At the end of May this year, Instagram announced its highly anticipated business tools including analytics and the ability to turn Instagram posts into ads right within the app. But with these perks came one drawback that left users wondering if they were willing the make the switch after all. To have access to these new Instagram Business features, users had to roll over to a business profile. This change lets Instagram users call businesses, get directions or visit their website from the app.
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For business owners and social media managers alike, Instagram analytics were long awaited and were a very welcome addition to the app. The Insights tab on Instagram Business provides information on which posts receive the most reaction and helps businesses learn more about the behavior and demographics of their audience. This will ultimately help businesses hone in on the most relevant and timely content for their users.
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One last major benefit of Instagram Business to mention before moving onto whether or not you should make the switch is the in-app ads management. All you have to do is pick a post that has already been published and has been performing well, add a call to action button and either let Instagram choose your audience or you can refine your audience. The post will be promoted for as long as you choose, and like other ads, the amount spent and the audience targeting reflects performance.
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As of right now, only businesses that have a Facebook business page will be able to convert their Instagram account into one for a business. As Instagram Business becomes more widespread, they might begin to introduce testing for verified accounts and users with extremely large followings, but that is on hold for now.
Now it’s time to see if your business and Instagram Business are a good fit. If you’re a small business like a local restaurant or a retailer, making the switch is probably a great idea! Businesses that have a physical location can really put the new Contact button to use. Users trying to get in contact with your business can just click that button to have your location, phone number and website at their fingertips.
Instagram’s new algorithm rolled out around the same time as they introduced Instagram Business. While it had a lot of users frustrated that their feeds were no longer in chronological order, switching your account over to a business profile might actually be able to help the performance of your content, especially if it is used alongside the new analytics tools.
Feel out your business and your audience to see if you think Instagram Business is right for you. Good news can be found in the top right settings gear in your Instagram app. If you’re not feeling the change, click the little gear and tap Switch Back to Personal Account to undo the switch. If big decisions aren’t your thing, let us help you and your business on Instagram!
