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Instagram – brand asset or distraction?

Updated: Feb 1

Should my B2B brand be on Instagram? After all, it isn’t for everyone, right? Well, that’s true to the extent that just under seven billion people aren’t regular users, but that means that just over one billion of us are. The platform has come a long way from being a space for creative types away from Twitter and Facebook. But is it worth your time and effort? 


Login page for Instagram
Instagram for business

Since the Meta megalith bought the brand back in 2012, the changes have come thick and fast. Predictably, monetisation was one of the first things to be looked at and exploited, and certainly for consumer brands, Instagram is big business.  


If you look at the likes of ASOS, H&M and Burberry, all have successfully incorporated the platform into their sales strategies. Indeed, from my own experience of running a high-end retail marketplace, you can see the impact that Instagram has when it comes to driving sales, with the social media platform being second only to Google in terms of customer conversions. 


But is Instagram just the preserve of consumer brands, or does it have a role in the B2B world? Moreover, should it? The answer comes down to the basics of good communications. Is it something your audience is interested in? With over one billion monthly ‘active’ users, the chances are that the people you’re looking to engage have an account. Which brings us back to the age-old question: just because I can, does it mean I should? 


You guys have got busy day jobs, right? Having another social media account to manage can eat into your precious time, especially on a platform that is so visually led. Well, here are three reasons you might like to consider it: 


  1. Instagram and Threads, ‘the new Twitter’, are very well integrated. If the migration away from Twitter continues, having a strong Instagram presence immediately gives you a strong Threads presence. 

  2. If you have dabbled with Instagram in the late noughties, you’ll have noticed that it’s changed a lot since its early days. It’s no longer all about grids and vintage filters. It’s a sophisticated mix of brands and clever algorithms, providing users with curated content. 

  3. People are increasingly looking beyond your website for brand credibility. Some consumers of information won’t look at your website at all, but Instagram might be the place for them. With Reels (the home for short form video) and Live (which does what it says on the tin) you have the ability to communicate with passion and immediacy to those who care about your product. 


Follower numbers are just a part of the picture. Chasing likes isn’t all it’s cracked up to be, if you’re not converting those opportunities. Just as important is building an engaged audience of people who want to hear from you – people you can foster a meaningful relationship with and generate enhanced brand awareness. 


‘We should be on social media’ simply doesn’t cut it anymore. You need to look strategically at the channels that work for you. For Yasper, I was very clear from the start that I wanted the Instagram feed to be a selection of high-quality architectural shots – a sector I’m passionate about – and as such, enlisted the support of the brilliant photographer, David Lindsay. The built environment is a sector I operate in and one that I know my contacts and clients do too – even if I’m not doing big numbers (yet – thanks for the follow btw…) – it all helps to build brand credibility. 


One thing is for sure – and this is a piece of advice I’ve given clients for as long as I’ve been talking about social media – ‘if you’re not talking about yourself, others will be’. If you decide that Instagram is the right platform for you and you can commit to being active on there, then you should seize the narrative, listen to your audience, find your own style, your individual niche, and create content that resonates. 

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