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Instagram Introduces New Tools for Marketers

Posted by Molly Geipel on June 13, 2016 at 9:00 AM

Good news, marketers! Instagram is making it easier to advertise. They’re now developing features to make marketing on Instagram similar to Facebook, whose suite of advertising tools and insights have become the gold standard of social marketing.

 

If marketing features feel long overdue on Instagram, they are! Since being acquired by Facebook in 2012, developers have been working to unify their publishing experience for marketers. Last year saw Instagram introduce targeting capabilities similar to Facebook to increase brand advertising through promoted posts, but with the exception of promoted content, it remained impossible to differentiate brand profiles from personal users.

 

Now Instagram has paired these new features with an update to their feed algorithm moving from a purely chronological feed to being weighted by user engagement. According to an Instagram spokesperson interviewed by Re/code, additional changes will include: brand profiles, more extensive post performance data, and the ability to purchase ad space directly from a mobile device.

 

How Can This Help Your Company?

Brand profiles will have the greatest impact on brand-to-user experience. The new profiles will most notably feature a “Contact” button and a category listing under the brand title.

 

Previously there has been no good way for customers to get in touch with brands via Instagram. Without the ability to include links in captions or comments, the only option was to include a non-linked email address in your bio. Now users will be able to click the “Contact" button and choose between “Get Directions,” which will pull up an interactive map, or “Email,” to launch the user’s email app.

 

Including location data for businesses will improve discoverability through Instagram’s search function, allowing the app to sort brand pages according to relevant search queries and improve ad targeting based on user location.

 

These changes will no doubt have a significant impact on how brands connect with customers and advertise on Instagram. Have a look at some early case studies from brands taking advantage of these new features, and look for them to roll out to everyone in the next few months.


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Topics: branding, marketing, social media, digital advertising, instagram

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