5 B2B Instagram Marketing Campaigns That Are Nailing It – And How You Can Too
by Emily Swet
Instagram usually isn’t a first priority for B2B marketing and sales teams – and it’s easy to see why. In a platform teeming with rich visual content, it seems a playing field best suited for B2C brands. Set that skepticism aside, because as we like to remind you, there’s still a human behind your leads, and B2B Instagram marketing campaigns can be incredibly compelling.
To get the ball rolling, think about how you view your B2B brand itself. When you start to view your brand (as well as your buyer personas) as a unique group of people with individual stories, backgrounds, and interests, you can craft a visual message that resonates. And that opens the door for a whole lot of visual opportunity and engagement.
Check Out These B2B Instagram Marketing Campaigns for Inspiration:
1. Maersk Line – Shipping Containers. Angle: Aspiration
Who would have thought a shipping container company could get 64k+ followers? Maersk uses striking travel photos and ship imagery to resonate a narrative of world interconnectedness and communication – that they “move more than cargo.”
2. MailChimp – Email Marketing Service. Angle: Artsy, Irreverent, Anything But Boring.
This small business email marketing service could be a snooze fest. But a well-timed podcast advertisement tapped them into where they wanted to be, and an Instagram sensation was born. As one of their comments reads: “Your campaigns are [thumbs up]. I would use Mailchimp just because it’s fun and artsy.” And that says it all.
3. Fedex – Global Shipping. Angle: Affinity
Fedex is already a household name, so the focus here is instead on sustaining brand affinity. Sending cargo never seemed so lofty or fun – and we see how Fedex is always there, rain or shine, in all corners of this beautiful planet.
4. Adobe – Software. Angle: Product Showcase
This one is a no-brainer. With a product that lends itself to visual design, Adobe can really stretch its content legs – and it does. They emphasize their product capability with a striking display of visuals that inspire designers of all levels to give their products a go.
5. HP – Technology. Angle: Cutting Edge
HP is another brand that doesn’t need to put much effort into brand recognition. Instead, their approach is a cutting edge image. From virtual reality at Coachella, to gorgeously curated product shots, to technology that’s as fashionable as the models holding them, it’s clear HP lives on the edge of what’s hot now – and what’s next.
The time is ripe for your B2B brand to get on board with Instagram, but we advise you to move fast – early adopters have a much easier go at grabbing attention because the space isn’t crowded… yet. Need help developing an Instagram strategy? Drop us a line – we can help you with that.
Tags: b2b, B2B content, content marketing, content strategy, social media, social media for lead generation, social media for manufacturers