Beyond the grid: unlocking Instagram’s potential
With 50% of adults in the US active on Instagram, the platform has evolved into a vital channel for strategic corporate storytelling.
Georgia Barrett wrote about YouTube as one of the “big five” social platforms, but Instagram isn’t far behind. In fact, it ranks second only to YouTube among US adults aged 18–29.
Historically, Instagram was seen by companies as a glossy shopfront; somewhere to post polished visuals and boast about corporate milestones. At worst, it became a highlight reel, maintained more for appearances than impact.
But Instagram has far more potential, particularly from a corporate communications perspective. It’s a dynamic platform for shaping corporate identity, engaging directly with audiences and telling your authentic story in real time.
Why is Instagram so important?
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You’ll be meeting your younger audiences where they’re at: With over 2 billion monthly active users, Instagram is one of the most powerful ways to reach a broad and engaged audience – especially millennials and Gen Z. Instagram’s user base is heavily skewed towards younger generations (about 60% of users globally are under 35), providing a dynamic opportunity to connect.
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It’s a visual storytelling powerhouse: Instagram’s format is built for high-impact, bite-sized narratives. From reels to stories to carousels, it’s the perfect canvas for showcasing culture, values, and people; far beyond polished press shots.
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It’s a strategic channel for reputation-building: Instagram is no longer just a marketing tool. It’s where corporate communicators can control the narrative, respond in real time, and show leadership with a human face.
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It’s designed for engagement over broadcasting: Comments, DMs, story polls, and interactive stickers allow for direct connection with stakeholders. It’s not just about pushing content; it’s about starting conversations.
What performs well on Instagram?
Consistent, visually cohesive content that reflects your company’s tone and values is the baseline for a strong corporate Instagram presence. Grids can be curated, but not overly produced: a solid brand identity should be maintained, but not at the expense of creativity.
Reels that are short, sharp and trend-aware drive reach. Content that showcases real employees, behind-the-scenes moments and authentic storytelling naturally fosters trust and engagement.
Captions should be concise, genuinely human and free of jargon. Users are unlikely to read paragraphs of text and will instead be looking to digest that information through snappy video.
Regular posting matters, but quality beats quantity. Ditch generic stock imagery in favour of original visuals that speak to your audience. And above all, engagement is key: reply to comments, use polls and stickers in stories and create content that invites conversation, not just likes.
Which companies are the best at using Instagram?
@salesforce offers a people-first approach to Instagram, with vibrant employee imagery
- Salesforce excels at putting employees in front of the camera, directly telling stories through the eyes of the people working at the company. Even clients are providing successful case studies in reels, which feels extremely trustworthy. It’s a people-first approach to Instagram, and it works.
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Airbnb features its CEO in a way that humanises corporate leadership. The recent summer announcement of a new service and app was broken down for an Instagram real with snappy, informative headlines, and the most impactful quotes directly from the CEO. This is a great way to dissolve leadership/audience barriers and uses the most powerful voice at the company to directly connect with audiences.
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Unilever’s Instagram reinforces its commitment to sustainability and social impact. Real-time performance data is animated via reels, and international operations are spotlighted alongside tangible data insights. This is an excellent way to control the narrative through company facts.
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AbbVie has started to include brief video descriptions, as opposed to long captions accompanying reels. Keeping descriptions concise and to the point drives more attention to the content you are trying to promote.