Posted on June 1, 2016 by staff

Instagram to integrate business features into app


Instagram has just announced the launch of a new service aimed to enable businesses to monitor and maximise activity.

‘Instagram Business Tools’ will allow select users to view performance metrics and promote posts directly via the photo- and video-sharing app.

The service is now available in the US, Australia and New Zealand, and scheduled to come to the UK as it reaches global markets by the end of the year.

It was initially intended for small, independent companies but Instagram’s global head of business and brand development James Quarles sees the service appealing to a wider audience.

“We built [the tools] for a smaller business, but we think that larger businesses will use these tools when they’re on the go,” he said.

“This is useful for business of all sizes.”

The new service allows businesses to launch entire advertising campaigns from within the Instagram app.

Users can set budgets, target markets, campaign durations and add a hyperlink command.

In-depth analytics – dubbed ‘Insights’ – will also feature in a dedicated toolbar, enabling companies to closely monitor the reaches and relevance of their activities.

Another feature, ‘Business Profiles’, will allow users quick access to business information, such as maps, category types and a ‘Contact’ button for direct enquiries.

Quarles added: “Why would a small business want to grow on Instagram?

“It’s two things: the visual nature where you can express experience and personality, and then there’s the interest graph of what people’s passions are.

“It’s the ability to put something visually striking in front of the right person.”

Currently, the only businesses eligible for the service are those with official brand Facebook pages, which are transferred over to the Instagram mobile app.