In Trends

Instagram plans to give retailers new analytics tools

Facebook Inc.-owned Instagram today launched Instagram Business Tools, which give retailers and other business more ways to interact with and understand their customers on the social network. Not surprisingly, there’s also a tool that makes it easier for a merchant to pay to turn one of its posts into an ad.

“With so many companies using Instagram, and many people from our community interacting with them, there was a desire from our business community to do more,” the social network writes in a blog post. “So we listened. And, after hundreds of interviews with businesses, three key needs became clear—stand out, get insights and find new customers.”

The tools center around business profiles. Retailers and other businesses can make their Instagram account a business profile, which gives the user access to analytics information and lets it pay to promote its posts. Retailers with business profiles also can choose a preferred method for consumers to contact them when they tap the Contact button: phone call, text or email.

The new features also let retailers and other businesses examine such information as how many consumers saw a particular post and how many clicks to a website resulted from a post. Retailers also can use the analytics tools to look more broadly, such as how many consumers have seen the brand’s posts during the past month.

Instagram plans to roll out the new tools in the U.S., Australia and New Zealand in the next few months, and in other countries by the end of the year.

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