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?