Digital advertising has found a home on a number of platforms, and it looks like the next platform on this list will be Instagram. Many of us think of Instagram as a merely social platform, but this is about to change. Instagram will now add an option for business profiles, which will include some of the key analytics that help businesses know the reach of their social media posts.
Instagram has never before given users the opportunity to find out exactly how many people have seen their posts. Up until now, users know how many people follow their Instagram account, but they don’t know who is checking their feeds after the photo or video is posted. They also don’t know how many other people come across it through a profile page or the Explore tab. However, brands will soon have a lot more information at their fingertips.
Instagram’s new tools for businesses will include business-specific profiles. Brands that use these profiles will be able to track how many times their posts have appeared on people’s screens. Instagram will be reporting impressions rather than views. Brands will be able to view how many times their organic photos and videos appeared on someone’s screen. They will not know, however, whether users actually paid attention to the post or just scrolled past it.
Brands will have the opportunity to see the total number of impressions of their cumulative posts, as well as breakdown for the photos and videos with the most impressions. The breakdowns include the number of impressions and engagements a single post has received.
Instagram’s changes will not only benefit businesses by way of impressions. Businesses will also be able to get a better look at their audience. The insights tool will break down the follower base of a brand according to age, gender, and location. The insights will also provide hourly and daily looks at how many new followers a brand has gained.
In order to get these data analytics on your Instagram account you will need to convert your Instagram account to the service’s business-specific profile. These business profiles have been talked about since March, and a number of businesses are excited to see this plan come to fruition. In the next few months, Instagram will be rolling out business profiles as a free option for businesses in the US, Australia, and New Zealand. But the end of the year, this phenomenon will expand globally.
These business profiles are essentially Instagram’s version of Facebook’s Pages. This is not surprising since Facebook is Instagram’s parent company. The conversion to business profiles will be free, and it will add a contact button to the account’s profile page. This contact button can be used to call, text, or email a business or get directions to its location.
Beyond the insights tool and the contact button, business profiles have an additional perk: advertising opportunities. Once a brand converts to the business profile, the brand will be able to turn an organic post into an ad without leaving Instagram’s app. All a business will need to do is choose a post and add some sort of call-to-action button. Then, they’ll need to specify the target audience, or let Instragram do the work of choosing a target audience. According to Instagram, businesses will be able to promote a post as an ad for however long they want.
Instagram is no longer just a platform for individuals who want to take fun photographs. Businesses are now using Instagram, and Instagram is catching on. The new business profile feature will drastically change the way that businesses utilize Instagram.