If I didn’t have these 5 plugins, I would spend all day uploading and optimizing images, waiting for guest publishers and formatting copy.
Content Marketing | Dec 13
Kevin Kononenko on November 21, 2017 • 9 minute read
As of September 2017, it has 800 million monthly active users and it is growing at an exponential pace. And although it has become a great marketing tool for B2c brands, especially in the health and fitness space, B2B Instagram marketing strategies have not materialized in the same way.
Image Source: TechCrunch
Since Instagram has such a heavy focus on visuals, marketers do not get to try all of the old tricks that they use on Twitter or Facebook. In many cases, Instagram offers a chance to stay top of mind with potential customers rather than a chance to drive site traffic. Or, it could be a recruiting tool for potential employees.
We surveyed our community of B2B digital marketing leaders to discover what success looks like on Instagram. Each marketer shared the top performing post from their account and the reasons behind its popularity.
Why It Worked: We are a local marketing company, so we focus on local following over large numbers. That said, being in the South we rarely post about political issues. This condemnation post over violence in the South however resonated well as it was along the same values as our target market.
Why It Worked: We used our own photography for a local brand/store to help grow their online business. We used a lot of relevant hashtags for skateboarding and also marketing. We’re dedicated to our clients and love showcasing their work, something that is part of our overall strategy. We haven’t done much paid advertising since we are a newer company.
Why It Worked: I mean, how can you NOT garner over 1,000 views with a face like #SaltBae’s? By taking advantage of a popular meme, already perfect for a salty parody, and pairing it with high volume hashtags, we managed to gain a lot of traction from this post. Other popular images tend to be of our pretty new office, team candids, beer, dogs, nerf gun battles, and designed illustrations of the Salted Stone crew.
Why It Worked: This post had several factors contributing to its success. First, timeliness. If there’s ever a day to feature your awesome interns, it’s on National Intern Day. An authentic photo makes a huge difference as well. It shows our interns in their natural environment. 😉 We tried to encourage engagement by tagging both people and asking the user a fun question. By using these tactics in combination, we were able to cook up some Insta gold. 🙂
Why It Worked: It shows off the company culture, its an extremely visual image, it was relative as it was in-line with a cake and coffee morning.
Why It Worked: Announcing that our business is expanding is always a good way to generate likes and comments. We usually hashtag with related topics and get the word out there.
Why It Worked: Great professional photography was the biggest reason why this post performed so well. Also, the use of relevant hashtags contributed, as did sharing our work in the leisure industry – which not many of our followers may not think that we do.
And that's a wrap on Smile Week 2017! Over the past week we had the privilege of hosting our remote employees. Having them as guests created an excited energy in our office that was organic and raw. We got to show them where we work, live and play. We got to have face to face conversations, make connections and friendships. Although saying goodbye today was hard we have created some amazing memories and lasting friendships!
Why It Worked: We’ve really tried to share our people, culture & community involvement on our Instagram account. This team photo was the culmination of “Smile Week” where all our remote employees joined us in our KW office. The whole week we had been sharing updates on our Instagram feed & story, and this post was wrapping things up.
Why It Worked: House and Home is one of the magazines we create and publish in-house. It’s the leading interiors magazine in Ireland and is curated by Aoife, the mag’s Online Editor.
For House and Home’s 21st birthday, we did a series of illustrations called ’21 icons of the Irish home’. They were culturally relevant, evoked nostalgia, and combined the target audience’s love of home and place.
Why It Worked: Video, timely and relevant hashtag, major announcement
Why It Worked: Animation, uniqueness. It was work for a client with a URL that linked out to the case study.
Noisy Little Monkey
Why It Worked: It’s real members of the Noisy Little Monkey team which always garners us good engagement. Crucially though, this time they’re adopting a classic pose, looking straight down the camera lens with eyes wide open and it’s the type of post we use to drive traffic to a particular blog post – so it’s not just eye-catching. We’re getting a relevant message across to our audience.
Why It Worked: This image performed especially well because of the following:
This stunning #Queenstown home won the Southern Registered Master Builders 2017 House of the year supreme award 🙌🏻🏅 our Burton is showcased here in their gorgeous outdoor entertaining area 😍 congratulations to Trinity QT Construction. #Trendz #trendzliving #stunning #outdoor #homewithaview #entertaining #architecture #landscaping #dreamhome #home #fireplace #outdoorfireplace
Why It Worked: Captivating imagery using hashtags that attract B2B
MODERN KITCHEN. It's more than just design. It's expert craftsmanship. It's stunning detail. And it's exceptional quality. Are you ready to transform your kitchen? 🍽️ . . . . . #ThaddeusDrewRemodeling #TexasHomes #TexasRemodeler #TXRealEstate #kitchendesign #kitcheninspo #kitchen #kitchenremodeling #remodeling #homeinspo #homeremodeler #homeremodel #beautifulhome #beautifulkitchen #moderndesign #modernkitchen
Why It Worked: The combination of storytelling, caps lock and emojis for intrigue, and researched hashtags that have performed well in the past. The picture is also of top-notch quality.
As you can see, most B2B marketers are not talking about leads or signups when it comes to Instagram. They are more interested in showing their human side and matching the emotions of other posts that you would expect to find in an Instagram feed.
But, on the plus side, marketers have a better chance of forming a connection with prospects. If a prospect visits your website or sees your post in their Twitter feed, they may see similar content to all of your competitors and all other B2B marketers. On Instagram, the visual component allows you to add some attitude to your brand.
You can track both overall engagement with your account, as well as the success of individual posts.
Content Marketing | Dec 13
Marketing | Dec 12
Product and Design | Dec 12