Everywhere you look, Instagram is gaining popularity, with more than 500 million active users posting over 95 million pictures and videos each day. Its rapidly-growing and engaged user base makes the social tool a great marketing platform for businesses, and today it’s even easier for companies to make Instagram part of their social strategy.
Instagram recently announced a new update, allowing companies to upgrade their account to a business profile. And while there’s some concern that business accounts could eventually get punished in terms of post reach (similarly to what we’re currently seeing on Facebook), there are new features that make the switch very beneficial. Plus, if accounts ever do become penalized, you have the option to switch back to a regular account any time you want. That’s a win-win.
The Benefits of a Business Profile
One of the most notable features of a business profile is the new contact button. A normal Instagram account gives you the option to link to a website, but the chances of a customer navigating to the contact page is slim considering the time and effort it takes to click through multiple pages of a mobile site. With this new button, customers can reach out with one click.
Business profiles also come with in-app analytics, allowing you to see insights on everything from impressions, to follower growth, to time-of-day testing. And if you’re running paid Instagram posts, you’ll also have the ability to do so right from the post directly, eliminating the need to promote the post through business manager.
Sounds great, right? Here’s how you set it up:
Open up Instagram. Once the business profile option is available, you’ll see this message at the top of your page.
You can click to learn more or skip to the icon in the top right corner (highlighted in the image above). Once you click that icon, you’ll see an option to switch to a business profile. Once you choose that option, you’ll be led to this screen:
Next, you’ll be prompted to log in with Facebook. This allows Instagram to connect to the ads manager. Once you’re logged in, your contact information will import based on what appears on your Facebook page. But don’t worry, if you want a different phone number or email address associated with your Instagram account, you have the option to edit it.
Once you log in and select the account you’d like to connect with, you’re ready to go! You’ll see a contact button and analytics button appear on your profile page, as well as an industry title under your username (this information also pulls from Facebook). Please note that Instagram is unable to pull data right away, so it may take some time before you can access the analytics button.