Tuesday, May 31 – Instagram is getting serious about business. The social media site has officially announced new tools for business users. Recently, Instagram has been the center of tech headlines, as leaks of the features began circulating over the Internet. The Facebook-owned online media platform boasts of millions of monthly active users, which include business owners, celebrities, and online entrepreneurs.
Audience-centered Business Tools
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The new tools include improved business profiles, analytics, and a feature that allows users to turn their posts into ads directly from the Instagram app. The company aims to create a more audience-centered experience for business users, and have spoken to them in the process of developing the new features.
Business Profiles enables businesses to choose how their audience can contact them. The feature includes a contact button, which the audience can press to get in touch with the business via phone, email, or text. The feature will also include maps when applicable.
Insights on Instagram provides information about the business’ demographics, allowing for a more focused marketing approach. This helps business users create timely and relevant content for their audience.
The Ability to Promote feature lets users pick a well-performing post and turn it into an ad by encouraging the audience to take action. The owner may choose an audience, or have Instagram suggest and target one.
Growing Number of Active Advertisers
“Instagram has been critical for brand exposure, dialogue with new and potential customers and being discovered by partners and retailers,” said Genevieve Monroe, Instagram user and CEO and Co-founder of handmade accessory business Jackson and Hyde. Instagram claims that Monroe shares the same sentiments as other companies that have used the site as a venue for establishing a solid brand identity and following.
The company says that the growing number of active online advertisers is the reason behind the launch of the new tools. “We’ve grown to 200,000 active advertisers on Instagram, and the vast majority of those are small to medium businesses,” says Instagram’s Global Head of Business and Brand Development, James Quarles.
Quarles added that “fifty percent of people follow a business on Instagram.” Sixty percent find out details such as products, services, and events through the online platform. He expressed his excitement in helping more businesses keep track of their traffic through these tools.
Instagram is set to roll out Business Profiles, Insights on Instagram, and the Ability to Promote to the US, Australia, and New Zealand “in the coming months.” The company says they will be available around the world by the end of the year.