8 Techniques for B2B Marketing on Instagram

Instagram is redefining B2B marketing with its unmatched combination of visual storytelling and precise audience targeting. This shift has positioned the platform as a key player in driving engagement and business growth for brands.

Gone are the days when B2B marketing on Instagram focused only on promoting conferences and networking events. Leading companies are now leveraging the platform’s creative potential to showcase products, share domain expertise and build meaningful connections with their audience.

So, how can your business harness Instagram to scale customer acquisition and achieve measurable ROI?

In this blog, we’ll share the proven strategies for B2B marketing success on Instagram, essential tips for setting up your business profile and inspiring examples of brands excelling in this space.

What is Instagram B2B marketing?

Instagram B2B marketing refers to the strategic use of Instagram’s visual storytelling capabilities to build meaningful relationships with businesses, showcase expertise and engage decision-makers. With features like business profiles, detailed audience insights and strategic content promotion, Instagram provides B2B companies with powerful features to achieve their business goals.

As a platform where 80% of users follow at least one business account, Instagram offers a direct channel to enhance visibility and credibility. However, B2B marketing on Instagram goes beyond traditional sales tactics. It focuses on creating and sharing high-value content — such as thought leadership pieces, industry trends and behind-the-scenes insights — to position your brand as a trusted authority.

Unlike B2C marketing, which often prioritizes direct product sales, B2B Instagram marketing centers on fostering long-term relationships, establishing trust, and driving brand influence. By cultivating professional connections and reaching key decision-makers, B2B brands can not only amplify their presence but also drive measurable business outcomes.

3 reasons to use Instagram for B2B marketing

Instagram may not be the first platform you associate with B2B social media marketing, but it’s quickly becoming essential for brands. Here’s why:

1. Reach key decision-makers on their preferred platform

Did you know 62% of Instagram users are aged 18–24 and this group now constitutes a significant portion of B2B decision-makers? Instagram’s popularity among younger professionals makes it a prime channel to connect with the next generation of decision-makers. For example, Accenture uses Instagram to highlight innovation, employee stories and thought leadership, aligning with the preferences of millennial audiences who value transparency and brand authenticity.

2. Showcase complex solutions through visual storytelling

B2B solutions can often feel abstract or complex, but Instagram’s visual-first format helps simplify and showcase these solutions in engaging ways. Features like carousel posts, Reels and Stories let brands demonstrate their offerings with case studies, client success stories and behind-the-scenes videos. For instance, HubSpot uses Reels to break down marketing strategies in digestible, relatable formats, making its expertise accessible while driving engagement.

3. Use Instagram’s ad tools for lead generation

Instagram offers sophisticated ad tools that enable B2B brands to target audiences based on job titles, industries and behaviors. With features like in-app lead forms and CTAs in ads, it’s easier than ever to convert engagement into actionable leads. Salesforce has effectively used Instagram ads to promote its events and downloadable resources, driving direct conversions to their CRM. Additionally, Instagram’s analytics allow you to track campaign performance and refine targeting strategies to maximize ROI.

Here's everything you need to know about Instagram Advertising

8 techniques to harness Instagram for B2B marketing

Instagram offers diverse content formats to help businesses build a strong B2B presence. Here are actionable strategies to use Instagram for B2B marketing effectively:

1. Leverage Instagram Stories Highlights to generate more leads

Instagram Stories Highlights lets you save content beyond the usual 24-hour limit, creating a curated portfolio of your most impactful stories. This makes it easy for new visitors to discover your brand and interact with it.

Unbounce, a landing page solutions provider, uses Stories Highlights to increase user interaction and simplify lead generation. Through Highlights, it conducts instructional webinars and posts on various business topics, including tips for creating successful landing pages. By showcasing these educational chapters, the company ensures its content remains accessible and encourages viewers to interact and ultimately take action.

Source

2. Repurpose existing content

Don't let your precious content gather dust! Repurpose previously used marketing materials on Instagram to breathe new life into them. It saves time, reinforces brand awareness and connects with your audience.

Transform blogs, white papers or presentations into Instagram-friendly material (such as infographics or carousel posts).

This broadens the reach of your content, increases social media engagement and maximizes the marketing impact.

Learn More: Repurposing Content for Social Media: 7 Actionable Tips

3. Utilize Instagram's carousel posts for in-depth content delivery

Carousel posts allow B2B companies to share multiple images or videos in a single post, making them ideal for delivering detailed content such as product demonstrations, case studies or step-by-step guides. This format encourages higher engagement by prompting users to swipe through the content, increasing the time spent on your posts.

For example, IBM effectively uses carousel posts to showcase complex solutions and industry insights. By breaking down information into a series of slides, the team makes it digestible and engaging for its audience, demonstrating thought leadership and providing value to potential clients.

Source

4. Collaborate with relevant influencers

Partnering with industry influencers can expand your reach and establish credibility. Social media collaborations can include co-hosting webinars, creating joint posts, cross-promotion, or running campaigns with thought leaders whose audiences align with your target market.

For example, if you partner with a prominent tech consultant on Instagram to discuss industry trends, it can position your brand as an expert in this space.

Take CeraVe, a skincare brand, for instance. It successfully collaborated with dermatologists on Instagram to provide science-backed content. This strategy resonated with consumers seeking trusted, research-based products, significantly enhancing its brand credibility and reach.

Source

5. Make Instagram your customer care hub

Promptly addressing customer inquiries on Instagram can be highly beneficial. Studies show that 78% of consumers purchase from the first brand to respond to their query. Take more than five minutes and your lead qualification drops by 80%. By optimizing response times, you can ensure that when customers reach out with inquiries, you're ready to engage promptly, potentially converting their interest into a sale.

With benefits like higher net promoter score (NPS), increased first call resolution (FCR) rates, improved conversions and heightened sales and revenue, its importance cannot be overstated.

Quick response times can make all the difference in converting inquiries into sales. By routing customer queries to the right agent instantly, you can ensure no one has to wait. Sprinklr's Social Media Customer Service Software can help optimize this process, making every interaction feel personalized and fast, turning a “maybe” into a “yes, please.”

6. Tap into the power of Instagram Reels

With Instagram Reels, business opportunities become more accessible as it offers B2B marketers a strategic opportunity to amplify their brand's message through short, compelling videos.

Examine the impact of Instagram Reels through metrics:

• Instagram Reels ads can reach over 675 million people.
• Instagram generates 140 billion Reels views daily, showcasing the format's immense popularity.
• Reels drive 22% more interaction than standard video posts, making them the most engaging video format.

The numbers speak for themselves. They highlight the importance of Instagram Reels as a key lead-generation tool for B2B marketing.

Companies can go beyond showcasing their products or corporate culture. With videos, they can craft immersive experiences to:

• Convey their brand legacy
• Demonstrate industry expertise
• Spotlight customer success stories

The format leverages Instagram's algorithms, which focus on pushing content that connects with end-users.

To make the most out of Instagram Reels, create, publish and schedule your Reels directly from the Sprinklr platform. Whether it’s Reels, Carousels or Stories, it’s simple to add tags, craft captions and use emojis — all from one place.

7. Humanize your brand

Personalization and authenticity are key differentiators in a competitive market. This is where personalized Instagram marketing steps in.

For instance, you can run retargeting campaigns on individuals who have previously interacted with your Instagram page. Personalize it by adding their name or featuring a recent interaction with them.

Share a witty caption on your Instagram post or share behind-the-scenes glimpses and team stories if it aligns with your branding. It'll showcase your brand personality and establish stronger brand recall.

Consider the instance of John Deere. The company's Instagram account showcases how a B2B brand can effectively use the platform. With over a million followers and an average of 13.4K likes per post, this manufacturing company shows that even less glamorous industries can attract viewers through humor and personalization. Its consistent use of a green color palette enhances brand awareness, making its profile visually appealing and instantly recognizable.

Source

Related Read: Instagram Stories 101 for Brands

8. Demonstrate your product/service usage

So, you have their attention. Now what? How do you convert your audience into buying customers — better still — into repeat customers?

To jumpstart marketing for your products or services, explain their usage and benefits. Make your customers realize why it’s essential for them to own your product and what it brings to the table.

The goal here is to create easy-to-scan resources with the right call to action (CTA).

Use Instagram Video for in-depth tutorials, thorough explorations of product functions, discussions and virtual tours. Prepare a well-organized content repository for easy access and smooth uploads. To use Instagram Video:

• Open the Instagram app.
• Tap the "+" icon to easily access and post a video from your gallery.
• Rehearse for live demos to ensure a polished presentation and anticipate audience questions. Familiarize yourself with the demo environment to minimize technical glitches. Complement these initiatives with brief videos and social media updates, ensuring each piece of content is easy to understand and contains a prompt to interact with your company.

Don't have an Instagram account for your B2B marketing initiative? You'll need to create a new Instagram account or use an existing one. Once you're logged in, follow these steps to set up your business account:

1. Open your profile and click on it in the top-right corner.

2. Next, select "Settings and privacy."

3. Then, go to "Account type and tools."

4. Choose "Switch to a professional account."

5. Then opt for "Business."

6. Congratulations, you've successfully set up an Instagram business account.

5 B2B brands doing Instagram marketing right

With creative strategies tailored to their target audiences, B2B brands are successfully leveraging Instagram to drive meaningful engagement and results. Here are five standout examples of brands that are doing Instagram marketing right:

1. WeWork

WeWork transforms its Instagram feed into a showcase of modern workplace culture. The posts highlight open spaces, thoughtfully designed workstations and amenities like relaxation zones and fitness centers.

Beyond aesthetics, WeWork emphasizes community-building activities, such as networking events and workshops, appealing to businesses seeking environments that foster creativity, collaboration and employee well-being. This strategy positions WeWork as the go-to solution for brands that value both productivity and work-life balance.

Source

2. FedEx

FedEx demonstrates the power of real-time engagement on Instagram by proactively addressing customer queries through comments and DMs. Beyond customer service, the company uses Instagram Stories and Reels to offer a behind-the-scenes look at its operations, from logistics innovations to success stories of deliveries that make a difference. By combining responsiveness with transparency, FedEx strengthens its brand image as a reliable and customer-first logistics provider.

Source

Learn more about you can ace your Social Media Branding right here.

3. Intel

Intel’s Instagram account is an example of how to balance education with engagement. The company shares detailed insights into its advancements in AI, next-generation chip technologies and other innovations that shape the tech landscape.

With visually compelling infographics and concise text, Intel provides value to its followers while reinforcing its role as a leader in technology. This approach resonates with both enterprise clients and tech-savvy audiences, positioning Intel as a brand at the forefront of industry developments.

Source

4. Grey

Grey Advertising Agency uses Instagram as a multi-faceted tool to showcase its expertise, culture and leadership. The brand shares:

• Employee-focused content, such as behind-the-scenes moments and staff stories
• Actionable insights and advice from its CEO
• Creative campaigns that highlight its industry impact

This diverse social media content strategy helps Grey humanize its brand while establishing thought leadership. The authentic storytelling builds deeper connections with potential clients and talent, creating an ecosystem of trust and relatability that amplifies its reach.

Source

Deep Dive: What is Employer Branding? Meaning, Methods and Tips

5. IBM

IBM’s Instagram strategy effectively combines thought leadership with purpose-driven content. The company’s posts frequently highlight ESG (Environmental, Social and Governance) initiatives and its positive societal impacts.

For instance, its campaigns for Women’s History Month and sustainability efforts illustrate its commitment to making a difference. IBM also operates @lifeatibm, a dedicated account showcasing employee stories and workplace culture. This dual approach bolsters IBM’s brand as both a tech innovator and a socially responsible organization, engaging audiences across enterprise and talent spheres.

Source

Final thoughts

Instagram gives B2B enterprises a unique chance to connect with their audience in fresh and impactful ways. But let’s be honest — striking the right balance between professional and engaging isn’t always easy. Creating visually appealing content, catering to a professional audience and driving authentic interactions can feel like juggling too many balls at once.

That’s where the right tools come in. Sprinklr Social offers advanced listening, broad channel coverage and publishing features to simplify your Instagram strategy. It’s designed to help you plan, publish and optimize content seamlessly, so you can focus on what matters — connecting with your audience and driving results.

Curious to see how it works? You can explore it right here!👇