Instagram Business Pages: should you upgrade your account?

Instagram Business Pages are here and they stand to change the way you use the world’s favourite photo-sharing app.

Instagram Business Pages

Instagram Business Pages are here and they stand to change the way you use the world’s favourite photo-sharing app.

As a business, you’ll be given the chance to convert your standard account into a business page – and that comes with a number of nifty perks.

Such as these…

Insights into performance

Goodbye hit-and-hope Instagram marketing, hello lean mean performance data.

Instagram Business Pages offer detailed analytics to explain how your posts perform. That includes reach, number of impressions, top posts and engagement as well as more nuanced data such as the age, gender and location of your audience. This key intel is available for each post and as a weekly summary.

It’s a significant development. By learning more about your post performance as well as the demographics of your audience, you can tweak your strategy to suit: finding ways to attract a more on-brand audience, or adapting the type of content you post to better engage with your existing followers. Instagram’s data could even help to influence your wider marketing strategy.

Encourage your audience to make contact

Instagram is great for sharing visual content, not so hot for good old words. Bag your Instagram Business Page and your profile page will include a contact button. When your visitors tap it, they will be given the option to call or email your business. Visitors can also opt to receive directions to your business via a map overlay – particularly useful if you are a local shop trying to boost exposure and footfall through social media.

Promote your posts, reach new prospects

Last but not least, business profiles unlock the ability to promote your best posts. Within a matter of taps you can pay to promote your content to recommended demographics and reach users who don’t follow your account. In effect you can turn your snaps into ads, directly within the app.

Smart, simple, speedy. But worth it?

Most likely. Instagram’s figures show that at least half of the app’s 500 million monthly active users follow a brand – and 60% learn of a brand or service through the app. There’s a big audience out there…

By businesses, for businesses

While developing Instagram Business Pages, the social network canvassed hundreds of businesses to gain insight on what its users wanted. The new tools are designed to satisfy the most urgent needs – to understand existing audiences and make it easier to reach out further. But expect more tools to be rolled out over the coming months as Instagram grows into the business side of things.

How do you get started?

First, the good news. Swapping to a business profile is free. The slight drawback is that you need a Facebook page for your business to make the change. Those are the rules. That may seem needlessly exclusive if you are a non-Facebooker. But it will help to make sure that the nifty new tools are reserved for those with genuine commercial interests, rather than people trying to broaden the reach of their of their pouting selfies.

That’s a good thing, no?

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