2018-B2B营销者的Instagram及Vine营销手册（英文版）-2mb

报告摘要

B2B Marketers' Handbook for Instagram and Vine Marketing Summary

I. Introduction

The digital landscape is evolving rapidly, with marketers facing increasing pressure to engage audiences across multiple channels and devices. This handbook aims to guide B2B marketers in evaluating the relevance of photo and video platforms such as Instagram and Vine for their marketing strategies. It also provides actionable tips for leveraging these platforms effectively to engage with target audiences.

II. Core Content

This document outlines the following key topics:

The rise of social media usage and the shift in user behavior.
An overview of Instagram and Vine as platforms for marketing.
The relevance of these platforms for B2B marketers.
When to use Instagram versus Vine for different marketing purposes.
A conclusion on the importance of adapting to new marketing channels.

III. Main Points

1. How it all began

Social networks have grown at an unprecedented rate, with social network penetration increasing from 5% in 2005 to 75% today.
Mobile technology has played a significant role in this growth, as more than 56% of Americans own smartphones with cameras, enabling easy content creation and sharing.

2. What is Instagram and Vine Marketing?

Instagram is a photo-sharing platform with the ability to add filters and share videos.
Vine is a short-form video platform where users create 6-second looping videos.
Both platforms allow marketers to connect, engage, and retain audiences through visual content.
Despite the brevity of content, they are increasingly relevant for B2B marketers due to changing consumer preferences.

3. Why are these channels relevant for B2B Marketers?

Branding: Visual content helps showcase brand identity and core values. GE, for example, uses Vine to highlight its focus on innovation.
Thought Leadership: Marketers can share insights, tips, and expertise through high-quality visuals.
Stimulate Conversations and Engagement: Visuals are processed 60,000 times faster than text, encouraging interaction and discussion.
Complement Event Marketing: Photos and videos from events can be shared to engage both attendees and non-attendees.
Enhance Consumption: Product demos, instructions, and feature highlights can be shared efficiently through these platforms.

IV. Key Information

When to Use Instagram vs. Vine

Platform	Use Cases
Instagram	Contests, storytelling through photos, product features, how-to videos, and photos
Vine	User-generated content, product demos, behind-the-scenes, and ads

Instagram has a larger user base (150 million monthly active users) and is more versatile, allowing for both photos and longer videos.
Vine, with a smaller user base (40 million registered users), has a dedicated audience and is ideal for short, impactful videos.

V. Conclusion

As customer attention spans shorten, platforms like Instagram and Vine are becoming essential for B2B marketers.
These platforms offer unique opportunities for branding, thought leadership, engagement, and event marketing.
Marketers should adapt their content strategy to these platforms and choose the one that best suits their needs.
By leveraging these channels, B2B marketers can gain brand advocates and increase their market exposure.

VI. About Regalix Research

Regalix is a global innovation company based in Palo Alto, California.
It specializes in helping CMOs and marketing teams leverage emerging digital practices.
Services include research-based insights, consulting, and peer-to-peer programs.
Regalix has worked with major companies such as Apple, Cisco, and eBay.