--- title: Instagram : Become necessary to brands url: https://click2buy.com/instagram-become-necessary-to-brands/ type: post date: 2019-06-20 description: In 2017, one-third of the most viewed Instagram stories are from brands that are followed by 80% of users. For several years, brands have used Instagram as a marketing tool… --- # Instagram : Become necessary to brands **In 2017, one-third of the most viewed Instagram stories are from [brands](https://old.click2buy.com/en/brands/) that are followed by 80% of users. ** For several years, brands have used Instagram as a marketing tool in its own right. Today, all the [brands](https://old.click2buy.com/en/brands/) are starting to use it, whether BtoC or BtoB, each finds its interest. #### **BtoC commitment (Business to Consumer)**   ![Instagram Lacoste](https://old.click2buy.com/wp-content/uploads/2019/06/Capture-d’écran-2019-06-17-à-16.59.10.png)   Instagram allows [brands](https://old.click2buy.com/en/brands/) from all sectors to forge stronger links with consumers. Videos and pictures from [brands](https://old.click2buy.com/en/brands/) accounts are always staged to make consumers dream and travel. Following Lacoste’s example, the product doesn’t seem untouched but enhanced to make consumer want to buy.     ![Instagram GoPro](https://old.click2buy.com/wp-content/uploads/2019/06/Capture-d’écran-2019-06-17-à-16.59.24.png)   Some [brands](https://old.click2buy.com/en/brands/) go even further by publishing videos and pictures from their consumers on their own account. GoPro would use up to 80% of photographs of their ambassadors to promote their products ! This would further motivate their customers who wish to appear on the [brands](https://old.click2buy.com/en/brands/) account.   ![Instagram Shopping Zara](https://old.click2buy.com/wp-content/uploads/2019/06/Capture-d’écran-2019-06-17-à-16.59.51-1-208x300.png)   It is therefore not surprising that this social media is developing more and more its market side. Instagram Shopping, launched in 2018, has been a great success toward [brands](https://old.click2buy.com/en/brands/).With the possibility to tag products on their pictures, [brands](https://old.click2buy.com/en/brands/) allow their consumers to buy staged product. The only downside was that the consumer could not buy directly on the application because it was inevitably redirected on the [brand](https://old.click2buy.com/en/brands/) e-shop This is what the Zara brand does ! The platform understood the issue in March 2019, so they launched “Checkout”: an innovation to buy directly on Instagram without leaving the application ! This feature is currently being tested in the United States and on a limited number of [brands](https://old.click2buy.com/en/brands/), but this system will certainly revolutionize the purchases of [brands](https://old.click2buy.com/en/brands/) via this network. #### #### #### **BtoB creativity (Business to Business)** It might initially be thought that Instagram is reserved for [brands](https://old.click2buy.com/en/brands/) with a direct link to the buyer, but this is not necessarily the case. Some [brands](https://old.click2buy.com/en/brands/) are doing well by highlighting both of their company and their employees. This allows them to create and enhance their employer [brand](https://old.click2buy.com/en/brands/) and show their sympathy. [Brands](https://old.click2buy.com/en/brands/) even  show the public a decor unlike what they usually see by posting pictures of their office facilities, their co-working spaces or their canteen! A way to humanize a little more these [brands](https://old.click2buy.com/en/brands/) that are sometimes little known to the general public. Moreover, some BtoB [brands](https://old.click2buy.com/en/brands/) are real champions in the control of [Instagram](https://www.clic2buy.com/en/ds-where-to-buy-social-media/). This is the case of General Electric, which regularly posts photos of its products, its projects and also its employees. The [brand](https://old.click2buy.com/en/brands/) still has 403,000 subscribers! Another example of a creative account is the company Hubspot, which displays on its feed an entirely different image of its company by offering its subscribers their own vision of today’s business. Quotes from personalities, memes of current series, videos on customer engagement and even photos of cats … The company’s account to 187,000 subscribers is far from conventional! [Instagram](https://www.clic2buy.com/en/ds-where-to-buy-social-media/) is not one more network to manage but rather a conversion device both human and merchant. A machine to create ambassadors and certainly a differentiating asset for companies. #### **Instagram and Click2Buy** Where to Buy is compatible with social networks, including Instagram. It allows you to redirect your customers on the site of distributors who sell your products. To learn more about how to integrate it with Instagram TV, your posts, stories, and sponsored publications, download our [product profile](https://www.clic2buy.com/en/ds-where-to-buy-social-media/) or [contact us](/?page_id=32125) ! **Sources :** [BDM](https://www.blogdumoderateur.com/chiffres-instagram/) [Siecle digital](https://siecledigital.fr/2019/04/30/nouveautes-instagram-f8/) [Neoptimal](https://www.neoptimal.com/blog/strategie-marketing-digital-btob-instagram-social-media) [Adspring](https://www.adspring.fr/instagram-quelles-opportunites-pour-les-marques/) [Wsiworld](https://www.wsiworld.fr/marioncamerlynck/2017/09/05/instagram-et-marketing-digital/) [Neoptimal](https://www.neoptimal.com/blog/pourquoi-instagram-btob-est-incontournable) [Pellerin formation](https://www.pellerin-formation.com/8-exemples-concrets-de-marques-b2b-qui-reussissent-sur-instagram/) © [Pixabay](https://pixabay.com/fr/illustrations/instagram-m%C3%A9dias-sociaux-symbole-3319588/) © [Lacoste](https://www.instagram.com/p/ByLHXW5iq-v/) © [Gopro](https://www.instagram.com/p/BxNTRfPn9Ct/) © [Zara](https://www.instagram.com/p/ByKfWhJCaib/)