11 Examples Of B2B Companies Using Instagram Right


Instagram has more than 1 Billion people using the platform worldwide! That’s massive.

And if you think that no one using Instagram is a professional – You’re dead wrong. B2B marketers need to start viewing Instagram as a channel where they can connect with their audience and deliver content the same way they can on other channels. B2B brands from around the world have been embracing Instagram already and if you’ve yet to jump on; you’ve come to the right place.

I’ve personally gone through 55 B2B companies on Instagram to uncover some of the best examples of B2B brands using Instagram the right way.

Here are 11 of the best B2B Instagram accounts:

  1. Shopify
  2. Dribbble
  3. IBM
  4. InvisionApp
  5. MailChimp
  6. Dash Hudson
  7. Slack
  8. Boston Dynamics
  9. LinkedIn
  10. Salesforce
  11. ZenDesk

So what was it about these accounts that made them stand out?


You need to start with some fundamentals. There are a few techniques and strategies that Instagram marketers have embraced that are ALWAYS driving results. In this short video, I break down a few of them:

Here’s a few of their best posts and why I pick them as great examples of B2B brands on Instagram:

Shopify: Turn Your Gram Into A Blog

The best brands recognize the importance of creating content to open new streams of opportunities to acquire customers. Creating blog posts that are educational, informative and insightful is a great way to build trust and establish a connection. For most B2B blogs, the content is a bit too long for a single screenshot on Instagram which is why Shopify is absolutely genius for this approach.

Shopify has taken a blog post and broken it up using the ‘multiple image’ feature on Instagram. It gives their followers the chance to read a quick snippet of a blog post without clicking a link in their bio or leaving the Instagram experience at all.

A post shared by Shopify (@shopify) on

Dribbble: Let Your Users/Customers Tell Their Story

People connect with people. That’s marketing 101.

But for some reason many organizations constantly want to force their audience to connect with a brand over the person behind it. In the example below, Dribbble allows its followers to connect with a human. Someone who a handful of them may be able to connect with and even empathize with some of the things he talks about.

If you’re in B2B, sharing your customers stories is a great way to connect with your audience and share your message through a third party. Spend less time always tooting your own horn and more time giving your platform on Instagram as a way to let your customers speak for you.

A post shared by Dribbble (@dribbble) on

IBM: Embrace Throwback Thursdays (Or Any Popular Hashtag)

Hashtags on Instagram are one of those things that you really cannot overlook. Content shared on Instagram that has a hashtag associated with it is far more likely than a post without any hashtags to get engagement. If you’re already boasting a couple hundred thousand followers and aren’t too worried about reach; ignore the hashtag… But if you’re looking to grow your account and connect with a new audience – research the hashtags that are relevant to them.

From there, don’t start spamming the hashtag with irrelevant content. Focus on using the hashtag and the ‘top content’ on the hashtags discover page as inspiration for the type of content you should create. IBM leveraged the popular #ThrowbackThursday hashtag with this post demonstrating that even the most consumer focused hashtags aren’t off limits for B2B marketing:

InvisionApp: Promote Your Resources To Generate Leads

Case studies, ebooks, white papers, research, infographics, etc…

All of these pieces of content can be GREAT lead magnets for B2B brands. Take a page out of Invision’s Instagram playbook by showing your resources proudly and boldly. If you’ve created them, flaunt them!

MailChimp: Don’t Be Afraid Use Video Content

Video content is quickly becoming one of the most engaging forms of content online.

The stats on video marketing speak volume around how this type of content is influencing the web. Embrace video content in your own marketing efforts and don’t be afraid to get a little creative with your content. B2B marketers often think that they have to be boring, professional and straight edge with everything they do – WRONG – you’re still talking to people. Have fun with it and make something that will leave your audience inspired.

Get a new brain (if you want to).

A post shared by MailChimp (@mailchimp) on

Dash Hudson: Leverage CTA’s To Drive Your Audience To Content

Do you have something that you want people following you on Instagram to see?

I’m sure you do… You’re a marketer. If you have a great blog post idea but are struggling to get it to spread; Instagram can be a great distribution channel. The key is to take a page out of Dash Hudson‘s playbook like the post below and tell people to actually click the link in your bio. You would be surprised how powerful this simple call to action REALLy can be.

SlackHQ: Show Off Product Features With Animation

B2B Software companies often ask me what they should share on Instagram since their product is digital — you share the product!

If you’ve invested in quality design and you like your app; use that as a starting point for Instagram content. Slack does that really well here by tying it into something that was current and timely. Modify your in-app designs and turn them into cool animations, clever experiences and show your followers why your service is worth using.

Boston Dynamics: Do Cool Things & Tell People

It’s probably one of the most straight forward B2B marketing tips on this list about Instagram but also one of the most powerful. A lot of B2B marketers spend HOURS stressing over what they should share as a post on Instagram but key is simply to do things that are interesting. It will make your time as a content marketer 10x easier if you work at a place that embraces innovation and strives to implement content marketing tactics that are worth talking about.

LinkedIn: Leverage Inspirational & Motivational Quotes

Pages like LinkedIn recognize that there are THOUSANDS of pages on Instagram that are solely dedicated to creating and sharing inspirational posts. Recognizing this, B2B brands on Instagram should think about their audience and understand what type of content would leave them feeling inspired. From there, create that content and share it so they feel so inspired they double tap, repost, tag a friend and share it on their own!

Salesforce: Embrace The Cross Promotion

Don’t make the mistake of not announcing the fact that you’re on Instagram on Facebook, Twitter, LinkedIn & Snapchat. And visa-versa.

A post shared by Salesforce (@salesforce) on

ZenDesk: Show Instagram Your New Hires

Millennials love Instagram! If you’re hiring a batch of interns fresh out of school; embrace the gram.

Even if they’re not fresh out of school, showcasing your new hires offer B2B brands the chance to showcase their corporate culture a little bit. It’s a glimpse into behind the scenes and something that a lot of people will appreciate.

Wrapping Things Up

So there you have it! Those are just a few of the B2B brands that I’ve come to admire and love watching over the last few months.

If there’s any other examples of B2B companies that you follow on Instagram (or work at) that you think have a great account, let me know in the comments. I’d love to check it out and let you know what I think… And in the meantime:

If you’re ITCHING to learn how to unlock the power of Instagram for your company – I’ve got a treat for you! Download my FREE Instagram Marketing Guide to grow and build your following!