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Picture Perfect: Instagram’s latest update to capture businesses’ attention

Instagram has primarily been known for its powerful visuals, beautiful galleries and, let’s face it, funny memes. However, with its latest investment in business tools, small businesses are set to see real results from using the app.


According to Instagram around half of its 500 million monthly active users now follow a business on the platform and 60 percent say they have learned about new products this way.


Last week, the photo sharing app launched Business Profiles for its 200,000 advertisers, with this group primarily made up of small businesses.


So, how will this latest update help businesses target audiences more effectively? One of the main benefits is the insights tool, which takes away the perplexity brands sometimes experience when it comes to measuring the return on investment of uploading an image or video clip.  


This insights tool will, much like Facebook, provide reports on user engagement, the demographic of followers and will also allow brands to turn popular posts into adverts with the click of a button. The latter is particularly beneficial for businesses with smaller budgets, enabling them to effectively try before they buy. This ability to see if content is actually working well offers small businesses the opportunity to be more agile in making changes to capture their audience’s attention.


As well as this insight led change, Business Profiles will be categorised by industry and a new contact button has been introduced to bring users and businesses closer together. This will also allow users to make a quick decision as to how relevant the profile is to them, meaning that analytics will be much more reliable and accurate.


This categorisation by industry signals that Instagram isn’t just for fashion brands showcasing their latest collections; trade and B2B organisations can also benefit. The implementation of Business Profiles could work particularly well in the construction industry. For example, a short video tutorial on how to build or install a product could click through to the product page on the company’s website, providing insights into which content works best and helping to drive sales.


American Express is one business taking Instagram by storm. Although it is a financial services company, it has shown that there are still ways to bring brand personality to life. The company’s 130,000 followers get an exclusive insight into the events that Amex has sponsored and can see user-generated content of experiences that have been made easier by using an American Express card.


This is a landmark moment for any businesses that have historically been tentative about the platform. I think Instagram is for everyone, whether it is a beauty brand, a food and drink business or in the built environment sector. We all have stories to tell, and images and videos are just another way to do it.


No matter what industry you are in, keeping up-to-date with social media developments is crucial and can open new avenues to market. So, what will your profile say about you?





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