Why would B2B brands be interested in using Instagram Stories as a marketing channel?
It starts with a very simple premise: B2B customers are people, and people use Instagram, which eclipsed 1 billion active monthly users over the summer. And when it comes to the platform’s “Stories” format, it surpassed the similarly oriented Snapchat in users within a year of its 2016 launch.
Of course, the issue here is more one of context. Can business-focused content really succeed on a social network that slants so strongly toward casual, leisure surfing?
As we’ll see, B2B companies are showing that yes, it can. And there’s plenty of opportunity to take it a step further.