Instagram has announced a suite of business tools that enable companies to exploit the reach of the photo-sharing social network.
The Facebook-owed company explained that some niche businesses have successfully raised awareness of products and services through Instagram, which has in turn prompted more companies to join the social media site.
“With so many companies using Instagram, and many people on the platform interacting with them, there was a desire from our business community to do more. So we listened. And after hundreds of interviews with businesses, three key needs became clear: stand out, get insights and find new customers,” the company said in a blog post.
The resulting Instagram Business Tools suite allows firms to set up business profiles on Instagram so that they are recognised as commercial entities that people can contact, as well as gain information on their followers and the posts that resonate most with them.
Another tool allows companies to promote a business by turning Instagram posts that have performed well into adverts in the social network's app, which Instagram says will help them connect to more customers.
Users of the promote function can also select a target audience or allow Instagram to carry out the targeting for them. Once the audience has been established, users can define how long the post is promoted as an advert.
Instagram Business Tools will roll out in the US, New Zealand and Australia in the coming months and will be extended to other regions by the end of the year. There is no fixed date for when the tools will reach the UK.
Adding business tools to Instagram suggests that Facebook is attempting to find more ways to boost revenue for the photo network. The company is pursuing this with business services for the Messenger app, and building out the core social network from a service into a multimedia platform.
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