Although Instagram has become an important tool for businesses, until now, many just crossed their fingers and committed to the social network in good faith - most businesses didn't have the tools or data to prove that Instagram was actually achieving business results. Now, Instagram has confirmed plans to introduce three new tools with businesses in mind:
If an account chooses to be recognized as a business profile, the account will display various options for contacting the business: call, text, or email. This is an important update for brands who rely on social media for inbound requests - as every community manager knows, it's nearly impossible to keep track of the comments on Instagram unless you have a third-party tool, which typically comes with fees.
Businesses will now have powerful metrics at their fingertips, that will provide actionable insights like follower and post data. With this information, businesses will begin to understand who their followers are and which content is resonating the best.
Right within the Instagram app, businesses will now be able to promote content that is performing well organically. Here's what Instagram says in their release: "Simply pick a post you’ve already shared on Instagram and add a button encouraging people to take action. You can select a target audience or allow Instagram to suggest targeting for you. After that, your post will be promoted as an ad for any length of time you choose."
Promotion within the app sounds limited, and won't likely have the intricate features that you'll find through Facebook's Power Editor. Still, this new update might be well-suited for small businesses who don't have the resources to manage ads in something more complex.