Instagram for Business: All you should know

Denis Damjanović

Switch your account to Instagram for Business in a couple of quick steps and learn everything about your posts, reach, conversions and target audience.

If you look at Instagram from Facebook’s point of view, it was just a matter of time before this network turned to business users. After they enabled advertising in the September of 2015, Instagram recently added an additional option with new features for brands – Instagram for Business. The ability to contact a company via phone or email is one of those features that will help brands to increase interaction and connect with followers, while the info about impressions, reach and time each follower spends on Instagram enables brands to create a more personalised approach, as well as more accurate advertising.

Why you should switch your account to Instagram for Business

Instagram’s business profile gives you a couple of new features, like adding a contact button, getting information from insights and sponsoring posts through the app itself. Until now, post insights could only be seen by using third-party tools, while sponsoring was done exclusively through Facebook.

How to switch your account to Instagram for Business

If you think Instagram for Business is for you, install it and see what it offers. The process of switching to a Business profile is very simple, it only takes a few steps.

  1. Go to your profile and click on Options.
  2. Choose the Switch to Business Profile option.
  3. A new window will open in which you should choose the Connect Your Facebook Page, log in and select the page you wish to connect the Instagram profile with. In order to connect, it is necessary that you are the the Administrator of the Facebook page.
  4. In the Set Up Your Business Profile window add the necessary information and click Done.

We’ve also prepared the visual step-by-step guide for you:
Click Options in the bottom right corner and select the Switch to Business Profile option. Once the Instagram Business Tools window appears – click Continue.

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Select Log In with Facebook. If you’re already logged in,  you will have to enter your access data. Select the Facebook Page you wish to connect with the Instagram for Business. Fill in the data about your business. A user can see this data when he clicks on the Contact button.

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The process is done! All you are left to do is test all the options Instagram for Business offers.

Contact Button

The first thing you can notice after switching to business account is that the description has been expanded and that you can put additional information, like the type of business (in this case it’s Shopping/Retail) and the address. By clicking on the contact button, a popup opens and gives you the option to CALL, EMAIL and GET DIRECTIONS.

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The call option will enable you to contact a brand via phone, while the email option opens a new mail on Gmail or any other email client you’re using. If you click on “Get directions”, Instagram will connect to Google Maps and show you the nearest way to a brand’s location.

Contact options are editable, all you have to do is return to your profile homepage, tap on Edit profile and then on Business Contact Information. On this page you can change existing or add new information. The fields you leave empty will not appear to users when they click on your contact button.

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Insights

Instagram’s Insights are easy to use and it gives you the information about Impressions, Reach, Engagement and Followers. It’s rumored that, in time, Instagram will extend the options available in Insights, but for starters this is more than enough.

If you want to enter the Insights page, click on the graph icon in the upper right part of your home screen.

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The second category is about top posts. Here you can see your most successful Instagram posts based on the number of impressions, from the highest to the lowest. You can also open each individual post to get a more detailed overview of the available information. Do it by clicking on the post itself and then on View Insights. That way you’ll get info about post impressions, reach and engagement.

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The Followers category gives you information about your followers, their activities on Instagram, their gender, age and location. You can access all of it by clicking on See More in the right corner.

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There’s the total number of followers on top, a graph with gender representation right below it and age categories on the bottom. You can also see your followers’ locations – countries or cities they’re in. The last part of the Followers category is a “whale diagram”, the same one that’s available on the main Insights screen, but this time, you can also see users’ weekly activity by days and hours. This activity info can help you to determine the perfect time to publish your posts.

Post promotion

The third large feature Instagram added was the ability to promote posts via the application itself. Until now, you could only do it by using Facebook’s Power Editor or Ads Manager. This new option enables you to promote a post in a couple of steps, but there are currently only two objectives available – Clicks to Website and Call or visit your business. Even though promoting posts through the Instagram app shortens the entire process, using Facebook for Business’ Instagram placement is still the better option. Well, until Instagram decides to add new advertising options.

If you want to promote your posts via the Instagram application, all you have to do is click on the published post. After that, click on Promote, add a Call to Action, choose your Target Audience, set a budget and choose the duration of the ad.

The only drawback is that this option is still not globally available. Instagram is in the process of a gradual rollout, so there’s a chance you might not be able to use the option at this time. Instagram has officially confirmed that this option will be fully available in the future, and has asked the users for patience.

Instagram for Business – pros et cons

Instagram for Business has introduced innovations which will benefit brands who’s profiles will from now on differ from the regular users’ profiles.

All of these changes of course, have their supporters and opponents. Here’s why.

Marketers who think brands should stick with regular profiles believe that Instagram is headed the same way as Facebook with its Pages for brands, and all brands on Instagram will at some point need to switch to business profiles. They recommend using regular profiles until an official proclamation from Instagram because of greater reach and engagement.

However, there still isn’t a quality study of the comparison between engagement and reach of personal and business profiles.

Supporters, on the other hand, claim that Instagram for Business is an excellent move as it gives a dose of professionalism and distinguishes them from regular users. Besides that, it offers more options of promotion, better insight into Insights and more contact options for a better communication with users.

What are your first impressions about Business profiles? Have you already tested them? Share your experience with us. :)

 

Author

Denis Damjanović

Amazingly chill and quiet only while pondering about wide world of digital advertising. Also known as a voluntary therapist after his work hours for his colleges. Loves Russian culture, Judaism and Coca-cola Zero.

All stories by Denis

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