Instagram meets needs of 200,000 advertisers with business profiles and new tools

The photography app has proven its worth as a marketing tool, having reached 500m users in June. For comparison, that’s almost 200m users than Twitter’s 313m users – despite launching four years later.

Since being acquired by Facebook, Instagram has introduced various features to grow its user base and generate revenue, which has resulted in 200,000 companies now advertising with the app.

To build on that figure, Instagram has now enriched its service to support UK businesses with three new updates:

(1) Business profiles: This will provide transparency to users, making it clear that the business is authentic. There will also be a “contact” button for direct business-to-consumer communications.

(2) Insights: Insights will inform businesses whether the Instagram activities they’re engaged in are working or not, with data broken down in a simple format.

(3) Promote: Using Facebook’s targeting and measurement function, companies will be able to determine how well a post is performing and promote it accordingly.

Neil Waller, co-founder of small watch business Shore Projects, noted that he found the free Insights tool particularly useful as they allow him to see exactly who is talking about the brand in terms of location and age.

He added: “We have also seen an increase in enquiries since getting a business profile, as the contact button makes it really easy for customers to get in touch. This has the potential to make a real impact on our business.”

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The changes to Instagram have been made based on feedback the social network received from companies using the app, with challenges they face taken on board in order to develop tools to make a difference.

“Small businesses have been a key part of the Instagram community since the start, and now they make up the majority of the 200k businesses that advertise on our platform today,” said Amy Cole, head of brand development EMEA, Instagram.

“That is because Instagram makes it easy to connect with a relevant audience, anywhere in the world when they’re in a key mind-set of discovery. Small businesses are some of the most creative and innovative in our community and it’s incredible how many businesses have grown using the platform.

“With Business Tools now available across Europe, it will be even easier for small businesses to get insights, connect with new customers and promote their favourite posts straight from a mobile device.”

Instagram was a key piece of the puzzle that took personal trainer Joe Wicks forward to become business sensation The Body Coach.

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