June 23, 2016
With 50% of Instagram users following business on Instagram, and 60% learning of and finding new products through Instagram (TechCrunch), the need for businesses to set themselves apart on the social media platform has been loud and clear for a while now.
Instagram took note, having polled and interviewed thousands of small to medium sized business owners using the app, and will soon be rolling out Business Profiles and a few tools meant to directly help businesses to “stand out, get insights, and find new customers (Instagram).”
Soon a subset of Instagram users will be able to upgrade their accounts for free to business accounts, which in turn will unlock the new features. Only businesses that have a designated business page on Facebook will be able to move to the new business account at the moment.
The most recognizable feature to users will be the ability to call, email or get directions to the business, if applicable, right from the Instagram app with a tap of their finger. This feature was one of the most requested from business owners.
One of the more internal updates that many businesses are excited about are Insights, or analytics. Aside from third party apps and programs, there has yet to be a way to track performance and engagement on Instagram through the app itself. These new insights will be accessible directly through the Instagram app for business profiles.
Businesses will also have access to details like their audience demographics, such as age, gender, location, as well as top posts, engagement and performance of posts.
Meant to couple with the Insights tool, the new mobile ad creation, or Promote, tool, is a quick and easy way to create Instagram ads directly through the app. Users will pick an already well performing post, and with the click of a few buttons and suggestions from the app, have an ad ready to go in a matter of minutes.
I don’t believe this should replace the Ads Manager or Power Editor through Facebook, but it is a handy tool to have at your fingertips.
Business profiles are set to roll out “in the coming months” in the U.S., New Zealand and Australia and will be worldwide by the end of the year. What do you guys think? Will you make the switch to a business profile as soon as possible, or do you think you’ll hold off a bit? I’m interested in hearing what you think!
Until next time,