B2Bs Finding Success On Instagram

When you think of Instagram, the first things that come to mind are probably filtered photos of mouth watering food, beautiful sunsets, fashion bloggers coveted outfits, or your favorite brands. With over 400 million monthly active users, it’s an awesome platform for brand awareness and storytelling. Since its release in 2010, Instagram has quickly transitioned from a place where you like pictures of your best friends dog to a platform where brands of all shapes and sizes can promote themselves through photographs. While it is great for business-to-consumer companies, there are plenty of business-to-business companies out there finding success on Instagram as well.

Here are three of our favorite B2Bs killing it on Instagram:

Hootsuite | 20.6K Followers

Hootsuite’s Instagram reminds me of an Instagram account of a friend rather than a company. They post all different kinds of pictures and often showcase the company culture by posting what goes on at Hootsuite and using the hashtag #HootsuiteLife. They humanize their company by exposing followers to the people that make up their team. Their posts are laid back, fun-loving, and often incorporate their mascot “Owly” as well as employees adorable pets. Any company can take inspiration from Hootsuite, by expressing their culture, values, and offering a glimpse into the daily life at their company.


American Express | 114K Followers

Following American Express on Instagram is like following that cool friend from college who is always doing something fun and posting awesome pictures of their travels, food, and experiences along the way. Their posts aren’t candid shots taken on an iPhone, these are well thought out photographs that capture the lifestyle and journey of an American Express cardholder. They use Instagram as a platform to tell their story in an interesting and exciting way. Companies can take note of how American Express creates a persona of the audience they are targeting to use their service and expresses that persona through beautiful photographs.

Microsoft | 365K Followers

If you want to see pictures of Microsoft’s computers and other products, you’re not going to find that on their Instagram. In fact, their page is filled with the complete opposite, with almost every post being of a person. They use their Instagram page to showcase people who do incredible things, powered in some way by Microsoft technology. The pictures show off these people’s strengths, accomplishments, and passions and tell a little bit of their story. Any company can create a similar Instagram campaign by showcasing clients, employees, or people using their product or service rather than photos simply promoting their product or service.


These three companies use Instagram in very different ways, but are all finding their own success. What works for one brand might not work for another, and finding out what works for your company is key. Social media has provided B2Bs a unique way to tell their story and show more of their company than ever before. Utilizing Instagram is an excellent way to do this, while creating brand awareness along the way.

About the Author

Cailyn Chrystal is a Project Manager at 898 Marketing.  Cailyn develops strategies and manages implementation of content through social media channels for 898 Marketing and it’s clients, as well as optimization strategies for websites and content. Cailyn is a native of Youngstown, Ohio, and a graduate of Duquesne University where she earned her B.S. Degree in Marketing Communications.