Instagram unveils new tools for businesses

Instagram, fashion's social network of choice, has unveiled a suite of new tools aimed at brands to help them do business via the app.

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

The new tools will enable users to identify themselves as a business on the social network, gain insights into how their feed is performing and create ads to promote themselves within the app itself. The features should be available globally by the end of the year but will be rolled out first in the US, Australia and New Zealand over the coming months.

The toolkit comprises three new elements:

Business

Instagram's Business profile

This will allow certain users to upgrade their accounts to business profiles on Instagram and will include features such as enabling customers contact them via phone calls, emails or texts with a simple tap. The profiles will include maps and directions to the business.

According to technology blog TechCrunch, however, not everyone will qualify as a business on Instagram. Only those who already have a Facebook page for their business will be able to convert their account, which will give Instagram access to payment details and will enable users to pre-populate contact details for instance.

Insights

Instagram's new Insights function

Insights enables users to fine tune their content by giving them data on which posts are performing well and gaining reach and traction with their audience.

Promote

The new Promote function

This function will allow business users to convert well-performing posts into ads within the app. Similar to Facebook users can pick a post they have already shared on Instagram and add a button encouraging people to take action. User may select a target audience or allow Instagram to suggest suitable targeting. After that, the post will be promoted as an ad for any length of time the user chooses.

Technology bloggers seem unsurprised by the move and details of the tools appear to have been leaked previously, nonetheless they will be good news to fashion brands who have found a natural home, and many avid followers, in Instagram's visually led network. Now, the missing link - how to convert those followers into customers - appears to have been partially filled at least.

Instagram revealed in February that it now had more than 200,000 brands as users having opened its doors to all brands in September 2015. Prior to that advertising had only been available in eight markets.