Instagram Marketing In 2023: Marketers Coming For Their Businesses And Customers

B2B Methods and Developments

Influencer marketing is more likely to be effective.

Companies selling to other businesses are seeing a considerably greater return on investment from their influencer marketing efforts than consumer-facing businesses. In fact, although only 10% of B2C marketers expect to use it in 2022, 25% of B2B marketers think it will be the most important marketing technique they employ that year.

Seventy percent of B2B marketers feel influencer partnerships deliver good return on investment, whereas just 51 percent of B2C marketers agree. Typical returns for B2C companies using this tactic are about average.

More Difficulties and Developments in Branded Hashtags

According to the data, both business-to-consumer and business-to-business firms are using hashtags, although the latter appears to be more successful as a consequence.

Prioritization of Useful and Original Material

Most B2B companies scored instructional material quite low when questioned about the efficacy of their Instagram marketing strategy. Compared to IG shopping tools, developing compelling content, audience interaction, and ad campaigns, it lags far behind.

Among B2B marketers, only 4% think it provided the best return on investment.

Despite this, 68% said they will boost spending on instructional or informational material.

But only 46% of business-to-consumer marketers have similar plans. This is because many business-to-consumer businesses (27% to be exact) don’t plan to start using this tactic until 2022.

For B2B companies, authentic, behind-the-scenes information is a huge asset. Our data shows that they intend to use this content format 16% more than B2C brands.

Developments in B2C Strategies

Putting the customer first more often

Instagram is being used for customer support by B2C companies 14% more than B2B companies.

The first is that it serves their business interests. About 27% of B2C marketers estimate that by 2022, one of their key aims on Instagram will be to improve customer service and retention.

An Increase in Online Shopping

Brands selling directly to consumers are more likely to be advertising their wares in 2022 (34% vs. 22%).

This information explains why B2C companies are the most active users of Instagram’s retail features.

In addition to helping them achieve their objectives, 48% of B2C marketers report a positive return on investment. Along with using Instagram for customer support, this is their most successful Instagram tactic.

These positive results may encourage other B2C businesses to give this approach a try, although not all of them have. About a third of B2C marketers won’t have done so before 2022.

The money these shopping tools generate is another reason why B2B firms are slow to use them. When asked about the main difficulty they have, over half of B2B marketers cited insufficient sales.

Using the Same Brand Voice Consistently

B2C companies are more likely than B2B companies to blame a drop in popularity on an inconsistent visual style or tone (36%) than B2B companies (22%) do.

In 2022, 42% say they will begin using it. Those that do use it, however, agree that, after developing content that stimulates engagement, it is the second most effective marketing expenditure.

Furthermore, sixteen percent of business-to-consumer marketers cite it as their top marketing priority, while only nine percent of business-to-business companies say the same.

Although the primary objectives of B2B and B2C brands are similar, there are significant differences in their platform utilisation.