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BizReport : Social Marketing : June 03, 2016

Experts: How to better use Instagram and LinkedIn for business

A recent report found that consumers are engaging more with B2B brands through Instagram thank through the business-focused LinkedIn. So, does this mean brands should abandon one for the other? Not necessarily, says one expert.

by Kristina Knight

Kristina: What should brands take away from the recent TrackMaven report which indicated a strong consumer response to branded content through Instagram rather than LinkedIn for B2B brands?

Brad O'Brien, Senior Director of Paid Social, 3Q Digital: [The report is] an indicator that B2B marketers shouldn't dismiss Instagram as a platform solely reserved for consumer brands. They can still achieve good engagement with their target audience on a more visual platform.

Kristina: Is this an indication that brands need to measure the different social networks in different ways?

Brad: Definitely. The varying nature of social networks means you shouldn't compare results across platforms, but between them.

Kristina: How can B2Bers better use Instagram?

Keunrak Kang, Social Account Manager, 3Q Digital: They should understand how Instagram works for their own brands in the conversion funnel. Are they starting a conversation, trying to keep their brand top of mind, re-engaging from other platforms such as Facebook, or directly selling a product or service?

B2Bers should also make sure their image is tailored to Instagram, and not just a re-hash from another platform. Great Instagram content conveys a brand's message in no more than a few words and with clear but captivating imagery. Rather than trying to fit all your brand messages into one post, it is better to deliver the details through a short concise description with an easily-accessible call-to-action.

Tags: 3Q Digital, instagram advertising, linkedin, social marketing, social media

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