Addressing a need for business tools, Instagram this week added products that will help companies on the platform target specific audiences and measure engagement.
In February, Instagram said it had attracted over 200 000 advertisers in the five months since it opened the service to all businesses, with two-thirds of its advertisers residing outside the US.
However, there are thousands of companies that use Instagram to sell their products but do not necessarily advertise on the platform.
"After hundreds of interviews with businesses, three key needs became clear: [the need to] stand out, get insights and find new customers," Instagram said in a statement.
Three new features will address these: business profiles, insights and promote. They will be available to all businesses on Instagram, although it is unclear how the company will differentiate profiles from personal accounts.
"Business profiles are a free feature for accounts wanting to be recognised as a business on Instagram." The new profiles will feature a contact button with a choice of call, SMS or e-mail.
Having a business profile gives users access to the insights and promote features.
"Insights on Instagram give businesses actionable information about who their followers are and which posts resonate better than others ?all from within the mobile app," says Instagram.
Promote allows a business to turn well-performing posts into adverts.
"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."
These posts will be promoted as an ad for any length of time the business owner chooses.
Business profiles, insights and the ability to promote will roll out in the US, Australia and New Zealand in the coming months, and will be available in all regions globally by the end of the year.
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