In the spirit of transparency, I wrote this post because TKO Graphix isn’t on Instagram, and I was uncertain whether we should be. After completing research, reviewing other B2B Instagram accounts, and considering how TKO could use Instagram effectively—I’m still not sure.

The Pros 

300 million worldwide users 106 million in the USA – I don’t know the numbers, but a lot of these folks work in businesses that could use TKO’S products.

Instagram reaches 34% of the American Population – DMR Expanded Ramblings 150 Instagram Stats – Not only does Instagram reach 34% of the population but a large percent of those are on mobile devices. More and more businesses vet B2B products and services via mobile.

It’s a great way to tell a story – I could share TKO Graphix behind the scenes, who doesn’t want to be in the know? I could promote customers or support employee engagement. There are plenty of stories to share.

The Cons

No links – Content marketing is about creating content, sharing it on social network, and driving traffic back to your website. Instagram doesn’t support this effort. That’s a big strike against Instagram for B2B marketing.

Lack of Measurable ROI – If the return on investment for Instagram can be measured, please tell me how. Is it the number of likes or shares? Likes and shares without action that generates leads, or at least leads people to the lead cycle doesn’t pay the bills, does it?

Does the Demographic fit the market? For example, if we look at the age of Instagram users does it fit TKO Graphix target audience? Here’s the numbers from Sprout Social

Breakdown of the percentage of online adults who use Instagram by age:

  • 53% of 18–29 year olds use Instagram.
  • 25% of 30–49 year olds use Instagram.
  • 11% of 50–64 year olds use Instagram.
  • 6% of people 65+ use Instagram.

The Answer

Are you using Instagram for B2B? Should TKO? It’s a serious question. I’d like to know. I currently manage 18 social network accounts. Is one more, which doesn’t link back to our website, worth the time and effort? Should I use Instagram to tell the TKO story, build brand, and influence prospects by showing TKO’s human side? Should I keep it in-house and use it to recognize teammates and build a positive culture? Like I said, I’m not sure. Thoughts?