I often talk about the B2C world on this blog. But what about B2B brands? There is a lot you can learn from them too.
This is especially the case on Instagram. In this article, I have chosen five companies that do a great job with their content on the platform.
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Intel
Intel does not have the biggest number of followers as other major companies in its category. And yet, it is in a league of its own. And it is quite the achievement, considering what it sells: semiconductor chips.
The Instagram account is full of creative photos and videos that give mirror the “Look Inside” philosophy behind the company. From close-ups to nature shots and employees in action, every item makes clever use of the description area, including hashtags. As a viewer, you look forward to the next upload.https://web.archive.org/web/20161018122808if_/https://instagram.com/p/s2Yf1vwQIg/embed/captioned/?v=4
A photo posted by @intel on Sep 12, 2014 at 8:01am PDT
Takeaway: Don’t be afraid to have a little fun. It’s a great way to build trust and awareness. Even someone not interested in technology can learn a thing or two looking at Intel’s posts.
Adobe
Why should anyone follow Adobe on Instagram? The answer is simple: The company has mastered the art of letting others tell its story.
The social media team uploads two types of content: user-generated and employees’ posts. The former gives consumers a good idea of what they can achieve should they use Adobe products.
Followers interested in learning more about what happens within the company should check out the re-shared employees’ posts.https://web.archive.org/web/20161018122808if_/https://instagram.com/p/rKnTWbhqTK/embed/captioned/?v=4
A photo posted by Adobe (@adobe) on Aug 1, 2014 at 11:32am PDT
Takeaway: There is nothing wrong with going against the grain. Your best assets are your audience and staff. With their help, you can build a solid presence.
Westjet
WestJet uses Instagram to show off “photos and videos of our destinations, aircraft and airline operations.” Nothing surprising here, since it’s an airline.
However, WestJet made it to this list because its profile stays true to its people-first approach. Anyone who flies with the Canadian airline is called a “guest”. And this is the experience you get when browsing through the posts.
Despite the fact that many of the videos are ads for destinations where Westjet flies, they always are positive and have an emotional appeal. It’s about making you feel good, which is a trademark of the company.https://web.archive.org/web/20161018122808if_/https://instagram.com/p/uyn6xSQqCQ/embed/captioned/?v=4
First flight. A photo posted by @westjet on Oct 30, 2014 at 2:01pm PDT
Takeaway: Your customers want an unforgettable experience. If you can replicate that with your Instagram posts, you will win their hearts. And social media engagement.
General Electric
With almost 181,000 followers, General Electric’s Instagram account is like an interactive guided tour. You get a glimpse of manufacturing facilities, the machine building process, and the way the technology impacts customers. The strategy aligns with the objectives highlighted in its bio: “GE works around the clock and across the globe to build, power, move and cure the world.”
One thing that makes GE stand out on Instagram, is the use of exclusive content. The result is an experience tailored to the expectations of its Instagram followers.https://web.archive.org/web/20161018122808if_/https://instagram.com/p/t-lpLNxPwV/embed/captioned/?v=4
A video posted by GE (@generalelectric) on Oct 10, 2014 at 9:01am PDT
Takeaway: Each social media platform serves a specific purpose. Use that to your advantage. You will serve your audience better.
Zendesk
When it comes to customer service software, Zendesk should get an A+ for its Instagram presence. The account features pictures and videos of staff members at work and at play, and occasional announcements. It also posts encouraging tips for customers in the form of visually appealing quotes and humorous content.https://web.archive.org/web/20161018122808if_/https://instagram.com/p/tYDIMAjU_V/embed/captioned/?v=4
It wouldn’t be a Zendesk party with CEO, Mikkel Svane, without a selfie! #Madison #secondhome
A photo posted by Zendesk (@zendesk) on Sep 25, 2014 at 9:48am PDT
Takeaway: Provide a snapshot of your company culture and behind-the-scenes life to improve customer relationships and brand affinity. This is perfect outlook if you are recruiting as well.
According to you, what other B2B brands rock Instagram? And why do you think that is?
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