social media

15 Instagram Accounts That Are Killing it at B2B Content

B2B Instagram

Fitness? Easy. Food? Easy. Fashion? Really Easy. B2B? Not so easy...

With over 100 million users, Instagram has quickly become one of the most popular social media platforms in the world. But the reality is, that when it comes to social media and B2B—many businesses struggle with how to position themselves. This is especially true when it comes to visual content. Accounting, tech support, legal work—these service types of industries don't always scream fun.

But when you start to look at your business as a group of unique people, with individual stories, and your brand as a message rather than a product—you'll begin to see just how visual your company truly can be. If you remain skeptical about the viability of B2B in the Instagram space, or you just want some B2B inspiration—do yourself a favor and check out some examples of B2B companies that are slaying it on Instagram. 


Adobe Instagram

Followers: 681k

B2B Industry: Software

Instagram Account: @adobe

With a product that plays well to the visual, Adobe is a fortuitous and unique entity in the B2B space. Their strategy involves highlighting what their products can do by creating stunning visuals that make even the most ungifted neophyte dream of trying their own hand at Adobe products. This is B2B marketing done right. 



Wells Fargo Instagram

Followers: 40k

B2B Industry: Banking

Instagram Account: @wellsfargo

Banking is boring, real boring. But that doesn't mean an ambitious company like Wells Fargo has to make their Instagram account boring. The massive bank combines a good mix of video and images to add variety to their content. If that's not enough, @wellsfargo keeps content fresh by covering a wide variety of topics like current events, financial tips, quotes, and fun facts. 



Intel Instagram

Followers: 1.1 M

B2B Industry: Tech

Instagram Account: @intel

IBM validates itself as one of the "big boys" by showcasing their role in big events like the X Games, Grammy's and hot tech conferences. Following IBM's journey feels like following a celebrity as you become privy to just how massive and innovative of a company they truly are. Each photo they provide shows a company whose fully aware of their unique voice in the B2B space. Large company's like these that dabble in many areas can sometimes have a hard time defining their voice, but IBM does a solid job of peeling back the layers on their many products—giving you a detailed look at exactly what they do in the tech space. 



Grey Instagram

Followers: 35k

B2B Industry: Advertising

Instagram Account: @grey

It's encouraging to see B2B company's pushing the boundaries of social media. Their account description reads, "Each week, one person from our Grey NY office takes over our Instagram to share what inspires them. Oh, and everything is in GREYscale." Following them is like watching a TV series, with each  "episode" (or new week) being seen through the eyes of a different employee. Despite the constant changing of hands, the account is able to maintain a singular tone with its mandatory implementation of "GREYscale" filters, and NYC setting. @grey is by far one of the most unique accounts on this list, and definitely worthy to be dubbed a B2B content pioneer.



Advertising Age Instagram

Followers: 166k

B2B Industry: Media/News Company

Ad Age's bio states "Important to Important People." With that in mind, Ad Age likes to position themselves as an authority in the advertising space often highlighting celebrities on their cover shots or editorial content. Although they focus on advertising, their content touches on a wide variety of topics like music, food, and anything they deem creatively inspirational (like their name written with pretzels). 




Free Agency

Followers: 30.9k

B2B Industry: Content Production/Branding

Instagram Account: @free

If you had any doubts about Free's artistic vision, squash them now because photography just happens to be their bread and butter. And we're not talking about a slice of uninspired white bread with some I-can't-believe-it's-not-real-freaking-butter substitute—we're talking about some fresh focaccia straight out of the oven with lemon herb butter. This is B2B content that blurs the line between art and advertising. Maybe we should call it artvertising?



Mailchimp Instagram

Followers: 76.7k

B2B Industry: E-Mail 

Instagram: @MailChimp

An email provider company. Boring right? Wrong. Dead wrong. MailChimp takes full advantage of their playful logo by breathing life into his 2d form and transforming him into a veritable personality. Their quirky brand image seeps through each photo, making sure you laugh a little on the inside each time they post a new photo—an emotion we're sure they hope transfers over when you use their service. 


8. AdRoll

AdRoll instagram

Followers: 2k

B2B Industry: Marketing

Instagram Account: @AdRoll

Taking the most holistic approach of all the Instagram accounts, AdRoll uses a broad stroke approach when it comes to visual content. Company events, pop culture references (a la Star Wars), cute dogs, bring your family to work day, and behind the scenes looks at marketing campaigns. Perhaps of all the Instagram accounts on this list, AdRoll does the best job of making their company accessible. Have you ever seen an interview with an actor, and you get that feeling that you'd hit it off if you ever met in person? AdRoll evokes that same sentiment. 


9. Citrix

Citrix Social Media

Followers: 14.5k

B2B Industry: Apps/Data

Instagram Account: @citrix

Company bikes, French Bulldogs, and a grip of cool events—Citrix shows why they're a leader in the B2B data space. Unlike many companies, Citrix avoids heavy promotion by opting for a soft pitch. Lately they've been integrating branded Lego scenes which can't help but bring a little smile to your face.


10. UBS

b2b instagram

Followers: 23k

B2B Industry: Financial Services

Instagram: @UBS

For a seemingly large financial corporation, UBS provides content that has a surprisingly accessible "startup" feel. They are extremely transparent, going so far as documenting their recent re-branding, something not all brands would be so happy to share with the public. A lot of their content so far has focused on artist Damilola's role in their brand transformation. We're not sure where the future of their Instagram account is headed, but we're confident it will not cater to the status quo.


11. Hubspot

Hubspot Instagram

Followers: 100k

B2B Industry: Marketing/Sales

Instagram Account: @hubspot

Hubspot has a penchant for highlighting good food, cute animals, and fun work activities. Of course it's not all play, they sprinkle in some solid quotes and advice to balance it out. Overall, Hubspot is a feel good account with a penchant for peeling back the layers for their customers' and potential clients' enjoyment.


12. SAP

b2b instagram strategy

Followers: 46.9k

B2B Industry: Software

Instagram Account: @SAP

SAP has a lot of great quotes and is unequivocally targeted towards other business owners when it comes to advice and content—something you would hope to see from a B2B company that provides software. They're also on top of it when it comes to staying current on holidays and special days like Groundhog day, World Cancer Day, Thanksgiving, The Holidays and New Year. 


13. FedEx

FedEx Instagram

Followers: 89k

B2B Industry: Delivery

Instagram Account: @fedex

Cargo shipment has never seemed more fun than with FedEx's Instagram account. With lot's of great photos of airplanes and trucks all over the world, FedEx is a bit of a promotional travelogue. But their promotion never crosses the line, just a subtle logo in the background of mostly stunning photos that make you want to travel as much as use their service.


14. IBM

IBM Social Media

Followers: 219k

B2B Industry: Tech

Instagram Account:@IBM

Of course IBM has many of the great qualities these other B2B companies possesses—but what's most intriguing about their voice on social media, is the personification of their API's in the form of an animitronic robot named Watson. In fact, they have a whole host of robots they use, each with their own unique personality. Following their Instagram account is watching a good sci-fi series that leaves with sense of awe at the power of technology and its potential.


15. HP

HP instagram

Followers: 1M

B2B Industry: Tech


A fashion diary? A global technology brand? We can't tell which one it is, but we're not too sure we even care! HP capitalizes on subtlety and style—showing that even big brands can be nimble when it comes to social media.

Three Big Bang For Your Buck Business Communication Tools

Woman at Desk

You’re a small business owner and for you, time is money right? Here are three tools to help you communicate better and faster with your team, your customers and your target market.

1. Set a No Email Policy with your Team

Is “Inbox Zero” some state of nirvana that you’ve never actually encountered? Join the “I’m drowning in emails and I can’t get out” club. Start using Slack and set a “no email” policy with your team. As of 4/1/16, there were 800,000 Slack accounts (Slack has been on the market for about a year). It's free for small teams and storage for up to 10,000 messages. You can create "channels" for projects and invite users to relevant channels. My team uses slack and our internal communications are 98% email-free which is live-changing and time-saving. Need to focus and avoid interruptions? Just turn it off. The mobile app is a great way to stay on top of internal activity when you're on the run, again without jamming up your email inbox. The time saved processing emails is priceless.

2. Start Conversations with Hot Leads Faster

Your customers are increasingly used to instant gratification communication platforms such as Mobile phone texting, Facebook messaging and Snapchat. Today’s  The standard website "Contact Us" form is so 2014. The direct interaction possible through a webchat app removes days of email delays as each party waits for the other to respond. With a webchat app, the potential customer indicates interest, asks questions and may move right into purchase in one, real-time interaction. And the best part? You can develop a "human" relationship with the potential customer that is impossible to do over email. The exchange is much more similar to an in-person conversation than to a string of email exchanges. This more authentic interaction will improve brand perception and customer service experience.

You can install a web chat tool on your website such as LiveChat for about $49/month. The challenge with this approach is that if your live chat is "on" then your team needs to be in front of a screen to be available for chats that can come in at any time. I have accidentally left my Live Chat app set to "on" on my phone and found myself answering customer inquiries at the park while walking my dog. Having you or your team manage the chat is a great way to understand the dynamics of the interactions and to create a list of frequently asked questions, but the attentiveness required is generally unsustainable. You can outsource web chat to providers like Davinci Virtual Office Solutions starting at $59/month.

3. Get more Leverage out of your Social Media Posts and Reach your Fan Base more Often

You know that one favorite, life-changing tool that you can’t stop yourself from sharing with friends? For me, that’s Meet Edgar. This is hands-down my favorite time-saving social media tool. Add content to your library, categorize it, and Edgar will pull content from across your categories and post it to Twitter and Facebook on a randomized, recurring basis until you tell it to stop.

Meet Edgar is definitely best for Evergreen content, otherwise your reposts might seem stale or outdated. And while many business owners spend time creating and posting content to social feeds where only 10% of their followers will happen to see it, Edgar drips out your content so that it hits more pockets of your audience over time.


Guest Post by Jamie Russo of Global Workspace Association. GWA is the connection-based resource for shared space operators, workplace strategists, real estate investors and service providers to stay connected, current and competitive.

Please note that Bookly’s sponsorship of this blog article is not intended to address the specific circumstances of any particular individual or entity and does not constitute an endorsement of any entity or its products or services. This content represents the views of the author, and does not necessarily represent the views or professional advice of Bookly.

How Your #SmallBiz Should be Using Hashtags


Everyone is talking about hashtags, but do you know what they do and how you can use them for your business? Mastering the power of the hashtag can make your social media posts more popular and bring better visibility to your business. 

Create a Proper Hashtag 

Before you can become a hashtag master, you need to understand what they do. Some people who don't understand the use of hashtags think they are for expressing feelings, like #sobummedoutrightnow. While this may be a fun use for casual users, it won't work for someone who is promoting a business. Hashtags allow social media sites to categorize your post with other posts like it. Then, your post will appear when users search for that particular subject. So, useful hashtags are keywords that relate to your post. For example, if you post a link to your latest article about investing in overseas funds, a good hashtag would be #investing or #investingtips, not #thisarticleisinteresting. 

Use Hashtags Everywhere 

Hashtags aren't just for Twitter anymore. All large social media sites, like Facebook, Google+, Pinterest and Instagram are using hashtags to organize posts. 

Keep it Short 

You've probably run across hashtags that contain a lot of words, like #superfunfisharticle or #awesomesalestips. These tags don't work. Why? Because people won't search for ""super fun fish articles"" or ""awesome sales tips."" They will search for ""fish articles"" or ""sales tips."" Keep your hashtags short and use only keywords or terms people will actually search for. 

Use Hashtags to Get Followers Involved 

Another good way to use hashtags is by creating a memorable one and encouraging your followers to use the hashtag. For example, every week comedian Jimmy Fallon plays the hashtag game with his followers. He will give them a hashtag subject and ask them to write a tweet based on the subject. The followers then add the hashtag to their Tweet so that Fallon can find it. Each week, his hashtags become worldwide trending topics on Twitter. Some examples of his hashtag subjects have been: #momtexts#worstgiftever#myweirdwaiter#misheardlyrics 5. Use Hashtags to Market You

Want people to spread the word about your business or product? Come up with an interesting hashtag that people will want to repeat. For example, television shows will post silly words or catchphrases their characters say as hashtags. You can make up a hashtag that relates to your business in the same way. Make up a funny or catchy turn of phrase that relates to your product. Here are some examples other companies have used: 

Neosporin to Go- #NeoReady 

Ivory Soap- #SudLife 

Puffs- #PassThePuffs 

Once you start using hashtags the right way, you will find your social media becoming a much more effective marketing tool.

5 Tips to Grow Your Small Business Social Media Footprint

social media

Social media is one of the most powerful tools that small businesses have at their disposal. It allows them to directly reach customers for a fraction of the cost of traditional advertising.

But many businesses fail to utilize this tool, or worse – they waste a lot of time and energy doing it and posting the wrong things. As a small business, you can’t afford to burn limited resources on marketing without getting results.

Instead of spinning your wheels, follow these five steps to quickly and effectively grow your social media footprint.

1. Determine Which Metrics Matter

Before your first post, it’s important to understand what you want out of social media. For example, is your goal to generate clicks to your website (short term marketing) or market to customers directly on the platform to build your following (long term marketing)? Knowing which numbers matter to you means you can set benchmarks to determine if your strategy is working. 

2. Focus, Then Expand

There is a lot of real estate in social media and it’s easy to spread yourself too thin across multiple social media platforms. Rather than trying to juggle five or six at once, pick one or two and devote yourself to them. Once you start cultivating a following, branch out to new platforms one at a time. 

3. Follow the 80-20 Rule

No social media user wants their timeline or feed dominated by promotional material even if they’re big fans of your company. Finding the right balance between highlighting your business and keeping your followers entertained is crucial, and that’s where the 80-20 rule should be used. 

The 80-20 rule means only 20 percent of the content you post should be directly about your brand. The other 80 percent should be pictures, links to articles, and other content that relates to your industry. Followers are more likely to share and engage in this type of content which leads to a wider reach and more exposure. Always remember quality over quantity speaks louder when it comes to content. 

4. Be Shareable

Organic reach is the number of people who see your content without paid placement, and the fastest way to increase that number is by posting content that people want to share with their friends. 

Photos and videos are more likely to be shared than text posts. Memes are especially shareable and should be strongly considered if they fit your company’s personality and tone. Every post should have a call to action that encourages the user to like, share, retweet, or comment on the content. 

5. Don’t Take Shortcuts

One of the unfortunate side effects of social media’s business benefits is that opportunists can take advantage of desperate companies. 

It can be tempting to pay $50 to someone offering you 5,000 Facebook fans, but those ‘fans’ are usually dummy accounts in far-away countries that will never share or engage in your posts.

Have faith in your content and commit to the process and you will reap the rewards of having a growing, engaged fan base.