#168: Social Media | How to Make Instagram Work for B2B with Jenn Herman
B2B Marketing with Dave Gerhardt
Maximizing B2B Engagement Through Instagram Content Strategies
Effective B2B engagement on Instagram hinges on leveraging a variety of content types, each tailored to audience preferences. Instagram photos should be genuine, avoiding stock images and text-heavy graphics; authentic, relatable images featuring people resonate more profoundly with viewers. Carousels offer the benefit of increased exposure by allowing multiple images or videos in a single post, ideal for communicating detailed information about new products or events without overwhelming followers with excessive posts. Instagram Stories stand out for their high conversion rates; they provide a platform for authentic, behind-the-scenes content while facilitating direct links to external sites. However, they primarily engage existing followers rather than attract new ones. Reels serve two distinct purposes: short, top-of-funnel Reels focusing on brand awareness typically engage new users, while longer Reels cater to existing audiences with educational content, although they generally exhibit lower conversion rates. Prioritizing authenticity and strategic content creation across these formats can significantly enhance B2B engagement on Instagram.
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