Instagram vs LinkedIn: Which Platform Is Better for B2B Marketing?

Instagram gets attention. LinkedIn is a platform for making business connections. It's up to you which platform you choose based on your objectives.

Your B2B customers are on social media, too. Then the question is, where should your business invest its time?

Instagram and LinkedIn could both be used for B2B marketing in various ways. Instagram is an excellent platform for brands to demonstrate their work, people, and personality. LinkedIn is a platform that allows businesses to share knowledge, foster trust, and connect with professionals.

So which one is the best?

It depends on your audience, objectives, and content. 

Instagram vs LinkedIn – which is best for B2B marketing? 

Both platforms do not perform well in all of the areas. They all play a distinct part in your B2B marketing strategy. 

Why Instagram Works for B2B Marketing 

Instagram is a platform more than just for B2C brands.

For B2B companies, Instagram is a great platform for making your brand visible and displaying the people behind the brand.

It works well for:

• Show project photos & videos.
• Reels and carousels
• Company events
• Team content
• Behind-the-scenes posts
• Customer success stories
• Educational content

For instance, a logistics company can demonstrate their ships, cargo work, exhibition stands, team activities, and industry expertise. 

It is not the goal to make all posts sales pitches. 

Share your business's activities on Instagram and remind people of your brand. 

Why LinkedIn Works for B2B Marketing 

The business-to-business (B2B) brands ideally fit into LinkedIn's nature of connecting with professionals.

It provides a platform for businesses to share their knowledge, industry news, company updates, and expert perspectives.

The following are some of the reasons that LinkedIn is effective:

• Industry insights
• Case studies
• Company news
• Customer success stories
• Expert opinions
• Service updates
• Business announcements
• Lead generation

An example of a logistics company could be able to provide shipping trends, insight into the supply chain, outcomes of projects, and practical tips.

It is LinkedIn that can make your business knowledge tangible and visible proof of your expertise. 

Instagram or LinkedIn: Which Is Better?

There are no right or wrong answers.

When you want to focus on:

• Brand awareness
• Visual storytelling
• Engagement
• Representing projects and company culture

When you're looking to:

• Professional authority
• Industry networking
• Business leads
• Reaching decision-makers

When both are important, then both are used.

The important thing is to assign each platform a specific task, rather than duplicate your content on all platforms. 

How you can combine the two on Instagram 

Do not have to develop totally new concepts for each platform.

Select one topic and present it in a different manner.

If your Company is finishing a large project, for instance:

Instagram:

Present the project in the form of a Reel, a carousel, or a series of photos.

LinkedIn:

Write about the problem, your solution, the outcome, and the lesson learned.

The following can also benefit from this:

• Industry insights
• Customer stories
• Company milestones
• Events
• Team updates
• Educational content

This saves time and ensures information is appropriate for each audience.

One idea. Two platforms. Two methods of communicating it. 

Six common B2B social media pitfalls to avoid 

Just because you're active on social media doesn't mean it's working.

Don't make these common mistakes:

• Copy and pasting content across all platforms
• Mentioning products and services in every post
• Posting with no end purpose
• Excessive jargon, especially in one's own industry.
• Speaking about your business only
• Choosing not to respond to comments and conversations 

It is important to understand that you are not in a position to generate leads for every post that you make. It's about developing content that prompts people to pay attention, trust and remember your business. 

Frequently Asked Questions about Instagram and LinkedIn for B2B Marketing

Is Instagram good for B2B marketing?

Yes. Through visual content, Instagram can assist B2B brands in building awareness, displaying their work, sharing company culture, and engaging with their viewers.

Would you rather use LinkedIn for B2B lead generation than Instagram for B2B lead generation?

LinkedIn may be a better option if you are looking for B2B leads due to its professional user base. But it still requires content, an offer, an audience, and a strategy to achieve the desired results. 

Should B2B companies be on both platforms?

Yes, if they can get both to work! Increase brand visibility and make visual content on Instagram, and build expertise, industry content and connections on LinkedIn.

What's a B2B business to post on Instagram?

Post projects, Reels, team content, events, educational posts, customer stories, and visual updates about what you do in your business.

What should B2B Companies Post on LinkedIn?

Provide information about your industry, case studies, company updates, early thoughts, customer feedback, and helpful information related to your industry.

 

Select the right Platform for your objectives

Instagram and LinkedIn can both be great tools for B2B marketing. The choice will depend on the desired outcome.

Instagram is a tool that can make your brand stand out. People can feel confident in your expertise when you use LinkedIn.

If you use one or two, ensure that each one has a clear purpose.

Looking for a way to boost your B2B presence?

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