As a follow-up to our list of top B2B Instagram accounts, I reached out to Katie Keating, Social Content & Engagement Strategist at IBM, to learn more about how this globally integrated technology and consulting company approaches a visual platform like Instagram.
IBM ranked at the top of the list of B2B Instagram accounts because we prioritized engagement over number of followers. This put the IBM account way ahead of larger B2B companies who are well-known for their social media prowess, like GE, Cisco and Adobe. What is your approach to Instagram, and does it focus on engagement versus growing your following? And what are the metrics that determine your success?
For IBM, engagement is the metric we put the most weight on when we assess performance of our social content on Instagram. Ultimately, our goal is to create and curate content that is intriguing to our audiences, that maybe teaches them something simple but useful, and builds trust among our followers. It’s not about the quantity of our followers but the quality. We don’t want to speak into a void but to an engaged, interested audience, so listening and gathering feedback is a critical first step before we publish anything on our channels.
Are you using the IBM Instagram account to communicate with existing customers, partners and employees or are you looking to connect with prospects to drive new business?
We have a number of key audiences that we think are interested in what IBM’s doing, and who may not be aware of some of the incredible innovation happening at IBM. IBM is a global company so we try to showcase the company’s innovation around the world. Employee engagement is a key part of our strategy–we always say that IBM is primarily experienced by the world at large through our employees, so it’s important to us that they’re engaged and feel empowered to share their experiences.
In the time period we looked at, some of your top posts were employee-submitted photos showing #viewfrommydesk. Is user-generated content, or specifically employee-based content, a key part of your Instagram strategy, or was this just a good idea that happened to work?
The #ViewFromMyDesk photo series was done in partnership with the IBM global recruitment team. The goal was to showcase that IBM employees come from all over and work in various types of environments. We invited employees to share photos of the view from their desk–be it a traditional office setting, their home office, office on the road, and more. As a result, we received photos from locations all over the world like Slovenia, Russia, Brazil, Austria, Norway, Venezuela, Taiwan, India, and more. Instagram is a highly global platform and IBM is an international brand, so we thought Instagram would be a great place to host a visually-driven series like this.
IBM has a broad, global business serving multiple audience segments. How do you balance that with one Instagram account?
We see Instagram a place to share “moments” at IBM–what it’s like to work in our offices, behind the scenes in our labs, or the process behind innovations-in-progress. We want to take our audience on the journey with us. Our photos come from all over: user-generated content, photos that employees like me shoot themselves, photos of teams collaborating, and more. We’ve even had employees “take over” our account for a week at a time and show us what it’s like to work at IBM through their own photos and captions. It’s really important that anything we publish stays true to the platform–inspiring, visually engaging imagery that tells a story, while being true to IBM. We’re not trying to fit certain messages into a box or follow a strict calendar, but instead we’re in a constant mode of discovery, curation and creation.
How do the Instagram photos integrate with social media posts on other channels? How important is visual content to the overall social media strategy of IBM?
We find that Instagram photos also drive engagement across our other channels, so we cross-post. Visuals in general are absolutely critical to driving engagement on our social accounts. I think audiences now expect that visuals should and will be part of the experience.
You seem to be experimenting with more branded video on Instagram lately? How does this compare to Vine or YouTube?
Branded “micro-video” is something we’re definitely planning to do more of. It’s a great way to tell a story or create art out of the everyday, which is the sweet spot for platforms like Instagram and Vine.
And finally, what advice would you give to other B2B marketers who are looking to improve their engagement on Instagram?
First, spend time on Instagram. Really understand the community aspect of the platform and the caliber of the photography. Think about why your followers are spending time on Instagram. It’s an escape. It’s inspirational. It’s beautiful. Make sure that’s the type of content you’re curating and creating for your branded channel too. Use it as a place to show the real moments, to go behind the scenes, to give access and meaning to your brand. Don’t try to promote, sell, drive clicks (URLs aren’t hotlinked anyway). You will drive engagement and preference for your brand by being real and staying true to the platform.