Why Building Product Marketers Should Be Using Instagram

7910370882_39d180fb66_z instagramWhat was once dominated by B2C brands, Instagram is a marketing channel where building product marketers can find plenty of success. 

If I told you there was a magical place where brands can engage with more than 150 million consumers to promote their community and culture, would you believe me? The enchanted cyber-wonderland to which I am referring is Instagram.  And it has become a viable, scalable marketing channel for B2B companies to find success.

Instagram launched in October 2010 as an iOS app. By February 2011, the company was valued at around $25 million. By April 2012, an Android version of the app was released and downloaded more than one million times in less than a day. In the same month, Facebook made an offer to purchase the company for approximately $1billion in cash and stock.

B2C brands have dominated the space, but business-oriented companies are finding plenty of success as well. Oracle, GE and Cisco are just a few of the B2B brands that use Instagram to create community and culture channels to promote their corporate social responsibility programs and volunteer work in their communities.

Not only can your building products company use Instagram as a hub for culture and recruiting, but you can also use it for general brand marketing, from raising awareness to engaging prospects and leads. It offers a number of effective B2B marketing tactics that marketers of building products can leverage.

Curate your customers work. Whether you are on Instagram or not, your customers are. In today’s world, people document their lives by taking photos. Leverage this opportunity to curate, promote and engage your customers.

Be fanatical about hashtagging. Understand that Instagram is a social platform and users are constantly searching for new content. If you don’t tag your content, it won’t be found.

Include a gaming component. Host a contest by asking your building products customers to upload photos of your products and offer prizes as a reward.

Incorporate your events. People use Instagram to capture events, so why not leverage the opportunity by encouraging attendees to capture their experience? Be sure to provide a hashtag in order to compile the digital assets.

There’s a reason Facebook paid $1 billion dollars for a company that has gone from a trendy app to a massive social network. If you aren’t up-to-speed on this photo-sharing social network, then read on for the latest stats, courtesy of the DMR Digital and Social Media Directory.

  • 13% of internet users use Instagram
  • 150 million active monthly users
  • More than 16 billion photos have been shared since its launch in October 2010
  • 7.3 million daily users
  • 55 million photos posted daily
  • Users spend on average 257 minutes per month on Instagram
  • 25% of Fortune 500 companies use Instagram
  • 9 our of 10 Instagram video shares occur on Facebook
  • Mercedes-Benz is the top brand on Instagram with 425,000 followers and 9 million engaged users

View the entire DMR Digital and Social Media Directory here.

Photo Credit:  Jason A. Howie via Flickr.com 

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