The long, long overdue Instagram update for businesses is finally here! With it comes new features and capabilities equipped to make the lives of social media professionals easier. Instagram heard the cry from their business community to do more and interviewed hundreds of businesses to pinpoint the key needs. The result?
Instagram Business Tools.
Here’s everything you need to know:
- Business Profiles. Businesses now have the free option to switch to a business profile, allowing them to stand out on Instagram. With a tap of the new contact button, customers will be able to interact with brands outside of the app. Businesses can determine how customers can get in touch with them by adding call, text or email capabilities along with directions.
- Insights. For the first time ever, Instagram now provides businesses with access to actionable information on post-performance and follower demographics. These insights are essential for brands to create more timely and relevant content.
- Promoted Posts. Users now have the ability to promote already existing posts from within the app. This not only allows businesses to reach users beyond their current fan base but also select a target audience and a call to action.
There’s still work to be done.
At first glance, you might think this new tool is every social media professional’s dream, but look closer. From a community management standpoint, the update does not solve some ongoing issues. The current settings make it nearly impossible for businesses with thousands of followers to catch every notification, hindering the opportunity for brands to resolve customer complaints. While the access to insights is great for businesses, the information is basic and advanced data is not provided.
Although this new tool for businesses is a great start, Instagram still has a long way to go in meeting the expectations of advertising professionals everywhere.