Why should B2B companies even consider Instagram? First, it’s the fastest growing social media platform, with more than a billion active users monthly. It’s no longer just for lifestyle or consumer brands; everyone is here. Instagram lets businesses showcase products visually, which is crucial if you want to highlight features in a clear, engaging way.
But beyond product display, there’s a powerful opportunity in employer branding. Why does employer brand matter? Because today’s talent candidates research companies on social channels before applying. Sharing behind-the-scenes content, team events, and office culture helps build trust and attract top talent. For example, companies like HubSpot and Salesforce do a great job showing their work culture on Instagram, which boosts their image as great places to work.
Additionally, Instagram allows B2B companies to connect directly with clients. Service companies, including consultancies and software firms, can create engaging stories, videos, and reels that humanise their brand and simplify complex offerings.
Starting on Instagram can seem tricky. How do you even get started with Instagram? Always begin with an Instagram Business account, which unlocks many features not available for personal profiles.
If you don’t have a profile yet, here’s what you do step-by-step:
Got a personal Instagram profile already? Switch it to business to access more tools:
How do you make your business page stand out? There are several key elements to focus on.
Your bio is brief (just 150 characters). So, what should it include? Use your brand voice to highlight your mission, products, or services. Emojis spice it up and increase readability. Nike’s Instagram bio, for instance, quickly tells users it’s all about inspiration and athletes—catchy and clear.
Use your company logo as your profile image. It should be crisp and sized correctly (320 x 320 pixels). This helps with brand recognition. For example, Microsoft’s Instagram uses its logo as the profile photo for consistency across platforms.
What special features do business accounts have? For starters, you can add contact info like email, phone, or physical address. Instagram will show buttons like Call or Email directly on your page.
You can also select a business category (e.g. Software Company) visible under your name. This helps visitors instantly know what you do.
Call-to-action buttons are another plus. They let users book appointments, buy tickets, or even order services directly through Instagram. Look at companies such as WeWork, which use these buttons effectively to generate leads.
Wondering who nails this? Take a look at Adobe’s Instagram. They blend product highlights with employee stories and event coverage. This mix appeals to both clients and potential recruits.
HubSpot shares tips, client success stories, and team culture. Their bio is clear, descriptive, and friendly. Tesla, while B2C-focused, shows clever use of product stories and innovation that inspire B2B firms too.
Other good examples: Neil Patel, a marketing expert, uses Instagram to educate, promote services, and build his personal brand. All these accounts show how versatile Instagram can be for serious businesses.
For inspiration, check the visuals below showing Instagram bios from Willow, Tesla, and Neil Patel, illustrating different yet effective ways to present a brand.
Ready to make Instagram work for your business? Start with a business profile, craft a sharp bio, and fill your page with consistent branding. Share behind-the-scenes glimpses to attract talent. Use contact buttons to invite communication. And always post quality visuals to engage your audience.
Remember to repurpose your Instagram on your website and newsletters to grow followers faster.