Is Instagram Good for B2B Advertising?

When it comes to social media, each platform works differently for different types of brands. Some say Instagram is good for B2C, Facebook is key for businesses, Pinterest is ideal for e-commerce, and LinkedIn caters primarily to B2B.

However, lately Instagram is proving to be a different ballgame altogether in the B2B industry. Brands are seen going overboard using this platform to market their products, utilize influencer accounts, and reach wider audiences. Instagram has the highest number of active users who follow brands along with the highest rate of users who use the platform to research businesses.

Instagram has come a long way since it originated in 2010, with over 1 million monthly active users and over 500 million daily active users. Instagram is a trend among younger users. It is a fun platform for an audience who cares about visual aesthetics.

A survey done by databox.com reveals that it is 100% possible for brands to succeed on Instagram. It also states that nearly 20% of respondents say Instagram is responsible for as much as 50% of the site traffic each month. This states that it is possible to successfully market a B2B brand on Instagram, driving traffics, leads, and conversions.

Since Instagram is still a fairly new platform, its success rate is often questioned. So, let’s have a look at:

Benefits a brand can get from Instagram:

A platform used for purchases

At the end of the day, every business owner strives to make sales, and it’s no different when it comes to the benefits of Instagram. Over one-third of Instagram users have used the platform to purchase products online, making them 70% more likely to do so than non-Instagram users. It needs to be pointed out that the sheer volume of potential customers are not just followers, but also has a history of purchasing on Instagram as well. At least 75% of Instagram users visit the company or brand website after looking at an Instagram post. This factor has the potential to generate new leads. Retargeting potential buyers via Instagram ads can also be beneficial.

Instagram linked to Facebook

Instagram was bought by Mark Zuckerberg a few years back. This gives it the capability to broaden and match Facebook’s capability. Facebook is known for having one of the most advanced social media advertising platforms. Marketers can advertise to their target audience based on age, interests, behaviour, and location on Facebook, which means it can be done on Instagram as well. Along with new leads, retargeting the audience like Facebook, can be done based on Instagram post engagement, customer email lists, Instagram video views, and more.

Clear view of ROI

Sales and leads are trackable through Instagram ads, which means marketers can keep an eye on the ROI. Marketers can see everything from link clicks to leads to conversions and the cost per result on campaigns. This enables brands to see the results that are achieved and at what cost.

Separate personal and business accounts

Instagram differentiates accounts by personal and business accounts, like Facebook. A business account can unlock a world of features that would help promote the business. Features like the call to action button for page visitors, the ability to promote posts with ad dollars, and access to account insights. It gives a clear understanding of a business account and helps viewers differentiate with a personal one.

Instagram is a visual platform

One of the key benefits that separate Instagram from all other social media platforms is that it’s photo-centric. Unlike other platforms, Instagram is comprised solely of photos and videos that can be accompanied by texts if need be. This is beneficial as people generally remember what they see or hear more than what they read. It is stated that people can remember almost 80% of something they see, 20% of what they read, and 10% of what they hear. Additionally, videos tend to reap better results than images on social media in terms of engagement and understanding; images also work well in this regard. Instagram, being a photo or video-centric platform allows people to remember brands seen on Instagram, bringing the followers one step closer to a purchase.

Instagram to fuel other marketing efforts

One of the biggest benefits of Instagram is that marketers can take all the information and data and use it for other marketing efforts. All the website traffic that is sent from Instagram can be retargeted on other platforms as well such as Facebook, Google, etc. Instagram posts can also be used to promote other marketing efforts that are going on and vice versa.

There is no doubt that social media plays an important role in the digital marketing world, irrespective of any business. However, it is wise for B2B companies to use Instagram to promote the brands through visual content which has a better ability to engage people. B2B advertising agency can leverage core brand values to connect with their audience through authentic, meaningful, and exciting content on Instagram. Social media marketing can be done keeping the above points in mind can achieve better results in the future.