When evaluating your social media strategy, creating and using Instagram may not be at the top of your list. While Facebook, LinkedIn, and Twitter have taken precedence over using the network that created the selfie, it should not be ignored as a viable option for B2B companies.

If you are considering creating an Instagram account for your B2B firm, check out these tips first.

Connect Your Business Profile

If you have already created an account or are just starting out, make sure your Instagram account is connected to your business account on Facebook. Instagram business accounts include the ability to review analytics and direct contact from the profile page. Some of the analytics included are profile visits, interactions, and follower breakdowns.

The greatest benefit of using a business profile on Instagram is the ability to create post promotions. Post promotions are the ads of Instagram, they are set up through Facebook Ads Manager and all insights will be available through your Instagram app. Instagram ads are a great way to connect with potential prospects and to promote your B2B website or blog.

Create a Strategy

Creating a strategy for Instagram should focus on creating engaging content for your audience. As a B2B company, you may be wondering what is the best content to showcase your business. It doesn’t always have to be about your product or service. In fact, some of the best B2B Instagram accounts share a behind-the-scenes look at their company and features on their employees. At Bop Design, office culture is an important part of our business. As such, we love sharing our eventful happy hours and our team outings with our followers on Instagram.

Another way you can engage your audience is to share thought leadership pieces. HubSpot’s Instagram account shares content related to B2B marketing and lead generation. Their posts share information in an impactful visual, which is critical on Instagram. Posting consistently may be difficult on your own, so we recommend you use a social media tool like Buffer, Hootsuite, or HubSpot to manage your content calendar.

Using Instagram Stories

One way to stand out from other B2B brands is by utilizing Instagram Stories. Through this feature you can create videos or images that are available to followers for a 24 hour period and then can be moved to your profile in the highlights section. Cisco created #TriviaTuesday and asked followers questions about cybersecurity and digital readiness. Creative story campaigns allow users to engage with your brand while learning more about your business.