B2B and Instagram: the misconception
Many B2B companies believe Instagram isn't for them. 'Our clients aren't on Instagram.' 'It's too informal for our industry.' 'LinkedIn is what works for us.' That assumption is becoming less true by the day.
The decision-makers you want to reach, directors, entrepreneurs, buyers, are on Instagram. Privately, in their free time, with their guard down. That's exactly when brand stories land.
What works for B2B on Instagram
1. Making expertise visible
Part person, part brand. Show what you know, how you think, what you see in your market. That's the strongest positioning there is.
2. Showing the team
People do business with people. A video of your team at work, an interview with a team member, a day in the life of the founder: this builds trust in a way no whitepaper can.
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3. Client results (with permission)
A case study in 60 seconds. Challenge, approach, result. Visual and concrete. This converts better than any advertisement.
4. Honesty about the market
What's going wrong in your sector? Which assumptions are wrong? Brands that dare to say what others stay quiet about build authority faster.
What to avoid
Stock photos with quotes communicate that you have nothing to say. Too formal a tone: Instagram is a personal medium. Only showing products: people want to see people.
The B2B Instagram strategy in three steps
Choose one person as the face: the founder, an expert, a regular team member. Define two content pillars: expertise plus behind the scenes. Post consistently: twice a week, every week.
Curious how this could look for your business? Book a free discovery call with Betterview.