Should you be using Instagram for B2B Marketing

So, you run a B2B business. Are you making the most of social media for marketing? There’s a lot of marketing out there on social media, but finding a B2B audience is a unique challenge. 

That’s why we’re doing a series of deep dives on different social platforms, with a specific focus on B2B. It takes time to run campaigns. The question is whether you can get a return on that, and how. First up, let’s look at Instagram. 

Instagram is a largely visual medium that provides the opportunity to create exciting and engaging content in several ways. 

A lot of people see Instagram as a better platform for B2C marketing.  But the prospect for B2B marketing, generating new business and building your brand is there.

First off, the audience is huge. It’s the second most downloaded app in the world with over a billion users every month. Of course, not all those users are looking for B2B products and services. Still,  a user base that large is a potential opportunity for your business.

Now, let’s take a look at who those users are.

Main demographics of Instagram – a quick overview

At first glance, Instagram’s user base seems fairly young. Over half of all global users are under 34. Maybe that’s why some people still see it as a lifestyle platform or a place to show off a fancy dinner. But is this true? It’s worth remembering the size of that user base. It’s the 4th most used social media platform, and they’re not all looking for food pictures!

In recent years, the largest growing user group was 55–64-year-old males – with a 63% increase seen in one year. So, although it has a higher user rate amongst the young, don’t discount the older generations joining the party. In B2B marketing, you need to be reaching decision makers in business. These demographics are pretty promising. 

Perhaps in response, there’s a rise in businesses creating a strong brand presence on the platform. 

There are over 25 million businesses on Instagram and more than 200 million users engage with a business account every day.

Here’s another stat: 75% of B2B buyers use social media to find new products and services. This can only benefit B2B marketing, right?

So, how can you use Instagram?

What can you do on Instagram?

Because it’s so visual, Instagram can expose a business in ways you might not have thought of before. You’ll need a clear vision of how you want to portray your business. On the platform you can create the following:


A story is a sequence of photos and videos uploaded by the user. It can be added to throughout the day and builds up a ‘story.’ It lasts 24 hours before disappearing.

2. Posts

A single photo or video is uploaded to the main page of the account. This builds a visual identity with consistent colours and themes. The images remain on the page.

3. Carousels 

Like a post, a carousel goes onto the main page. But you can have up to 10 photos or videos in one go. It has the ability to build intrigue and excitement as users swipe through the images.

4. Reels

Reels are a way to engage users by creating short videos. Sound and effects can be added. A good way to demonstrate what your company does.

5. Instagram TV (IGTV)

IGTV allows users to create videos up to an hour long. Videos can be sorted into episodes and series – useful for product and explanation videos.

Top 6 tips on best practice for B2B marketing on Instagram 

Are you thinking Instagram might be a good place for B2B marketing? We agree! Here are some quick tips  for when you’re developong your Instagram B2B marketing strategy.

Visual Appeal – Decide what you want your page to look like. Are there certain colours and styles you want to show? Keeping to a set colour scheme makes it look aesthetically pleasing and creates a strong presence.

#Hashtags – The SEO of Instagram. Using the right hashtag can grow presence and engagement with your business. They tag and connect a post to a certain topic.  Keep them concise and relevant to be successful. 

Engagement – It’s a social platform. Users follow, tag, like, message and comment on posts. It’s important to build relationships with users. Respond to interactions. You can generate content from engaging with users. Tag and share their posts if it markets your business. 

Provide value – It’s not about the direct sell. Give value. Provide tips and product demonstrations – photos and videos. Users like to see the ‘human’ side of businesses. Show the people behind the company. It can help build loyalty and trust.

Keep on track – With a business account, you get built-in analytics. This can show what content has been engaged with and made the best impressions. Use this to plan future content.

Time – Create a schedule. What do you want to post and when? Plan weeks and months ahead of time. This allows you to portray company values and represent your brand effectively – and to post consistently.

Let’s look at the time you need to invest using the platform.

How much time does it take?

Like any other marketing activity, Instagram needs time. You can’t just randomly post a photo and forget about it. Time is required to plan, create and engage with users – and to build a follower base.

When planning content ask yourself: 

What is unique about your company?

What are you going to make and why? 

How will it impact your business?

Instagram is especially good for highlighting your company culture and humanising your brand. This means that for B2B, it’s more of a platform for brand awareness than lead generation. 

There’s a lot of merit to this, but of course you have to ask whether it fits your broader priorities. If you are looking to boost brand awareness, Instagram is a great place. And of course, whatever you make on Instagram can be repurposed and used elsewhere.  

It can be good to look at what other businesses are doing. There are some great examples.

Best B2B Instagram

It may seem daunting if you haven’t ventured into this style of marketing yet but there are some great examples of B2B businesses getting it right. 

First thing to remember: having a great aesthetic is not just for the celebrities. 

Manufacturing companies like John Deere have managed to create engaging visual content. They use consistent brand colours and link posts to what’s currently happening (e.g., snow or Christmas.) They add in personal moments with children and animals to connect with users .As a result, they’ve got a lot of followers. In turn, those followers will keep them in mind when they might need them. This is why brand awareness matters.

Adobe is another good example. They have a strong brand presence which celebrates their values and company culture. They also showcase the best creators from their community. This helps to show that they’re in touch with their users – as well as keeping them in their users’ minds.

It’s your choice…

We hope you found this article useful. Instagram, as well as other social media, should be seen as another tool for your marketing goals and it’s up to you to decide which ones work best for your business. 

They have the potential to connect you with clients who may not have been a possibility in the past. Look out for future articles exploring other social media marketing for B2B. If you want help with your own Instagram strategy, get in touch!