B2B Instagram

Content Management & Design

Role
Social Media Co-Manager
Client
Four Hands
B2B Instagram

Problem

When I first took on managing the Instagram account for Four Hands with the company's senior copywriter, there was no content strategy, analytic framework, or cohesive design system in place. The account lacked direction, and we were tasked with transforming it into a meaningful platform for engagement.

Idea

I began with customer profiling of who essentially follows or would follow a furniture wholesaler and they were mainly two big chunks: retailers and interior designers, large and small scale. Once the customer profile was nailed down I was able to test out content that would potentially attract current and new followers, as well as set up templates with each content type to build out the design system that's still used today. At the time, the beautiful visuals coming from their in-house photography team was very much untapped when it came to social media and I planned to take advantage of their beautiful photography.

Solution

After 5 years of handling their wholesale Instagram profile, they went from 300 to over 100,000 followers.

Multiple rounds of testing new content concepts gave us a clear idea that their Instagram followers wanted simplicity in visuals while also being inspired instead of talked at. Furniture detail shots, quick-to-the-point callouts of new collections, and images taken in their beautiful showrooms garnered the most interactions from followers. One of our more successful attempts at gaining followers was creating a hashtag for the wholesale market events they had quarterly for clients, with the promise of resharing those posts.

Let's Get started – Shall we?

Get in touch