Instagram confirms new analytics and post promotion features

Instagram confirms new analytics and post promotion features Rachael Power writes for TechForge Media, writing about marketing tech, connected cars and virtual reality. She has written for a number of online and print titles including the Irish Times, Irish Examiner, accountingWEB and BusinessZone. Rachael has a passion for digital marketing, journalism, gaming and fitness, and is on Twitter at: @rachpower10.

Instagram has officially launched new tools for businesses, including new business pages and Insights, its analytics offering. 

The tools will be rolling out firstly to US, Australia and New Zealand over the coming months, and will be available everywhere by the end of the year.

The official announcement wasn’t entirely unexpected, after screenshots of the features were released last week. 

Business profiles

Business profiles are a free feature, and users can determine how they want customers to get in touch with them. The options are call, text or email, which work by tapping the ‘contact’ button. It also features the ability for customers to get directions to where you’re based.



Business profile users have access to Insights, Instagram’s analytics tool.

Under this you can expect the usual stats information – demographics, behaviour, best performing posts, times of day and more. Given there’s currently no real way to determine this other than personal intuition, it’s a definite step forward. 



And if you see a post that’s performing well, you can turn it into an ad within the app by adding a ‘take action’ button to the existing picture.

You can select a target audience, or let Instagram suggest one for you and run the promoted post for any length of time.

According to Instagram, the upcoming features were as a result of “hundreds of interviews” with businesses which produced three key needs: to be able to stand out from the crowd, received analytics and reach new customers.

These tools will be useful to everyone from smaller businesses to marketing departments of larger brands; Insights is perhaps the most interesting and useful feature out of the lot. Promote is handy, too, and saves time on creating ads – but make sure you’re not overloading your audience with the same posts. 

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