@MailChimp
Followers: 19.3k
The email marketing service provider made our top five because of the way it showcases its company culture through its people and ideas, rather than products. It introduces its following to its employees through colourful profile images and uses the image caption for quirky Q&As. Its fun feed also contains numerous playful images of its iconic monkey, as well as inspirational design images to inspire its audience of email marketers.
Jason Travis, the photographer who runs MailChimp’s Instagram account, says: “Our design team has a lot of fun on Instagram. We see it as a place to showcase the creativity of MailChimp’s culture, process, and products, and we love it when our posts feel unexpected.”
@Adobe
Followers: 90.7k
Adobe runs several different Instagram accounts for each of its products. However, instead of diluting the brand image it allows Adobe to connect directly with its users. The ‘Adobe Students’ profile showcases how students use Adobe Creative Cloud in their work. The brand asks individuals to submit their work through the hashtag #MakeIt. This is a great way to build a real brand community and collect crowdsourced content, while highlighting what its tools can achieve.
@MaerskLine
Followers: 36.7k
The world’s largest shipping company is a great example of how B2B brands can use Instagram to tell stories. Its profile includes breath-taking photography of its liners and containers being transported across the world (a large chunk contributed by followers). But what makes this account stand out is the way it uses photo descriptions. The business makes full use of the copy space available by revealing interesting shipping facts, customer stories and financial results.
Davina Rapaport, social media manager, explains: “Instagram is an important supplementary channel in our social media strategy. While Instagram’s functionality limitations mean that we focus our marketing activities on other channels, it is an integral platform for us to engage with our followers and reinforce Maersk Line’s brand positioning, as well as being a valuable source of content for us. This, coupled with the relatively low investment required to maintain our presence there and our very strong and engaged follower base, means that an Instagram presence is a no-brainer for Maersk Line.”
Followers: 48.4k
As a social platform, LinkedIn understands the power of visual content and being where your customers are. The professional social network uses its Instagram profile to tell customer stories as well as sharing inspirational professional advice. The company’s #ThankYouMentor campaign urges professionals to mentor young people. LinkedIn uses its Instagram account to display interesting facts such as ‘one in three young people grow up without a mentor’ and asking experienced professionals to ‘pay it forward’.
Page Williams, social media marketing manager at LinkedIn, says: “What makes a professional successful from the outside is often based on perception. But the real story of success is rooted in the late nights, relentless hard work, and persistence through the ups and downs of life. This year, we’re focusing on growing our Instagram handle into a platform that captures and shares what goes on behind the scenes to make professionals more productive and successful, and sharing that visual inspiration with our community.”
@GE
Followers: 193k
General Electric is renowned for its social media presence, so it couldn’t be missed off this list. Despite the company’s ‘geeky’ product offering – it essentially manufactures big machines and technology – the business makes its social presence interesting by delving into the science behind its goods. Its Instagram feed is no different, featuring stunning photography, factual video clips, and scientific facts and inspiration. Meanwhile, its focus on innovation and sustainability illustrates its corporate social responsibility initiatives.
