After testing business profiles and some new data analytics features for a few weeks, Instagram officially released the new business tools on Tuesday. The business profiles allow users who already have a Facebook Page for their business to upgrade their Instagram accounts and gain access to a set of new features, which include a Contact button that allows customers to get in touch via phone call, email, or text with just one tap, as well as a map offering customers directions to the business location. The new analytics tool Insights offers business accounts a detailed look into whom their followers are and how their posts are performing. Moreover, business users can now turn regular posts into ads directly within the Instagram app, with options to select audience segments for targeting and the duration for promoted posts.
Why Brands Should Care
Instagram is making its platform increasingly brand-friendly by modeling its business-oriented products after its parent company Facebook, as it continues to vie for the massive amount of ad dollars shifting from traditional channels, such as TV and print, into social media. For brands with an established presence on Instagram or considering joining the photo- and video-sharing network, it would be smart to take full advantage of these new business tools to engage with users.