Using Instagram and other “consumer” social channels for business has proven to be more efficient than LinkedIn — but why? Our own top 6 may shed some light on the matter.
Five posts on our newly launched B2B Instagram account have vastly outperformed the others. We had a look at what these posts had in common, and the results surprised us. Curious about what works for B2B Instagram accounts? Here’s what’s working for us:
Our Happy 2017 Post (our first of the year)
https://www.instagram.com/p/BOunBc0D_6C/
91 reach (unique accounts seeing the post) | 113 engagements (likes plus comments)
Content Lessons from Film and Theater Legend John Gielgud
97 reach (unique accounts seeing the post) | 37 engagements (likes plus comments)
Treat Each Blog Post Like a Campaign
67 reach | 49 engagements
When Your Client Wins an Award
70 reach | 46 engagements
The 5 B2B Brands You Need to Follow on Instagram
When You Create Content for Everyone You’re Essentially Creating For No One
63 reach | 35 engagements
Our Facebook Marketing Workshop at Neuehouse
No reach data | 35 engagements
There’s something about these posts…
They all have a two recurring elements: elegant, non-stock-y looking photos with crisp, story-driven copy added to the image itself.
People also seem to love awards, events, and anything to do with conferences or speaking engagements.
Captions are important but not nearly as much as the image that got them there. Together they form the 1-2 storytelling punch you’ll need.
Increasing Engagement
We also use IFTT to ensure our Instas are instantly shared on Twitter as native photos instead of links. This has definitely helped.
Think Beyond LinkedIn.
While LinkedIn may be a good one-to-one networking resource, nothing beats the “consumer” social media channels for tracking down your B2B audience with super-focused content (as part of a larger content strategy of course).
Using Instagram and Facebook for business may just surprise you.