Written by Debbie Miller

June 28, 2016 at 1:53 pm

Instagram Business Pages are Here. So What?

[[updated October 25, 2017 with new data]]

It’s an exciting time in the world of Instagram as the photo-sharing giant recently debuted Business Profiles.

With this evolution comes new tools, new page layouts, and new analytics.

What do these updates look like and we do we get the most from them, you ask?

Here’s the scoop:

What’s Different with Instagram Business Pages?

Business profiles are now a free feature for accounts wanting to be recognized as a business on Instagram. That said, only those who already have a Facebook Page for their business will be able to convert their account.

While Instagram advertising is managed now via the Facebook advertising interface, there will be enhanced boosting options within the Instagram app now too.

If a post is performing well, Instagram will allow business users to turn it into a sponsored post within the app, by adding a “take action” button to the existing picture.

Instagram will suggest a target audience for the ad, but users will be able to select their preferred audience.

This concept is quite similar to Facebook’s boosted posts where a single post can be boosted and targeted to a specific audience.

Ease of Access

Another major change is the addition of “contact” details within the structure of profiles.

Now, with a business profile, businesses can choose how they want their customers to get in touch with them: call, text, or email with a tap of the contact button.

Users can also easily get directions through the app, too, adding to ease of being able to plan an outing without having to spend time jumping around to numerous apps.

How Do the Insights Work?

Business profiles also unlock access to insights and the ability to promote. These insights provide actionable information about who followers are and which posts resonate better than others—all from within the mobile app.

Like Facebook’s Insights, Instagram’s will feature metrics like top posts, reach, impressions, and engagement around posts, as well as more data on your followers like their gender, age, and location.

Instagram’s website has a variety of case studies surrounding brands that have utilized Instagram advertising in different ways.

By learning more about the behavior and demographics of your audience, you can create more relevant and timely content.

Instagram management tool Agorapulse

Of course, these Insights also align nicely with the data provided by platforms like Agorapulse that showcase a variety of data about your audience, top-performing posts, and more.


So What?

With these new business tools on Instagram, your business can now receive emails from customers saving valuable time responding.

A business can better understand its audience, tailor its content, and refine its marketing strategy—even beyond digital.

Are there any downsides to switching to a Business page? In October 2017, Social Media Lab ran an experiment on this very question. Here’s what they learned about switching to an Instagram Business page.

What new Instagram Business Pages features are you most looking forward to using?

Instagram business pages are here. So what?

Debbie Miller

Debbie has been working in digital marketing for over 7 years. She is the President of Social Hospitality as well as the Digital Marketing Manager for Restaurant365. She's written for a variety of Internet Marketing online publications including Search Engine Journal, Maximize Social Business, SEMrush, and Forbes. When she's not online, Debbie enjoys spending time with her spoiled dog children; watching movies; reading; and drinking copious amounts of coffee or wine.

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