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The success of Instagram never ends: it was only in the middle of last year that the platform cracked the magic number of one billion users. This year it will replace Facebook as the most important news platform. The rapid development of Instagram shows: Visual communication is becoming enormously important – and that also in the B2B area. Because anyone who wants to promote their brand awareness today and specifically wants to communicate with potential new customers and employees of tomorrow also relies on Instagram for their marketing mix.
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Communicate corporate culture and values
“At Siemens, you don’t have to leave your identity at the door” – the technology company shows how it is done and regularly comments on social issues on its Instagram account, gives exclusive employee insights or lets its community take part in special events such as the MindSphere Developer Days. The 141,000 subscribers like the open corporate culture of Siemens and so the number of followers is growing steadily. The company is thus in tune with the spirit of the times: For generations, Y and Z, money and career status are no longer the top priority. Rather, they strive for fulfillment and prospects in the job. The clearer it is communicated on Instagram, the easier it is for applicants and (potential) customers to decide to what extent their own ideas match those of the company and whether they can imagine good cooperation.
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Staging strong images in application situations
In keeping with the motto “Being there is everything”, a number of companies also post content on the platform that does not fit the channel. In this way, the company’s own products and services are sold as crude brand messages and advertising postings on Instagram. A fatal mistake, because users want to be inspired on Instagram. Different products strung together as postings against the same background bore every user. Accounts with shaky, blurred, and unsightly images create an unprofessional impression. Instead, how about showing the products in action? This gives the community a direct insight into how they are used in practice.
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Find the right content mix
- a) Videos posts
In addition to uploading pictures, posting videos is a powerful tool for keeping followers entertained. Individual images are together and ultimately result in a smooth video. In general, it is important to ensure that the videos are authentic and can be produced as quickly as possible.
- b) Instagram Stories
With over 500 million daily users, Instagram Stories are an essential communication feature for B2B companies to keep their followers up to date. A short motivational speech at the start of the week, team meetings, or the after-work beer – internal company snaps and routines serve perfectly as story material. Important tip: The content must be informative, easy to understand, and entertaining. In order to really spice up the 15 seconds, the different story features such as GIFs, countdowns or the use of music can be used. Because this makes the company tangible, users can identify with it better and are always up to date. Already today, a third of the most frequently viewed stories come from brands and companies that have recognized the potential of the format. Here is one tool called kicksta which allows you to see pros and cons.
- c) IGTV
If you have the necessary know-how in your own company, you should also consider using IGTV. Although this feature has so far been used primarily by consumers and influencers, IGTV also has many advantages for B2B brands: vertical videos can easily be recorded with a smartphone. In addition, its own reach and brand awareness can be significantly increased with its use, as only a few brands have positioned themselves in this field so far.
