B2B & B2C Instagram Marketing Trends of 2022 [Data from 500 Marketers]


When it comes to social media, there are many differences in the channels that prioritize B2C and B2B brands.

According to HubSpot Blog Research, which surveyed more than 500 marketers in 2021, 75% of B2B businesses currently take advantage of Facebook compared to only 66% of B2C.

New data: Instagram engagement report [2022 Version]

60% of B2C businesses take advantage of YouTube, 24% more than B2B businesses. For Twitter, the same is true: it is more popular among B2C brands than B2B companies.

When we reduce it to Instagram, how do they compare? We delve into the key differences between B2C and B2B brands on the social platform.

B2B trends and tactics

Better success with influencer marketing

When it comes to influencer marketing, B2B companies are reporting a much higher return on investment than B2C companies. In fact, 25% of B2B marketers say it’s the marketing strategy they plan to make the most of in 2022, compared to only 10% of B2C marketers.

When asked to rank the ROI of the partner with influencers, 70% of B2B marketers say it offers a high ROI compared to only 51% of B2C marketers. Most B2C brands report an average ROI of this strategy.

As a result, 68% of B2B marketers plan to increase their investment in influencer marketing by 2022.

However, when we look at association with brands and accounts with similar audiences, things change.

B2C marketers are more fortunate: 51% report high ROI, 12% more than B2B marketers.

More brand label trends and challenges

While research shows that both B2C and B2B brands are leveraging hashtags at the same rate, B2B brands seem to be getting better results.

12% of B2B marketers say that this strategy has resulted in the highest ROI, compared to only 7% of B2C marketing.

In addition, approximately 96% of B2B marketers plan to continue or increase their investment in brand hashtag trends and challenges.

A focus on educational and authentic content

When asked to rate their best-performing strategies on Instagram, most B2B brands rated educational content quite low. He lagged behind most of his strategies, including GI buying tools, engaging content creation, audience interaction, and advertising campaigns.

Only 4% of B2B marketers say it offered the highest ROI.

Despite this, 68% plan to increase their investment in the creation of educational or informative content.

Meanwhile, 46% of B2C marketers plan to do the same. This is likely because, for many B2C brands (27% specifically), 2022 will be the first time they take advantage of this strategy.

Authentic backstage content is another great move for B2B brands. According to our research, they plan to take advantage of this type of content 16% more than B2C brands.

We know why: 16% of B2B marketers say that this type of content has resulted in the highest ROI in 2021, compared to only 6% of B2C marketers.

Thus, while most B2B marketers (63%) plan to increase their investment in this type of content, 10% of B2C will reduce it. In fact, it is the type of content with the highest divestment rate for B2C brands.

B2C trends and tactics

Higher priority in customer service

B2C brands are taking advantage of Instagram for customer service more than B2B brands, 14% more to be exact.

Wondering why? Two reasons.

The first is that it aligns with your business goals. Approximately 27% of B2C marketers say that improving customer service and retention is one of their main goals on Instagram and will continue to be so in 2022.

The second reason is that this strategy is bearing fruit.

44% of B2C marketers say that leveraging IG for customer service offers a high ROI and 51% say the average ROI.

More use of shopping tools

In 2022, 34% of B2C brands focus on advertising their products and services, compared to only 22% of B2B brands.

Knowing this data, it makes sense that Instagram buying tools are more popular among B2C brands.

instagram buying tools

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In addition to aligning with their goals, 48% of B2C marketers say they offer high ROI. In fact, it is your best performing Instagram strategy along with leveraging the platform for customer service.

Despite these promising figures, not all B2C brands have been testing this strategy. For 37% of B2C marketers, 2022 will be their first time.

Another reason why these shopping tools are not more popular among B2B brands is revenue. 48% of B2B marketers say the biggest challenge they face is not generating enough sales.

An emphasis on a consistent brand voice

Thirty-six percent of B2C brands say the lack of a consistent aesthetic or voice has caused them to lose followers, 10% more than B2B brands.

42% plan to take advantage of it for the first time in 2022. However, those who use it say it is the second most profitable marketing investment behind content creation that encourages engagement.

In addition, 16% of B2C marketers say that this is the marketing strategy in which they will invest the most, compared to only 9% of B2B brands.

While B2B and B2C brands mostly believe in their main goals, the way they use the platform is very different.

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