How to Successfully Implement B2B Branding on Instagram

These days, there is no better place for branding than Instagram, and it seems as if 300 million other people are in agreement. If you frequent the app, you've probably noticed how many major B2C companies use the site's image capabilities for clever snapshot branding. B2B branding on Instagram is just as important and effective.

Whether it's through still images or creative video, these companies understand how minimalist imagery can create an emotional reaction, and they’ve been using this platform to explore new ideas in branding. Yet despite the branding success that B2C companies have had using Instagram, there are still few companies using it for serious B2B marketing purposes.

In the world of B2B, it seems that Instagram is largely underutilized for marketing and branding purposes. Perhaps the reason is that many B2B companies are stuck in a formal mindset, especially if they are selling industrial products to buyers. Some may doubt altogether the value in marketing their B2B products using online imagery.

One thing about branding is that it doesn't have to simply involve showing your products in action. Branding can also use insinuation in a still image or video. This is where Instagram can help your B2B company create a real personality and make your brand more entertaining.

BRANDING YOUR PRODUCTS IN A STILL IMAGE

You've likely seen big-name companies that post Instagram pictures nearly every day with their products creatively showcased. In many of those pictures, the product is highlighted in a situation or a scenario that is about to happen or already in progress. These photos allow viewers to use their imagination and envision the story behind the image.

At the same time, your buyers learn a little about how they can use your products to solve a particular problem. Consider the problems your products solve, and incorporate an interesting or comical situation that demonstrates this capability into your Instagram image. Your prospective buyers will appreciate your sense of humor, as well as your astute ability to understand their needs.

BRANDING WITH INSTAGRAM VIDEO

Even though Instagram videos only have a maximum length of 15 seconds, you can say a lot in that time. Many corporate brands have already mastered this new art form. While your still images only show a single snapshot of your product, videos can show your product in action.

Demonstrate someone using one of your products in a way that instantly solves a problem, without requiring excessive effort. Whether demonstrated by one of your staff or an actor, depict your product being used by a person in a way that isn't confusing. As always, adding some humor to your videos helps your buyers know that you're human and not so buttoned-down.

Whether you carry hundreds of products or sell a single service, you can showcase your products and services in an Instagram post every day or each week to keep your branding fresh. You can also utilize your Instagram page as a perfect call to action by linking to your website or special promotions. When used effectively, Instagram can be just as valuable as any whitepaper or product specs.

THE POWER OF SPONSORED INSTAGRAM POSTS

Another great option on Instagram is the sponsored-post concept that many companies have started using. This allows companies to reach a broader audience that would otherwise be outside of their circle of followers. Recently, Instagram added a carousel feature for pictures, as well as easier website-linking capabilities. The carousel feature alone is excellent, since you can display more than one product at once when you have a series of items to showcase. These new features are only available for those involved with sponsored posts, so it's worth investigating for additional branding potential.