Why Instagram & Co. Make Sense for a B2B Trade Fair
The world’s leading trade fair for organic food and the international trade fair for natural cosmetics – BIOFACH and VIVANESS – have always been B2B events. So why use B2C channels for communication?
Instagram and Facebook are typically associated with B2C social media. While B2B topics are theoretically better suited to LinkedIn & Co., NürnbergMesse deliberately takes a multi-channel approach – including these two “lifestyle” platforms. The goal? To enhance attractiveness and build customer loyalty. After all, the exhibiting brands and associations are also active on Instagram & Co. and appreciate the dynamic interaction with the international trade fair duo. At the start of the year, modem conclusa took over content creation for the fair, including influencer collaborations. Alongside a testimonial and video campaign, this primarily involved live communication during the event, on-site influencer support, and pre-production for year-round content – covering the period between the 2023 and 2024 trade fairs.
In the run-up to the fair, during the event, and in the days that followed, Instagram saw the highest level of engagement. Thanks to a well-structured editorial plan, most of the post copywriting and approvals were completed in advance. Community management and overseeing tags in stories, posts, and reels became a full-time task. Meanwhile, three film and photography teams were on-site, capturing content for both live communication and year-round social media activities across LinkedIn, Instagram, and Facebook. The integration of influencer content was coordinated live and on-site, ensuring seamless engagement across all channels.
Advantages of Live Communication at Trade Fairs:
- Low interaction barrier for both visitors and exhibitors
- Rapid increase in reach and follower numbers with high-quality content and attentive community management
- Shared stories are perfect for storytelling and engaging with exhibitors and visitors.
For year-round communication, our goal is to position BIOFACH and VIVANESS not only as platforms but also as knowledge hubs. In addition to inspiring impressions that spark curiosity, we use informative posts to educate audiences about the organic food industry and the natural cosmetics sector. A new, cohesive visual identity, aligned with the trade fair duo’s CI, provides a consistent framework – an essential feature for visually driven platforms like Instagram, Facebook, and LinkedIn. With such a wide variety of topics and imagery from different exhibitor worlds, a recognisable look is a must to attract attention (and likes).
For us, the fair lasts all year round. Not for you yet? Then follow @biofachvivaness on Instagram, Facebook , and LinkedIn.
