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

Posts: 196
Followers: 9265
Engagement Rate: 4.04%

2. Mailchimp

Posts: 242
Followers: 9560
Engagement Rate: 3.98%

3. Infusionsoft

Posts: 576
Followers: 1499
Engagement Rate: 3.88%

4. Fedex

Posts: 125
Followers: 11053
Engagement Rate: 3.49%


Posts: 490
Followers: 3290
Engagement Rate: 3.36%

6. Maersk

Posts: 314
Followers: 29406
Engagement Rate: 2.78%

7. Oracle

Posts: 190
Followers: 5424
Engagement Rate: 2.77%

8. Intel

Posts: 496
Followers: 29874
Engagement Rate: 2.76%

9. Zendesk

Posts: 388
Followers: 1231
Engagement Rate: 2.69%

10. Hootsuite

Posts: 476
Followers: 6696
Engagement Rate: 2.65%

What Facebook’s Purchase of Instagram Means to B2B Marketers

Yesterday Facebook bought photo-sharing site Instagram for $1 billion, but you already know that as a B2B social media marketer. If you don’t, you really need to check your news sources and how you keep up with social media activity. I saw it online, in my social streams, and even heard about it on NPR. It was hard for everyone to ignore the billion with a B price tag for an app. If you want to learn more about the sale, search for it. Even today it is hard to avoid.

This acquisition is another huge signal that Facebook likes visual content and wants to reduce the friction around posting it. They have already told us that photos and videos are the most important types of content because they encourage the most engagement. This is all driven by Facebook’s EdgeRank algorithm, which shows your posts to people who have engaged with your previous posts. And don’t forget that Facebook’s business model is to sell ads, which makes page views and time on site important metrics.

Here are a few quick reminders about visual content for your B2B Facebook page, so you can connect with your customers and prospects on Facebook.

1. Use Instagram, but Upload Photos to Facebook Natively

Instagram is a fun photo app, and can be great for showing a behind the scenes view of your B2B company. Many users cite the social network as their favorite part of the app, or even the ability to easy share photos on multiple platforms. But if you are looking at photos as a means of greater engagement with your fans, rather let Instagram post the photos, you can upload it directly from your mobile phone. Instagram saves photos to your photo albums, and you can just grab it from your Facebook mobile app.

2. Regular Photos are Still Okay Too

Every photo does not need a filter and a retro border. If you have a content strategy that has you sharing photos of employees, events, customers, products and your community, nothing has changed about the relevance of these photos on your B2B Facebook page.

3. And that Other “I” Word, Inforgraphics

Photos are great, but if you find a good infographic, or you have the resources to produce them, share those on your Facebook. Ask a single compelling question about the information in the graphic to ensure a bit more engagement.

4. Use Images in Written Content

And since Facebook is become a more visual platform, make sure that everything you post to your Facebook page has an image associated with it. Even if you are pushing blog posts automatically to Facebook, a compelling image will help your fans stop on it in their newsfeed. It is too easy to scroll by a post without an image.

What are you doing to make your B2B Facebook page more visual?