The 10 Best B2B Instagram Profiles

Last week was a big week for Instagram as they announced that they have 300 million monthly active users. This makes the visual platform owned by Facebook, larger than Twitter. It is also growing at a faster rate than Twitter.

B2B companies need to learn how to tell their stories in a visual manner. There are many blog posts that merely list the largest B2B companies on Instagram, or a seemingly random selection of B2B companies on Instagram. But this post is different. These are the ten B2B companies with the highest engagement rate on Instagram. This means their followers (who could be a combination of customers, prospects, employees and partners) have liked and commented on their photos and videos.

Methodology: A B2B company needed at least 1000 followers to be considered for the list. I examined the last ten Instagram posts for likes and comments. The average number of the sum of likes and comments was divided by the number of followers to determine the engagement rate (expressed as a percentage). If you want to put these numbers in perspective, according to SimplyMeasured, the top retail brands have an average engagement rate of 4%. The top B2B companies below have a similar engagement rate.

Note that General Electric, the biggest B2B company on Instagram with 183,000 followers did not make the list because their engagement rate is only 0.78%. Companies need to not just focus on growing their follower counts, but they also need to make sure their content is resonating with their audience.

1. IBM

b2b-instagram-ibm
Posts: 196
Followers: 9265
Engagement Rate: 4.04%

2. Mailchimp

b2b-instagram-mailchimp
Posts: 242
Followers: 9560
Engagement Rate: 3.98%

3. Infusionsoft

b2b-instagram-infusionsoft
Posts: 576
Followers: 1499
Engagement Rate: 3.88%

4. Fedex

b2b-instagram-fedex
Posts: 125
Followers: 11053
Engagement Rate: 3.49%

5. CBRE

b2b-instagram-cbre
Posts: 490
Followers: 3290
Engagement Rate: 3.36%

6. Maersk

b2b-instagram-maersk
Posts: 314
Followers: 29406
Engagement Rate: 2.78%

7. Oracle

b2b-instagram-oracle
Posts: 190
Followers: 5424
Engagement Rate: 2.77%

8. Intel

b2b-instagram-intel
Posts: 496
Followers: 29874
Engagement Rate: 2.76%

9. Zendesk

b2b-instagram-zendesk
Posts: 388
Followers: 1231
Engagement Rate: 2.69%

10. Hootsuite

b2b-instagram-hootsuite
Posts: 476
Followers: 6696
Engagement Rate: 2.65%

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