--- title: "Instagram Analysis: How 10 B2B Brands Use Instagram" description: Learn how 10 B2B brands are using Instagram to reach their objectives. This Instagram analysis shows how to analyze their marketing efforts. image: https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/IGb2b_banner.jpg --- **[🚀 ANNOUNCEMENT: QUINTLY BECOMES FACELIFT DATA STUDIO→](https://www.quintly.com/quintly-becomes-facelift-data-studio)** [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Use cases [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels Int. How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! How bürosüd plus increased their audience by 40% ](https://www.quintly.com/case-study/burosud-plus-pr-and-communication-agency-quintly-case-study)   [Media Do more with your data using custom metrics and API integrations to optimize your social strategy. ](https://www.quintly.com/media) --- [Case Study: RTL Media Group How quintly helps a large news-media organization create a data-driven culture for their teams company-wide. ](https://www.quintly.com/case-study/rtl-media-group) [Case Study: Landau MediaNew! How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? See what we have to offer. ](https://quintly-jobs.personio.de/) [Contact Want to get in touch? Come say hi. ](https://www.quintly.com/contact) Resources [Blog Our latest articles, social news and industry insights. ](https://www.quintly.com/blog) [Social Media Studies Browse our collection of free reports. ](https://www.quintly.com/resources) [Knowledge Base More than a help center – updates, guides and more. ](https://help.facelift-cloud.com/en/collections/6890662-facelift-data-studio)     [Free stats portalNew! Check out popular industries & countries. ](https://info.quintly.com/free-stats) [Product newsNew! Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Solutions [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! How bürosüd plus increased their audience by 40% ](https://www.quintly.com/case-study/burosud-plus-pr-and-communication-agency-quintly-case-study)   [Media Do more with your data using custom metrics and API integrations to optimize your social strategy. ](https://www.quintly.com/media) --- [Case Study: RTL Media Group How this large news-media organization creates a data-driven culture for their teams company-wide. ](https://www.quintly.com/case-study/rtl-media-group) [Case Study: Landau MediaNew! How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics/) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? See what we have to offer. ](https://quintly.jobs.personio.de/) [Contact Want to get in touch? Come say hi. ](https://www.quintly.com/contact) Resources [Blog Our latest articles, social news and industry insights. ](https://www.quintly.com/blog) [Social Media Studies Browse our collection of free reports. ](https://www.quintly.com/resources) [Knowledge Base More than a help center – updates, guides and more. ](https://support.quintly.com)     [Free stats portalNew! Check out popular industries & countries. ](https://info.quintly.com/free-stats) [Product newsNew! Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![quintly.com](https://www.quintly.com/hubfs/Design/Mayday/Pricing%20Page/white%20icons/AdvancedTraining.svg "quintly.com")](https://www.quintly.com/) ** ** [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) by [David Campbell](https://www.quintly.com/blog/author/david-campbell) on August 11, 2023 [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) ### Filter by Category - [Instagram Strategy (214)](https://www.quintly.com/blog/tag/instagram-strategy) - [Reach vs Impressions (213)](https://www.quintly.com/blog/tag/reach-vs-impressions) - [Twitter Analysis (213)](https://www.quintly.com/blog/tag/twitter-analysis) - [Youtube Analytics (213)](https://www.quintly.com/blog/tag/youtube-analytics) - [featured (213)](https://www.quintly.com/blog/tag/featured) [quintly Blog](https://www.quintly.com/blog)  /   [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) [Social Media Marketing](https://www.quintly.com/blog/tag/social-media-marketing) [Content Marketing](https://www.quintly.com/blog/tag/content-marketing) 7 MINUTE READING TIME [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) [Social Media Marketing](https://www.quintly.com/blog/tag/social-media-marketing) [Content Marketing](https://www.quintly.com/blog/tag/content-marketing) # Instagram Analysis: How 10 B2B Brands Use Instagram by [Julian Gottke](https://www.quintly.com/blog/author/julian-gottke) on October 09, 2014 ![](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/IGb2b_banner.jpg) *Due to the massive development of Instagram, we decided to see how the development shows in an old analysis or if it shows at all. This article was originally written on October 9th, 2014. Now three years later, we will travel in time to find out how B2B brands use Instagram today.* Back in 2014 we wrote that it seemed like some B2B brands had difficulties to adapt Instagram as part of their marketing strategy, due to lack of existing visual content. That is not the impression in 2017, quite the opposite. These B2B brands have mastered to showcase their products and services in a very creative and fun way. The 10 brands chosen for the original analysis represent the variety of the B2B markets with a technological focus on them. The original analysis wanted to emphasise what businesses can learn from benchmarking and analyzing. On this update we wanted to keep the same approach, but compare the 2014 findings to what our analysis shows now in 2017. For this purpose we used the original graphs from back then, showing the latest data in our [new version of quintly](https://www.quintly.com/blog/2017/10/introducing-the-new-quintly/) that will be released in December 2017.  [![Instagram Emoji Study](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/igemoji_paywalldownloadform.jpg?width=930&height=338&name=igemoji_paywalldownloadform.jpg)](https://www.quintly.com/cs/c/?cta_guid=147c7784-3f8e-4506-af78-a51b967836d3&signature=AAH58kE4-Lqf0ztecctGKOnAdwHeQ9-jbg&pageId=5229605978&placement_guid=62baa0ae-8120-4829-9a95-c5c3f1608601&canon=https%3A%2F%2Fwww.quintly.com%2Fblog%2Finstagram-analysis-b2b-brands&portal_id=3330298&__hstc=146014955.4ac32fe5bdcab407482560af6e5d7795.1692631347040.1692631347040.1692631347040.1&__hssc=146014955.151.1692631347040&__hsfp=1561754925&hsutk=4ac32fe5bdcab407482560af6e5d7795&contentType=blog-post) ## B2B Content Analysis on Instagram In 2014 images were almost the only content that the chosen B2B brands posted on Instagram. Since then, Instagram has introduced a new post type, the carousel feature, which allows to upload multiple images or videos in one post. The amount of images seems odd in the perspective of 2017, as the video feature for Instagram was launched a year before the 2014 analysis, in June 2013.  ![instagram analysis](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/PostTypeDist.jpg) A good mixture of different post types keep the business account interesting. Fedex is the only B2B brand to only upload images in 2017. The rest of the businesses include videos at least 14% of their content and Mailchimp uses videos as much as 42% of their Instagram content. Mailchimp has mastered the usage of videos and their fun content engage their followers. The following post by Mailchimp created the highest interaction in our analysis made in 2017.    ![B2B brands on Instagram ](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/PostsTypeDist2.jpg) The [Instagram carousel-uploads](https://www.quintly.com/blog/2017/09/instagrams-carousel/) serve a good alternative for videos on Instagram. Uploading multiple images is cheaper and less time consuming than producing a good quality video and they can create higher interaction than photos. General Electrics have especially adapted the carousel uploads into their Instagram strategy. Over 45 % of the Instagram posts, during the past 6 months, are carousel-uploads. ## Gone Are the Days of Filters Back in the days, seven out of the ten B2B brands of our analysis used filters in their Instagram posts. Now only four brands use filters, and three of them only use them less than 10% of their uploads. Basically only Lafarge Group is the only one who is still using filters to a larger extent. ![instagram analytics](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/ImageFilterDist.jpg) As Instagram has developed, so has the quality of the content that businesses upload into it. B2B brands have really put an effort into their Instagram accounts and the photos and videos that are uploaded into the service are usually edited in beforehand. ![instagram analysis filters](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/ImageFilterDist2.jpg) Content on Instagram is becoming very polished. Behind-the-scenes content can now more often be seen in Stories, while photos that end up in the stream tend to show higher quality. Businesses put effort to the overall look of the feed and therefore the posts are often edited to have similar tones, so that a company feed is a whole.  ## How Much to Post and When When this analysis was made in 2014, our selected B2B brands were posting a lot more than they are now. ![instagram analysis](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/AvgPostsWeek.jpg) As Instagram has grown, so has the amount of Average Posts per Week. B2B brands seem to have found a better posting rhythm. ![instagram analysis](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/AvgPostsWeek2.jpg) Posting more frequently and focusing on the traditional office days seems to be working for the B2B brands on Instagram. In 2014 the afternoons from Monday to Friday have created the most interaction for the B2B companies.  ![instagram analysis](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/PostsByTime.jpg) Time has not really changed the best time to post on Instagram. It is interesting how the most efficient time to post is almost identical in 2017 as it was three years ago. As we were able to see from the Average Posts Per Weekday, the companies seem to have adapted their posting schedule around the days that creates the most interaction. ![instagram analysis](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/PostsByTime2.jpg)   ### How Engaged Is the B2B Brands’ Audience on Instagram? In 2014 the engagement rates of the chosen B2B brands were fairly stable. Fedex, Oracle and Cisco were creating the most interaction, but all of the companies had rather high interaction rates.  ![instagram analysis](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/InteractionRate.jpg) The table of Interaction Rates of the B2B brands in 2017 looks quite different. This might be due to the smaller amount of posts and the growth in the platform – the overflow of content decreases the value of individual posts.  ![instagram posting](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/InteractionRate2.jpg) Whether the reason is in the amount of posts or the development of Instagram, the metric gives direct feedback on the engagement, it is dropping. Mailchimp put an effort on their launch of Google remarketing Ads and it paid off in terms of engagement. Otherwise Adobe Fedex and Maersk Line are creating relatively high interaction rates.    [![Instagram Emoji Study](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/igemoji_paywalldownloadform.jpg?width=930&height=338&name=igemoji_paywalldownloadform.jpg)](https://www.quintly.com/cs/c/?cta_guid=147c7784-3f8e-4506-af78-a51b967836d3&signature=AAH58kE4-Lqf0ztecctGKOnAdwHeQ9-jbg&pageId=5229605978&placement_guid=62baa0ae-8120-4829-9a95-c5c3f1608601&canon=https%3A%2F%2Fwww.quintly.com%2Fblog%2Finstagram-analysis-b2b-brands&portal_id=3330298&__hstc=146014955.4ac32fe5bdcab407482560af6e5d7795.1692631347040.1692631347040.1692631347040.1&__hssc=146014955.151.1692631347040&__hsfp=1561754925&hsutk=4ac32fe5bdcab407482560af6e5d7795&contentType=blog-post) ## Three Year’s Development At the time of writing the original post – in 2014 – Instagram had 200 million daily active users. We wrote that it is here to stay and that was definitely true. Today Instagram has [over 800 million monthly active users](http://mashable.com/2017/09/25/instagram-800-million/#3Zzs30y7pOqm) and business seems to be blooming there. Therefore, we give the same piece of advice for B2B brands as we did in 2014 – don’t miss out on social media. B2B brands need the same social media presence as any other businesses, Instagram is a platform for any size B2B brands as well as it is for B2C businesses. Stories feature and different types of uploads give opportunities to showcase variety of sides of any brand. Storyselling and behind-the-scenes-strategy is easy to carry out on Instagram. Introduce your business and the people behind it in the Stories and give product or service updates in the posts. Mailchimp’s interaction rate peaked because they introduced a new product feature in a fun and creative way on instagram. The top 10 B2B brands on Instagram has definitely stood the test of time. They are great examples of how to utilize Instagram for a B2B brand. If you are still looking for the best way to promote your brand on Instagram, take a look at [Instagram analytics](https://www.quintly.com/instagram-analytics/) or read our in-depth article on [Instagram measurement](https://www.quintly.com/blog/instagram-analytics).  ## Related Articles  [Instagram Analytics - How to measure?!](https://www.quintly.com/blog/instagram-analytics)  [How to Ace your Instagram Content ](https://www.quintly.com/blog/learning-best-new-york-times-instagram)[Instagram Story Analytics - Our in-depth article! ](https://www.quintly.com/blog/how-to-analyze-instagram-stories) ### Related Categories [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) [Social Media Marketing](https://www.quintly.com/blog/tag/social-media-marketing) [Content Marketing](https://www.quintly.com/blog/tag/content-marketing) ### [Julian Gottke](https://www.quintly.com/blog/author/julian-gottke) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) ## [7 Tips for Using Social Media Reporting Data To Tell a Story to Your Client](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [Read more](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [tiktok business](https://www.quintly.com/blog/topic/tiktok-business) ## [How to Build an Engaged Audience on TikTok](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) [Read more](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) ![](https://www.quintly.com/hs-fs/hubfs/Marketing%20/blog-en/General%20Files/5%20Ideas%20banner%20promo%20module-3.png?width=120&name=5%20Ideas%20banner%20promo%20module-3.png "5 Ideas banner promo module-3.png") ## 5 Ideas to Optimize Your Social Media Analysis   [Download the E-book](https://info.quintly.com/optimize-your-social-media-performance) ### Join the conversation. Leave us a comment below! ## See where you stand on social media. Get in touch today to track, benchmark and optimize your social media performance with advanced analytics made easy. #### Solutions #### Integrations #### Platform #### Networks #### Resources What's new #### Company #### Contact Copyright © 2024 Facelift Data Studio. All rights reserved. • [Terms](https://www.quintly.com/terms) • [Privacy](https://www.quintly.com/privacy) • [More...](https://www.quintly.com/transparency) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Julian Gottke", "url" : "https://www.quintly.com/blog/author/julian-gottke" }, "dateModified" : "2023-08-29T10:00:29.118Z", "datePublished" : "2014-10-08T22:00:00.000Z", "headline" : "Instagram Analysis: How 10 B2B Brands Use Instagram", "image" : [ "https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/IGb2b_banner.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.quintly.com/blog/instagram-analysis-b2b-brands", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.quintly.com/hubfs/2024-home/facelift_logo_new_black_rgb.svg" }, "name" : "Facelift brand building technologies GmbH" } } ```