Instagram launches a ‘contact’ button linking consumers with brands

Instagram has expanded its offer for advertisers by launching an insights tool and a ‘contact’ option for business pages as it continues to shape its ecommerce offering

In a bid to improve the features on offer for its 200,000 advertisers, Instagram has today (August 15) launched unique business profiles – which includes features such as a contact button so customers can reach out with queries directly to brands – and an insights tool.

By adding business profiles, Instagram is hoping to make it more obvious to users which accounts constitute as businesses. By signing up for a business profile, brands can also choose how they want their customers to get in touch and a ‘contact’ button will link directly through to a phone number or email address.

Instagram is also expanding the data it provides to advertisers. Its new Insights tool will give brands and marketers more information about the personality of their followers and advice on which type of posts will resonate best with their core audience.

The Facebook-owned photo sharing social network is also adding a ‘Promote’ tool for brands. It will mean popular posts can be promoted and placed higher in user feeds.

“We want to make Instagram work even better for small businesses, so we listened carefully to their feedback to understand challenges they face, and the tools they need to drive real business results,” said Amy Cole, Instagram’s head of brand development for the EMEA region.

“And with Business Tools now available across Europe, it will be even easier for small businesses to get insights, connect with new customers and promote their favourite posts straight from a mobile device.”

Online stylist brand Grabble was one of the first businesses to beta test the new Business Tools. And, speaking to Marketing Week, its head of marketing Jack Rogers says the new features will allow brands to better engage with customers.

“The insights from Instagram’s Business Tools have had an immediate impact on our content strategy, and will likely influence our approach long-term. We’d always thought the majority of our audience was female, so we’ve tended to post female-focussed content,” said Rogers.

He added: “However, the insights in Instagram Business Tools have shown us 21% of our followers are in fact male. So we’re going to trial some new content. It’s great to have a tool which gives us instant insight, direct from the app,” said Rogers.

“With a business profile, it’s also a smoother process for customers to get in touch – everything is in one place so they don’t have to go elsewhere to look up our details. Everyone in our team now has access to the new tools – including Promote. It means we can react quickly to well performing content and instantly boost it to a wider audience.”

The new features follow the recent addition of ‘Instagram Stories’, a feature Instagram has admitted was inspired directly by rival Snapchat.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here