Wondering whether your business should be active on Instagram in 2017? It's a question I get asked frequently by B2B companies, and I don't have a solid answer. Not yet. For 98% of B2C brands and companies, I think that Instagram is essential. If a B2C business wants to reach the consumers, it's a no-brainer to be active where they hang out. And one of the places they hang out is Instagram.
On the other hand, B2B buyers might technically be on Instagram as a consumer, but their intention when going to Instagram is NOT to engage with other companies. Most of them are hanging out on Instagram to get away from work. They are not hoping to see great educational, informational content on Instagram. They are looking to connect with their friends, explore their hobbies and share personal interests.
If B2B companies want to be successful on Instagram, they must take a more indirect approach to using Instagram. Sharing company-centric content will not generate the same level of engagement as LinkedIn or Twitter. It will require more creativity.
I came across this infographic from the Website Builder.org team, and I thought it would be helpful for those of you on the fence about whether or not to start (or maintain) an active Instagram presence this year. It sums up the platform and users quite well and will give you an understanding of the Instagram basics. After giving it a read, you will know whether or not your business could succeed on Instagram—and whether it's worth the hassle.