This post will look at how B2C and B2B Instagram marketing collide, as well as some things that B2B marketers should think about when targeting today’s B2B buyer on Instagram.
The Business Presence on Instagram
According to Instagram’s most recent data, 90 percent of the platform’s over 1 billion active Instagram accounts follow a company. Instagram’s large viewership, networking features, and ad offerings are already being used by B2C enterprises to target customers. For example, an insulated water bottle firm, Hydroflask, designed Instagram stories advertising that resulted in an 80% increase in revenue.
Businesses can use Story advertisements to showcase photos and videos in a vertical style that works well on mobile devices. Promoted Stories (e.g., Story Ads) last as long as the advertiser wants them to, unlike organic Stories, which expire after 24 hours.
For businesses looking to reach clients using Instagram, the numbers speak for themselves. According to Instagram’s business portal, 60% of users claim the platform helps them discover new products.
Every day, more than 200 million Instagram users view at least one company profile.
So, what are some customer-targeting tactics that B2B marketers might employ? The best method to do it is to give an example.
Slack and Cisco, for example, use their Instagram accounts to promote their companies, develop their followings, and offer corporate news and stories.
When it comes to developing a successful company presence on Instagram, here are a few best practices to keep in mind.
- In your bio, include a link to your company. Consider developing a unique landing page on your website for individuals who click on that Instagram link — this allows you to track Instagram referrals and customize your landing page experience for Instagram users.
- Include a one-sentence (very brief) summary of your business, product, or service.
- Don’t use overly promotional or boilerplate language in your profile; keep it simple yet genuine.
Advertising on Instagram for Businesses
As previously stated, B2C businesses are already advertising on Instagram, including Instagram ads. Businesses can choose from a variety of ad formats, including the following:
Story Ads (Video And/Or Image) are a type of ad that tells a story.
Story advertising take full advantage of the user’s screen and are optimized for mobile devices. They accept MP4 or.mov video files, as well as.jpg or.png picture files. They also allow for a video of up to 120 seconds. The adverts appear at the top of your followers’ feeds and allow them to react in the same way that they would to organic Stories (e.g., by replying with emojis, sharing the story, and commenting). Our free instagram followers can also help you generate new leads in your market.
Ads using Instant Experience (IE)
Only mobile devices are supported by these adverts, which were previously known as “canvas” ads. The commercials are displayed in a full-screen immersive format, allowing brands to express their narrative in a visually captivating way. Images, videos, product carousels, form fill-outs, and tagged products are all supported by IE advertisements, which are ideally suited for merchants but may also be a wonderful method to promote your brand.
Ads with images
Image ads are the most common ad style customers see when scrolling through their Facebook or Instagram feeds. They consist of single images with descriptive text above and below the ad. Image advertising can be “promoted” posts—organic posts that the advertiser converts into ads to increase their reach on Instagram—or they can be standalone ads that appear outside of the organic feed.
Advertisements in Video
These are essentially the same as picture advertising, but instead of an image, they show a video. These commercials are ideal for short promotional videos, DIY projects, or other videos that emphasize your company, product, or service.
Ads on a Carousel
Carousel ads are essentially image ads pumped up a notch. Advertisers can utilize numerous photos in a “carousel” arrangement, which consumers can browse through. Carousel ads are wonderful for stores with visual products to exhibit (e.g., Hydroflask) in the B2C area, but B2B marketers can benefit from them as well, for example, by featuring photographs of a warehouse production process.
Businesses can buy Instagram advertisements directly through the app by boosting organic posts they’ve already posted on the network, through Facebook ads management (Facebook owns Instagram and the two platforms use a common ads manager), or through a Facebook marketing partner (if you prefer outsourcing your advertising).
Influencers and Hashtags
Most users of social media platforms like Instagram, Facebook, and Twitter are familiar with hashtags, which are words or phrases preceded by a hash (#) sign.
Posts using hashtags appear in Instagram’s “search” page, so this is an excellent way for those who don’t follow you to find your post (if your profile is public). Including hashtags in your posts can assist increase their visibility in a variety of ways. For starters, because hashtags are searchable, users searching for relevant content on Instagram are more likely to come across your post.
Businesses can also use hashtags to promote their own brands, events, services, and goods. Popwallet, a mobile wallet marketing company, has a post in the Instagram search results with the hashtag #b2bmarketing.
Finally, combining hashtags with influencers can assist businesses and B2B marketers in achieving massive organic reach. People who have a devoted, specialised following on social media are known as social media influencers. Because of their innate authority, these persons have the ability to influence purchasing decisions. Influencer marketing is a significant B2C trend, with some influencers (such as Kylie Jenner) garnering massive followings of millions of people.
B2B influencers often have fewer followers than B2C influencers, but their influence in endorsing and promoting brands can be enormous. In 2017, Microsoft teamed up with National Geographic photographers to encourage women to pursue careers in science, technology, engineering, and mathematics (STEM). The #MakeWhatsNext hashtag was used in conjunction with National Geographic’s Instagram account to highlight 30 female scientists and “adventurers.” National Geographic and its network of photographers were among the influencers in this case.
Liu Juan, a research scientist (and panda keeper), was pictured nuzzling a panda youngster in the top post. This post, which promoted a STEM event at multiple Microsoft locations, earned over 500,000 likes and over 3000 comments.
B2B Marketers’ Strategies are fueled by B2C Instagram tactics.
B2B marketers may definitely benefit from incorporating Instagram into their marketing strategies. B2B buyers are already aware with the platform, which is being driven by an increasing number of millennials in the workplace.
Maintaining your authenticity and keeping your messages as relevant as feasible is critical in any social media outreach strategy. Stick to relatable, human stories that assist your clients and prospects feel connected to your brand instead of overtly promotional articles and commercials.