How can Instagram support B2B marketing?
B2B Instagram has evolved from a ‘nice to have’ to a critical marketing channel. For years, LinkedIn was the obvious choice for B2B marketing, but Instagram now offers something LinkedIn can’t match: 10x more engagement per post and 3 billion monthly active users.
And with Google now indexing Instagram content (meaning your content can show up in search results) and 61% of users researching purchases on the platform, Instagram has become a critical part of the B2B discovery journey.
According to SproutSocial, Instagram supports B2B marketing by helping brands:
- Drive product discovery: 61% of users research their next purchase here
- Build engagement and trust: nearly two-thirds of users (69%) say they see the most engaging brand content on this platform
- Improve customer service experiences: younger users increasingly rely on Instagram for customer service interactions – 72% of Gen Z prefer it over other channels – showing a shift toward a more functional use.
- Enhance SEO performance: Google rolled out indexing of public creator and business account content in July 2025, which can help with brand and product discoverability and further support the new business pipeline.
- Target niche audiences through advertising campaigns or influencer collaborations.
This guide will show you how to build a B2B Instagram strategy that delivers real business results – from defining whether Instagram is right for your business, to creating content that actually resonates with decision-makers.
How to decide if Instagram is right for your business
There’s little point in having a presence across every social media platform without the means to manage it actively. Running a business Instagram page requires careful planning, creative content production, community management and more. Before jumping in, consider these points:
- Organic reach on Instagram has declined significantly: The average engagement rate for business accounts is below 1%. This means most B2B brands will need to invest in paid promotion, influencer partnerships, or consistent high-quality content to achieve meaningful visibility.
- Instagram demands resources: Instagram needs a consistent flow of image, video, graphic and other content to generate reach and engagement. You’ll also need a dedicated approach to community management.
Ask these questions:
|
Question |
If yes… | If no… |
|
Is your target audience active on Instagram? (Check Instagram’s key demographics) |
Instagram could work.
Don’t be discouraged if your target audience is only a small slice of the pie; many businesses have successfully built communities from these small, niche audiences. |
If you can’t find any evidence you have even a niche audience on Instagram, it’s probably not worth investing the time, resource and money there. |
|
Do you have someone in-house who can dedicate enough time to your Instagram content creation, community and channel management?
|
Go for it – you have the resources. |
Consider if you have the budget to outsource this piece of the puzzle, and speak to a specialist agency to see how they could help you. |
|
Will you outsource part of the social media process to an agency? Which parts? E.g., video production, channel management, or campaign planning
|
You need to think about what budget you have to work with an agency. |
Consider how you’ll manage resources internally to deliver all the component parts of the strategy. It’s unlikely one person will be able to manage everything. |
| What budget do you have for advertising campaigns?
|
Build out audiences in Meta to see what kind of results you could expect for the budget you have, so you can predict ROI. |
If you don’t have budget, accept that your reach and growth will be slower. |
Be aware that Instagram growth doesn’t happen overnight. It’s where a lot of social media users spend time – it’s the second-most-visited app among 18-34-year-olds in the UK, overtaking YouTube and Facebook, with reach increasing from 78.5% in May 2023 to 81.2% in May 2024 – but it requires dedicated time and often financial investment to pay off.
How to define your Instagram goals and objectives
Next, consider your goals: what do you want to do with Instagram? Social media marketing is a means to a specific end, and the more clearly you can define this for your business, the better results you will have.
Your Instagram goals could include:
- Generating leads
- Building advocacy
- Boosting engagement
- Educating potential customers
- Reaching new customers
Make sure to set “SMART” objectives to measure your progress. The SMART framework is intended to help businesses create specific, actionable objectives.
It calls for them to be:
- Specific – exact and straightforward.
- Measurable – in one or more qualitative or quantitative metrics.
- Achievable – ambitious but possible with your current resources.
- Relevant – it should be possible to draw a clear line from the objective itself to the business’s success.
- Timely – taking place within a defined timeframe.
SMART objective example:
Vague: “Increase engagement on Instagram”
SMART: “Increase average post engagement rate from 0.5% to 1.2% within 6 months by posting 4 Reels per week and responding to all comments within 24 hours”
With Meta for Business, you can view stats like reach, impressions, engagements, clicks and more to help you measure success against your goals. This data can help you identify what’s working and what isn’t, especially when combined with other information like visitors arriving at the site via links in your bio or Stories.
What should a B2B Instagram content plan include?
A successful B2B Instagram strategy depends on using a range of content formats – including videos, photos, graphics and carousels – in combination, across each of Instagram’s features:
|
Format |
Best for | Typical reach | Content lifespan |
Best practice |
|
Feed posts (photo/carousel) |
Detailed info, case studies, infographics | Lower (0.70-0.99% engagement) | Permanent |
Use carousels for step-by-step guides |
|
Stories |
Time-sensitive updates, polls, Q&As | Medium (depends on follower engagement) | 24 hours (unless highlighted) |
Use interactive features (polls and questions) |
|
Reels |
Thought leadership, quick tips, behind-the-scenes | Highest (37.87% reach, 1.23% engagement) | Permanent + algorithm boost |
Keep under 60 seconds, use captions |
|
Instagram Live |
Product demos, AMAs, event coverage | High (among engaged followers) | Temporary (can save to IGTV) |
Promote in advance, engage with comments |
|
Paid ads |
Full funnel support, from brand awareness content to lead generation data capture | Dependent on audience targeting, budget available and length of campaign | As long as the campaign length, but assets can be reused and organic content can be repurposed |
Update assets often to prevent audience fatigue and monitor results at least twice weekly to ensure continued ROI |
When it comes to being consistent and keeping on track with content creation, it’s important to devise a plan.
- Consider what you want the content to tell users or make them feel
- How do you want it to reflect your business?
- What action do you hope to drive the user to take?
Think about the types of content that best suit each post
- A case study may be worth investing in a video
- GIFs or carousels can work well for step-by-step guides for new customers
- Animations are a popular choice for product demos
- Behind-the-scenes images or short videos sourced from the team’s smartphone demonstrate authenticity and build trust
Build a weekly or monthly calendar that plots:
- Important dates in your marketing plan – product launches, events or campaign themes
- Post copy for each of your posts
- Post graphics or videos for each of your posts
- Which part of Instagram should you post It to (Stories or the feed)
Post consistently to see results – an active account should be posting to the feed three to five times a week and adding Stories as often as twice a day. Don’t worry about repeating content now and then, either – just because you posted something once doesn’t mean that everyone saw it, especially new followers.
B2B Instagram post ideas
Here are some B2B Instagram post ideas based on the most common categories – but don’t be afraid to get creative.
|
Content type |
What to do |
|
Data posts |
Share stats, charts or infographics when you have compelling research or survey results |
|
General information |
Post explainers, service posts or overviews to educate new followers or clarify what you do |
|
Quotes |
Highlight Customer testimonials or team intros to build trust and add personality |
|
Pieces to camera |
Share videos from your team to humanise your brand and build authenticity |
|
Collaborations |
Post co-created content with partners to extend reach and tap into new audiences |
How to use Instagram Stories
This “limited accessibility content” or “ephemeral content” means users can access content only for a limited time after it’s posted.
Why B2B Instagram Stories work
- Ephemeral content creates urgency: the 24-hour lifespan prompts immediate viewing and action
- Interactive features drive engagement: polls, question stickers, and quizzes encourage audience participation
- Behind-the-scenes authenticity: these feel less formal than feed posts, making them perfect for showing company culture and real people
- Highlights extend lifespan: save important Stories to Highlights for permanent visibility
B2B Instagram Stories ideas
|
Content type |
What to do |
|
Quick top tips |
Share bite-sized industry knowledge when you have compelling research or survey results |
|
Behind-the-scenes content |
Post pictures or videos of your team and the production process, leading up to the launch of a new product. |
|
Event coverage |
Share live updates from conferences or company events |
|
Q&A sessions |
Get people to ask questions, and answer them
|
|
Polls and feedback |
Ask your audience what content they want to see or their opinion on your product |
|
Product/service demos |
Show features in action
|
|
Industry news reactions |
Share quick reactive videos or share posts with text captions sharing your opinion.
|
Why you should use video on Instagram
All of Instagram’s formats support video, with Instagram providing greater reach to video-based posts. Video isn’t optional on Instagram – it’s the format the algorithm prioritises and the format users engage with most. Here’s why B2B brands need to invest in video content:
1. Video is huge on Instagram
Compared to other content types, Instagram Reels have twice the average impression rate and 694,000 Instagram Reels are sent via DM every minute.
2. People spend longer watching videos
Instagram users spend 50% of their time on the app watching Reels. In fact, Instagram is considering changing the app to open directly into Reels and is testing it in India as of October 2025.
3. Video is great for reach
Instagram Reels have the highest reach rate of approximately 37.87% out of all Instagram content types.
4. Engagement rates are better
Reels see higher engagement rates (~1.23% per post) than photos (0.70%) or carousel albums (0.99%), thanks to their ability to capture attention.
5. People trust video
In a world where misinformation is rife and AI videos are on the rise, people are increasingly sceptical of information. Using real people, with real, credible footprints elsewhere online, to front your videos can help combat distrust.
6. Video is intuitive and understandable
A well-shot video is worth thousands of words because it gives potential customers the chance to really experience the story being told. Successful videos come in many shapes and sizes, with explainer videos, unvarnished “behind the scenes” content, testimonials, and more available as options for B2B messaging.
7. Search favours video
Google has even created tools for searching within videos. Now that Google indexes Instagram, having a page full of engaging, well-labelled videos will be an instant win.
When to use Instagram Live
Over a million people watch Instagram Live videos daily, and 80% of social media users would rather watch an Instagram Live video than read a brand blog post. The live element gives audiences a sense of scarcity, that the content might not be able to be accessed elsewhere, driving viewer figures. Broadcasting on Instagram Live enables you to interact with your viewers through comments, likes, and other features during the event.
How to use Instagram ads to reach B2B decision-makers
When it comes to using Instagram for marketing, you can push your posts organically – and use paid ads. The benefit of paid ads is that they’re very successful at targeting specific audiences at volume.
Planning your paid ad strategy
- Before you launch your advertising campaign, make sure you know exactly what your marketing objectives are
- Identify who you’re targeting using as much information as possible about your customers and tailor your product and service accordingly
- Keep the ads short with punchy calls-to-action – they’re are much easier to digest and more likely to get clicks
- Try different content formats, including imagery, short-form video, carousels, etc
- Test new ideas to consistently refine your approach and ensure it delivers results over the longer term
How to use Instagram to build a community
Many brands unwittingly approach B2B social media as if it’s a chance to broadcast their services to a patient and engaged audience. That’s not the case, and many businesses quickly realise this before deciding that social isn’t worth the investment and abandoning their channel.
The best channels engage in a two-way conversation with their audiences, asking questions, seeking feedback, replying to comments, and refining their product or service offerings in the process.
Instagram, in particular, is a great place to have conversations with your audience because there are so many different ways to do it.
Community-building tactics for B2B Instagram
- Stitch customer content with your own to create Reels that show real use cases
- Poll your audience through Stories to understand their challenges
- Partner with suppliers or clients on Instagram Stories to drive visibility with new audiences
- Go live on Instagram to interact with your viewers through comments, likes, and other features during the event.
- Talk through some new features of your product or service on Stories
- Invite a special guest to talk through their challenges on how you helped
- Host AMAs (Ask Me Anything) on Instagram Live to build your brand relationship with them
- Spotlight replies to your content and share them on your Stories (which boosts engagement by encouraging users to comment)
- Pin your favourite comments, highlighting the very best ones.
Best B2B Instagram accounts
We’ve put together some of the best B2B Instagram accounts below. Remember, though, that every business is different, and Instagram is a place to celebrate these differences.
CBRE’s content is clean and professional, yet eye-catching and engaging, and it’s for a good cause: CBRE uses the platform to showcase diversity within their organisation. This means that people are often the focus of its posts, as well as thought leadership and posts that demonstrate its authority and expertise in the industry.
Key takeaway: Don’t just post about your services – show the people and values behind your brand.
CBRE B2B Instagram example:
View this post on Instagram
IBM wisely focuses on the human side of the business, with explainer videos on everything from AI in education to customer service. They also do a great job of linking their content to cultural moments of interest.
Key takeaway: What could easily be perceived as a technical brand becomes culturally relevant, promoting audience engagement.
IBM B2B Instagram example:
View this post on Instagram
For engagement, Shopify proves that creating a variety of content is the way to get ahead. The ecommerce company uses brightly coloured infographics, memes, short videos, and text to grab attention.
Key takeaway: Variety in format and tone prevents feed fatigue and increases the chances of reaching different audience segments.
Shopify B2B Instagram example:
View this post on Instagram
Cisco’s secret lies in its focus on creating a sense of community. The information technology business uses its Instagram page to feature the teams of people who work at the company – rather than its products or systems – with posts showing what life’s like behind the scenes.
Key takeaway: Focusing on showcasing human connection through Instagram helps foster a positive association with the brand.
Cisco B2B Instagram example:
View this post on Instagram
Not only is HubSpot a treasure trove of information to support your marketing efforts across the board, but its Instagram also nails the bite-sized tips approach to posting. With graphics and photos of people, Reels and Story highlights, and more, HubSpot ensures it’s constantly giving the audience useful hints and tips and inspiring affirmations.
Key takeaway: HubSpot nails its brand voice across every platform, serving as the helpful little platform every marketer needs and creating a consistent experience wherever you engage with it.
HubSpot B2B Instagram example:
View this post on Instagram
Even LinkedIn has a presence on Instagram! This account really demonstrates that defining the opportunity and your channel purpose is key. LinkedIn knows what users go to Instagram for, and it doesn’t try to force the long-form or news content that makes its own platform unique. Instead, it focuses on building trust through light-hearted, relatable content on Instagram.
Key takeaway: Playing to Instagram’s strengths and catering to its audience makes every piece of content relevant.
LinkedIn B2B Instagram example:
View this post on Instagram
Common B2B Instagram mistakes
1. Posting irregularly and inconsistently
If you don’t post often, your audience is less likely to see your content. Instagram rewards consistency, so plan to post and post according to your plan.
2. Not mixing up formats
Instagram started as a photo-sharing app, but it’s evolved to enable video, graphics, carousels, Story content and Lives. Users prefer a variety of content and the algorithm constantly updates to reward different content types – Reels had a big moment as Instagram started to compete with TikTok, before carousels became the type of post driving the most engagement. The preference for content types changes often and unpredictably, so make the most of the analytical tools at your disposal to assess what’s working and adapt your plan when metrics plateau.
3. Being too salesy
Instagram is much more of a B2C platform than LinkedIn and although that doesn’t mean B2B audiences aren’t on the platform, it’s much more important to position your content in a way that doesn’t disrupt their mindset when they’re scrolling. Think about how you provide advice, community and value-added content first and foremost.
Bring in the B2B Instagram experts
If that all sounds like a lot of work, that’s because it is. Creating a social presence that drives business results is tough, so for many businesses it makes sense to bring in the experts.
Want to discuss how Instagram could work for your business?
Written by Louise Watson-Dowell, Head of Digital PR and Social Media at Definition on 19/03/2024
Last updated on 08/01/2026
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