Instagram has unveiled a range of new business tools to help brands and enterprises to boost their engagement with followers and find new customers. The social media platform claims that the arrival of analytic insights and business-specific profiles will enable publishers to “create more relevant and timely content.”
Currently, brands do not know how many people are actually viewing their news feeds when a video or photo is posted or engaging with content when using the Explore tab or visiting a profile page. This will now change with the introduction of “Insights,” which will provide businesses with actionable information on which posts resonate more with users.
Brands will now be able to track impressions counts for the posts they make and see a further breakdown of three key metrics for the content that was the most popular with users. The Insights tool will also track follower activity on an hourly basis and provide an overview of followers based on age, gender and location.
To get access to this new treasure trove of information, brands must make a business profile for free. The business profile allows enterprises to set up a new “contact” button so that customers can get in touch by either calling, texting, or emailing. It also unlocks the ability to gain insights and use the new “Promote” feature.
“The ability to promote lets you turn well-performing posts into ads right within the app – helping you connect with even more customers,” Instagram said in a blog post. “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.”
Instagram added that the new business tools will make it “much easier” for enterprises to thrive and grow. These new major features are set to roll out in the US, New Zealand and Australia during the next few months before a wider launch takes place in regions across the globe by the end of the year.