Why Your Business Should Use the New Instagram Business Profile
In a recent trend of changes mirroring Facebook, Instagram is essentially releasing their own version of Facebook’s brand pages. A slew of business features are arriving with Instagram’s new and aptly named business profile, and with good reason. According to Instagram’s Global Head of Business and Brand Development, James Quarles said “fifty percent of people follow a business on Instagram, and sixty percent learn about products and services on Instagram”. With the business profile update launched on June 4, businesses should absolutely be taking advantage of the newly enabled access to “insights”. Social Media Examiner does a great job on showing how to setup an Instagram business profile here. Lets dive into what features have been added and why your business should use the new Instagram business profile.
Introducing the Contact Button
The business profile doesn’t try to reinvent the wheel and it works much like a regular Instagram account. One key feature however, is the new “contact” button added to the top portion of the profile.
Before the update, questions and comments were often buried and lost under the comments section. And it was even harder to get followers to an external website. Of course, a work around involving short links in the description was developed by users to get followers to a site. But the contact button takes it one step further. It provides customizable contact methods. Including, email, phone number, and even GPS directions to your store.
Before, Instagram was purely for reputation building and increasing brand awareness but now it has the possibility to directly create conversions and bring followers closer to your brand or store.
Advertise Directly From the App
An additional feature exclusive for Instagram business profiles is you can advertise directly from the app. With the new “Promote” button, you can turn your best posts into ads. You can also promote it for as long as you like. On top of that, you can also personally choose which target audiences you wish to see the ad or you can let an Instagram choose a suggested audience for you.
Instagram has made turning your posts into ads incredibly easy.
Simply follow these steps to promote a post:
- Navigate to the post you wish to promote
- Click on the “Promote” link on the bottom left corner of the post
- Choose your “Action Button”
- Add your website page link, select your audience
- Select your payment option (you must have a Facebook Ad account setup already)
- Click “Promote” to finalize.
If you are a small business that needs to make adjustments quickly, promoting Instagram posts now couldn’t be easier.
Insights and Analytics
In addition to being able to reach your audience like never before, the business profile comes with a variety of features to analyze and learn about the audience you’re trying to capture. In the form of “Insights”, you can browse through the analytics of posts and follower activity within the app.
Insights offer multiple ways to understand the current audience and prospective customers. It also provides analytics for your profile’s posts and followers. The followers section lets you see their city and country location, their gender, and their age.
The gender ratio is represented on a pie chart and age ranges are displayed on a horizontal bar graph, with a sub category to see the ages of which genders view your posts.
This is the perfect aid for getting to know your demographic and crafting content specific to your target audience. The followers section even offers data on when your followers are online. Effectively, allowing you to pick the optimal time to post your content and reach the most followers. Then you can check your total followers in comparison to how many you gained that week. Which makes for a good progress report.
Among the post specific statistics, you can see the top posts for 7 day and 30 day periods. The total number of impressions (total views on your post) is also displayed as well. The 7 day and 30 day period viewing allows for useful short term and long term content comparisons, allowing businesses to experiment and see the lasting power of their posts. The other invaluable statistics under Insights include reach (total sum of views by new accounts on a posts), follower activity, and website clicks.
You Must Have a Facebook Page
When converting your Instagram profile into a Instagram Business Profile, you will need to connect it to your Facebook business page (if you do not have a Facebook page for your business, please create one immediately). Connecting your Instagram profile to your Facebook page will also aid in promoting your Instagram posts which we talk about further down in this article.
It might be clear by now that this new business profile is a direct response to the needs of smaller businesses. Instagram is now abundant with features to help growing brands. However, there are some changes that should be noted and expected. From non-chronological news feeds to its new business profile, Instagram has been following Facebook’s lead and we have every reason to believe it will continue to evolve as so. If you are a business or brand worried about how to navigate through Instagram's changes, keep your focus simple - focus on the content and it's value. With these new insights, you can create new content based on what the data is showing. Keep striving to create better content and you will most likely stay on the uptrend.