Instagram this morning officially announced the launch of its tools for business users, including new business profiles, analytics and the ability to turn Instagram posts into ads directly from the Instagram app itself. The launch comes following a series of leaks and reports of the tools’ imminent launch, and largely confirms details we already knew — like how the profiles would be structured, and what sort of insights on posts and audience demographics would be available.
The company engaged with hundreds of businesses using its platform ahead of developing the tools in order to determine what needs were currently under-served. The business owners told Instagram they wanted better ways to help their profiles and posts stand out, tools that would let them understand their current and prospective customers and those that would help them acquire new customers.
This led to the creation of business profiles, Insights (analytics) and new tools to promote posts.
“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, explaining the need for a specialized set of tools for business owners. Plus, he adds, “fifty percent of people follow a business on Instagram, and sixty percent learn about products and services on Instagram.”
In the future, Instagram’s mobile ad tools may allow users to create different kinds of ads, like those that look to gather customer data for lead generation purposes. Plus, the company is thinking about ways it can “close the loop” when it comes to the ads’ performance.
“We would love to get to a place where we partner with [businesses] to try and track the traffic… a place in the future where we know someone has actually visited the store,” says Quarles.
Business profiles will roll out in the “coming months” in the U.S., Australia and New Zealand, and will reach all regions worldwide by the end of the year.
