Instagram Launches @instagramforbusiness

Instagram announced the launch of its @instagramforbusiness account, aimed at brands, small businesses and agencies.


Instagram announced the launch of its @instagramforbusiness account, aimed at brands, small businesses and agencies.

The Facebook-owned photo- and video-sharing network said in an Instagram for Business blog post that @instagramforbusiness will “run exclusive, behind-the-scenes stories that inspire, inform and showcase the work done by three important groups in our business community from all around the world—brands, small businesses and creative agencies.”

Ben & Jerry’s helped Instagram kick off this week’s launch of @instagramforbusiness, representing the brands community, and next week will bring contributions on the small business side from Chicago’s Flowers for Dreams and on the agency side from BBDO New York.

Ben & Jerry’s global digital marketing manager Mike Hayes explained the ice cream company’s relationship with Instagram in the blog post:

From a very early stage, we realized how powerful Instagram was in connecting with our fans and telling our story. We want to talk to fans where they are, whether that’s at a music festival or on social media. As more of our fans joined Instagram, we leveraged advertising to reach even more of them.

Instagram has made us realize that there isn’t one way to tell a story: There are lots of different ways and approaches. For the 30 years we were in business before Instagram, Ben & Jerry’s leveraged mainly illustrations to create our identity and to tell our stories. When we first joined Instagram, we didn’t really know what to take pictures of, or have a photography style. Over the past four years, we’ve developed our own style and have leveraged Instagram to connect with fans all over the world.

We are still amazed to this day about how passionate our fans are not only in terms of engaging with our own posts, but also sharing pictures of themselves eating Ben & Jerry’s. Instagram has allowed us to leverage the relationship we have with our fans and make them even stronger.

Readers: Will you follow the @instagramforbusiness account? David Cohen is editor of Adweek's Social Pro Daily.