I don’t know about you, but I’ve been known to lose hours, even whole evenings scrolling through Instagram. It’s become the new Pinterest for me; a source of inspiration for holidays, food, fitness, and currently - weddings. 

But Instagram offers more than just a source of inspiration. In recent years, Instagram marketing has become a real opportunity for B2B companies.

People want to do business with people, and Instagram offers the chance to humanise your company and show off your personality. It’s not just about promoting your products, but about offering a glimpse of what happens behind-the-scenes and an insight into the people that make up your business.

Instagram has really stepped up in helping businesses measure their efforts too. In 2016 they launched Instagram for Business. The built-in analytics tool enables you to see real-time metrics on how your stories and promoted posts perform throughout the day, as well as insights into your followers and how they interact with your content.

We wrote a post recently on how to tackle B2B Instagram marketing, and this article from HubSpot shares some useful insights into how some of the biggest brands around the world are using it to their advantage.


The most followed account on Instagram is, funnily enough, Instagram. They are the curation kings, reposting users’ most captivating content to inspire their followers. They also have a knack for writing posts that feel less like adverts, and more like a feature story - which sparks more interest.

National Geographic

As a follower myself, it’s the stunning photography that makes their posts stand out on my feed. But according to HubSpot their success is about more than just visuals. Their strategy is to avoid clickbait copy to coax people to their website. Instead, they will summarise the feature article in their stories and IGTV shows

Real Madrid

Real Madrid are great at keeping their huge fan base up to date on their latest happenings - scores, highlights and signings. They also share insights into the players' personal lives, helping their followers to form a deeper relationship with them. 


Account takeovers, Q&A’s and behind-the-scenes videos are what attracts the NBA’s 30.1 million followers. Not a bad following considering basketball is only the seventh most popular sport in the world.


Evoking a sense of nostalgia is a psychological tactic that marketers have been using for decades. And Instagram’s #tbt has the same effect - as Chanel capitalised on in their recent Chanel Holidays campaign where they posted old ads highlighting some of the most memorable fashion trends from the past.

The biggest theme across all these brands? Make it personal. Instagram offers opportunities to really humanise your company in a way that other social media platforms don’t. And being human sells.