Instagram Reels as a Digital Tool for Business-to-Business Engagement

Theresia Lavietha Vivrie Lolita

doi:10.24002/jik.v22i1.7999

Authors

Theresia Lavietha Vivrie Lolita Universitas Multimedia Nusantara

DOI:

https://doi.org/10.24002/jik.v22i1.7999

Keywords:

B2B, Instagram Reels, online video marketing

Abstract

This study examines Instagram Reels' potential as a strategic digital tool for B2B marketing objectives, addressing the under-researched application of short-form video platforms in organizational contexts. The research synthesizes contemporary literature on B2B marketing frameworks and Instagram's dynamic feature evolution through qualitative narrative methodology. Findings identify optimal content strategies, including brand narrative development, educational dissemination, cultural demonstration, and product teasers that align with B2B commercial imperatives. The analysis establishes Reels' capacity to enhance brand visibility, audience engagement, and market positioning while proposing actionable methodologies for integrating ephemeral video content into omnichannel marketing architectures.

References

Agustin, S. K., Hartanti, N. D., Randyantini, V., & Fitriana, H. (2023). Penerapan strategi digital marketing creative agency business to business melalui media Instagram Kinaja Indonesia. Jurnal Abdimas Bina Bangsa, 4(1), 585–600.

Andersson, S., & Wikström, N. (2017). Why and how are social media used in a B2B context, and which stakeholders are involved? Journal of Business & Industrial Marketing, 32(8), 1098–1108.

Anjelin, C., & Wahyuni, I. I. (2018). Strategi komunikasi pemasaran terpadu Bandung Makuta Cake dengan menggunakan IMC model Dwi Sapta. Communication, 9(1), 73-102.

Astuti, W. D., & Kaligis, R. A. W. (2021). Pengaruh promosi buku penerbit mediakita di Instagram terhadap proses keputusan pembelian generasi Z. Jurnal ILMU KOMUNIKASI, 18(1), 19–34.

Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113, 243–257.

Benyamin, P., Maryani, E., & Octavianti, M. (2021). Penggunaan media digital dalam komunikasi pemasaran desa wisata Ciburial, Samarang, Garut. Communication, 12(2), 108-121.

Bestin, B., Soemarta, G. A., & Kusuma, A. R. (2024). Perancangan ulang visual branding CE Homewear untuk memperkuat citra merek di pasar homewear. ArtComm, 7(2), 204–218.

Bhatnagar, D. H. (2022). Emerging role of social media in marketing. IJNRD - International Journal of Novel Research and Development (IJNRD), 7(4), 844–847.

Bose, R. (2021). Study on social media use for B2B marketing and branding. IRJMETS International Research Journal of Modernization in Engineering Technology and Science, 3(3), 148–152.

Buratti, N., Parola, F., & Satta, G. (2018). Insights on the adoption of social media marketing in B2B services. The TQM Journal, 30(5), 490–529.

Cawsey, T., & Rowley, J. (2016). Social media brand building strategies in B2B companies. Marketing Intelligence & Planning, 34(6), 754–776.

Chandra, H. R. (2022). Social media communication strategy business B-to-B in an effort to increase customer loyalty. LEGAL BRIEF, 11(2), 1516-1530.

Diba, H., Vella, J. M., & Abratt, R. (2019). Social media influence on the B2B buying process. Journal of Business & Industrial Marketing, 34(7), 1482–1496.

Fadilla, Q. Y. (2020). Tren konten Instagram selama masa karantina pandemi COVID-19 di Indonesia. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 185–205.

Ferrari, R. (2015). Writing narrative style literature reviews. Medical Writing, 24(4), 230-235.

Flanigan, R., Benson, G., & Porter, D. (2017). An assessment of millennial generation customer satisfaction in the industrial business-to-business market sector. The Journal of Technology, Management, and Applied Engineering, 33(2), 1-27.

Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. (2015). E-marketing orientation and social media implementation in B2B marketing. European Business Review, 27(6), 638–655.

Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169–179.

Imran, S. (2022). Understanding short-format video from the lenses of data and value: A case of Instagram Reels. iSCHANNEL, 17(1), 70-77.

Jikar, N. S., Mahalle, S. P., & Choudhary, S. V. (2022). The influence of social media on youth with special reference to Twitter Instagram. International Journal of Research Publication and Reviews, 3(4), 1161–1165.

Koponen, J., Metsola, J., Salin, L., & Keränen, J. (2024). Video-based sales interaction in cross-cultural B2B relationships: Potential (un)desired consequences. Industrial Marketing Management, 119, 238–251.

Kusumasondjaja, S. (2021). Building social media engagement on Instagram by using visual aesthetics and message orientation strategy: A content analysis on instagram content of Indonesia tourism destinations. Journal of International Conference Proceedings, 4(3), 129–138.

Meire, M., Ballings, M., & Van den Poel, D. (2017). The added value of social media data in B2B customer acquisition systems: A real-life experiment. Decision Support Systems, 104, 26–37.

McDonald, E. (2020). Data, analytics and creative intuition: An analysis of how to optimise return on social media investment on Instagram. Journal of Digital & Social Media Marketing, 8(1), 21–32.

Murakami, Y. Y., Okasaki, N., & Miura, K. (2021). A systematic mapping study of digital marketing and large manufacturing firms: Perspective from Japan. Journal of Marketing and Communication, 4(2), 11-20.

Popova, O. I., Gagarina, N. M., Minina, T. B., & Holodilov, A. A. (2022). Digital Marketing of Social Networks as a Factor for Sustainable Business Development During the Covid-19 Pandemic, 632, 249–252.

Puventheran, S., Bakar, J. A., Katuk, N., & Sharipudin, M. N. S. (2021). Dashboard for social media marketing analysis between B2B company (Pepsi vs Coca-cola). Multidisciplinary Applied Research and Innovation, 2(3), 207-211.

Rahmawati, T. Y., Dewi, M. K., & Ferdian, I. R. (2019). Instagram: Its roles in management of Islamic banks. Journal of Islamic Marketing, 11(4), 841–861.

Rose, S., Fandel, D., Saraeva, A., & Dibley, A. (2021). Sharing is the name of the game: Exploring the role of social media communication practices on B2B customer relationships in the life sciences industry. Industrial Marketing Management, 93, 52–62.

Saeidi, S., & Hollensen, S. (2024). Digital marketing on Linkedin: In-depth strategies for lead generation. American Journal of Industrial and Business Management, 14(5), 65-668.

Salsabila, A. L., & Rizqi, M. (2022). Strategi promosi dalam meningkatkan brand awareness produk bibir Wardah Cosmetics melalui konten Instagram Reels campus ambassador di kalangan mahasiswa. COMSERVA: Jurnal Penelitian Dan Pengabdian Masyarakat, 1(11), 970-982.

Sanjaya, A., Irwansyah, I., & Alunaza, H. (2017). Pemeliharaan hubungan dan komunikasi organisasi via media siber. Jurnal ILMU KOMUNIKASI, 14(2), 239–258.

Sucipto, K. R. R., & Yahya, A. F. (2022). Strategi komunikasi pemasaran digital Subway Indonesia melalui Reels Instagram @subway.indonesia. Jurnal Komunikasi Profesional, 6(1), 068–078.

Supratman, L. P. (2018). Penggunaan media sosial oleh digital native. Jurnal ILMU KOMUNIKASI, 15(1), 47–60.

Suryani, I., Leliana, I., & Setiyawan, Y. (2022). Instagram Reels as a branding medium. Persepsi: Communication Journal, 5(2), 123–131.

Torraco, R. J. (2016). Writing integrative literature reviews: Using the past and present to explore the future. Human Resource Development Review, 15(4), 404–428.

Veldeman, C., Van Praet, E., & Mechant, P. (2017). Social media adoption in business-to-business: IT and industrial companies compared. International Journal of Business Communication, 54(3), 283–305.

Watkins, B., & Smith, S. A. (2021). I want to work there: How public relations agencies communicate organizational culture and identity on Instagram. Journal of Communication Management, 26(1), 58–83.

Xiao, Y., & Watson, M. (2019). Guidance on conducting a systematic literature review. Journal of Planning Education and Research, 39(1), 93–112.

Yaghtin, S., Safarzadeh, H., & Zand, M. K. (2020). Planning a goal-oriented B2B content marketing strategy. Marketing Intelligence & Planning, 38(7), 1007–1020.

Yanuar, D., Azman, Z., Nurrahmi, F., & Kamara, F. (2021). Penggunaan viral marketing di Instagram untuk meningkatkan brand awareness. Ultimacomm: Jurnal Ilmu Komunikasi, 13(1), 145–168.