Businesses have been using Instagram as a way to build their audience and connect with customers for a while now without too much insight on how their content is performing. But soon, they’ll be able to dive way beyond total likes and views.
Instagram has officially announced the launch of its tools for business users, including new business profiles, analytics and the ability to create ads from posts directly within the app.
The Facebook-owned company worked with hundreds of business users to understand what was needed to enhance their Instagram experience, and three key needs became clear—stand out, get insights and find new customers.
Most importantly, they found that businesses want the ability to stand out on Instagram. Secondly, they realised that businesses needed more insights into their post-performance. During their research, a retailer in Austin explained that many analytics are overwhelming and hard to apply to its marketing. And third, businesses want to reach even more customers.
With these insights in mind, the company developed new Instagram Business Tools and we’d love to share what’s coming with you.
Let’s jump in!
Business profiles are a free feature for accounts wanting to be recognized as a business on Instagram. As noted previously, brands with a business profile can choose how they want their customers to get in touch with them: call, text or email with a tap of the contact button as well as get directions.
Business profiles will only be open to those who already have a Facebook Page for their business. Instagram’s Global Head of Business and Brand Development, James Quarles explained the reasoning behind this decision to TechCrunch: “In doing that, it gives us the payment credentials, as well as if they want to prepopulate some of the information like their street address, the phone number, and the website.”