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5 great examples of B2B companies using Instagram


Instagram is perhaps the most beautiful and visually exciting form of social media. Using photographs to share stories about your business contributes to a strong content marketing strategy. This can be easy for retail business that have tangible products to photograph but when it comes to B2B accounts, it is often much more difficult. How do you make accounting or couriering exciting?

With the highest engagement rates of any social media platform per follower, having a presence on Instagram is vital, even for B2B companies.

This post is part of a series on Instagram. Make sure you read the other posts:
Part 1 | Part 2 | Part 3 | Part 4 | Part 5

Here is my list of 5 B2B companies that get Instagram right:


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Looking more like a design agency than an email service provider, Mailchimp’s feed is visually exciting and is backed up by a solid story to each post. High quality, creative company headshots give an insight to the people behind the brand. The company’s mascot, Freddie the chimp features heavily throughout the feed too, along with cats wearing monkey hats. Need I say any more?


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With 208K followers, Adobe has a massive presence on Instagram. Using the fruits of its customer’ own efforts, Adobe cleverly demonstrates what can be done with its products without having to generate content themselves. Giving them a constant supply of high quality user generated content and at the same time, turning their feed into an amazing art discovery tool.


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Making couriering exciting. That is some achievement but it is exactly what FedEx has done with its Instagram account. Feeling like a travel blog, there are some amazing pictures of planes and trucks, always discretely showing the company’s logo. Adding to these awesome travel images, the company also uses their Instagram profile as a platform for customers to share their happiest unboxing photos. The feed is a continuous flow of imagery provoking emotions that are closely tied to the brand, like excitement and joy.


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IBM’s approach to Instagram is about sharing insights into day-to-day life within their facilities all around the world. Pictures of staff members at work and having fun in IBM’s amazing facilities in multiple countries give you an idea of the scale of this business, yet it provides you with a sense of human connection that could easily be missed behind this technology giant’s brand.


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Microsoft has a huge Instagram following of 577K and uses its account to share inspirational stories of people who use Microsoft’s products to break boundaries and achieve more. With very strong photography that encourages people to click through and find out more, Microsoft takes advantage of the character space allowed in captions, as the company writes detailed descriptions under each picture. This walks the audience through exactly what is happening in the photo while aiming to strike their emotions. With this, you can really get a feel for what the brand is all about.


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