B purchasing environment is transforming, and businesses that can experiment with new ways to interact with their customers would be well placed to stand out in the online clutter.