The study extends the literature on B2B social media marketing by providing a of a technology professional’s Instagram strategy, highlighting the role of personal branding in demystifying enterprise software.
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This paper investigates how a technology professional, , leverages Instagram—a platform traditionally dominated by visual lifestyle content—to promote and discuss GoAnywhere , a managed file transfer (MFT) solution. Using a mixed‑methods approach that combines quantitative content analysis of publicly available Instagram posts with qualitative discourse analysis, we examine the frequency, framing, and audience engagement of Bolsh et al.’s social media activity. Findings reveal a strategic blend of personal branding, educational storytelling, and community building that challenges conventional notions of B2B marketing on visual‑first platforms. The study contributes to the emerging scholarship on “social media for enterprise software” and offers actionable insights for technology marketers seeking to humanize complex products. The study extends the literature on B2B social