Don’t see Instagram as the place to talk from your business to other businesses? Then think again …
Over the next few months we’re going to be sharing value insight and top take-aways from our recent visit to Social Media Week New York. A fantastic trip, packed full of inspirational talks it’s fair to say that we came away energised.
In this blog we look at two different talks, both looking at why businesses should take the platform seriously, and how they can make an impact.
The two talks at #SMWNYC were hosted by Matt Higgins – SVP, Head of Digital + Innovation at SKYLABS and social media strategist, Rita Vanessa Siniscalchi. Both speakers offered some compelling case studies and stats about using Instagram for b2b companies.
There is still a perception that Instagram is a consumer-only platform and large corporate brands would not be taken seriously if they used the platform. But this is starting to change – there are 25 million business profiles on Instagram, and 200 million users have visited at least one business profile. Rita also pointed out that over a third of the most viewed stories on Instagram are from businesses, so don’t be afraid to invite your audience to engage via the platform.
The best B2B content for Instagram
Matt shared his experience on the best ways that companies can leverage Instagram stories and the feed to tell their story. He outlined the following types of content that b2b companies should be posting:
- Whitepapers – designed quotes, stats, previews of exclusive content
- Expertise – this could be anything from sharing engineering facts, to predicting major trends in your industry
- Showcase your company’s culture – a lot of businesses are embracing the platform to showcase team culture, brand values, and promote brand presence.
Regardless of whether you are a large corporation or a small business, utilising all the features Instagram offers is key, says Rita. Here are a few of her suggestions for businesses starting out on Instagram:
- Use stickers in stories – get the public to ask you a question, or use a hashtag to contribute to a conversation
- Tutorials and tips – if you have a niche product or have expertise to share, hold IGTV tutorials/tips to give your audience extra value
- Don’t obsess about aesthetics – the importance is to make people feel like they are getting insight into your business
Here is how a pharmaceutical company Pfizerinc is harnessing their brand story on Instagram:
View this post on Instagram
Our 2018 Annual Review is now live! Every day, our colleagues focus on the #PatientsatOurCenter who inspire our work – from product innovations to manufacturing to global health impact. Visit Pfizer.com to learn more about what drives each and every one of us. • #AnnualReview #AnnualReview2018 #PfizerAnnualReview #patients #health #globalhealth #access #impact #science #innovation #partnerships #manufacturing
Setting a strategy and content objectives
If you are starting out on Instagram, Matt recommends setting ‘content missions’ which are the backbone of the content strategy. What is your unique point of view and how are you going to deliver this? Through the content mission, you can establish who is your audience and how are you going to provide value.
One key tip Matt offered to brands working in regulated industries was to have one contact with the legal team, briefing them on the purpose of the social channel, and why it’s being used. The more transparent you are about the mission of your content strategy the clearer the message will be when it’s delivered.
Keeping an active Instagram account can be difficult, but if you define a content portfolio to showcase who is behind the company, collaboration opportunities your brand would welcome and education of your product or service it will help you to stick to a clear message on this channel.
Don’t miss our other recent blogs on Instagram to help you embrace the Stories platform to its fullest:
- Content ideas, tips and tricks for using Instagram Stories
- Instagram Stories – Lives, Highlights & Insights
More about Social Media Week
Social Media Week (SMW) is one of the world’s premier conferences and industry news platforms for professionals in media, marketing and technology. Their mission is to give professionals at the intersection of media, marketing and technology the insights, ideas and opportunities they need to advance themselves and their organisations in a globally connected world.
The event started in New York 11 years ago and has continued to grow globally to many cities across the world, including Bristol, where AMBITIOUS PR is hosting a week of over 30 events. Find out more about Social Media Week Bristol and book your tickets.