Procurement · 12 January 2017

Two new Instagram business tools announced for small brands

instagram
More than 150m users globally now use Instagram Stories daily

Plans for two new Instagram business tools have been unveiled to help smaller brands connect and engage more with customers.

The first tool the image sharing platform has said it will introduce will be “insights for stories”, a feature that will allow business users to view the reach, impressions, replies and exits for each new upload to its “Stories” section.

Another new tool the platform is intending to launch will allow full screen adverts to be shown in Stories, giving business users the opportunity to offer advertising that’s more personal and relevant to individual users.

These new Instagram business tools follow the success of the popular new Stories feature on Instagram, which enables users to record and share short video clips.

Instagram’s stories feature has grown dramatically since its launch on the platform five months ago. Every day, over 150m Instagram users create a story, with one in every five stories receiving a direct message back from viewers.

In a blog post on the company’s website, head of brand development at Instagram, Amy Cole, commented: “From today, business will be able to use ads in Instagram Stories to communicate with a global audience, in an immersive experience we know people love.”

“Over the past five months, we’ve seen that users are naturally really interested in stories from businesses – so much so that a third of the most viewed stories today are from businesses. We’re excited to see how UK businesses respond to this new format.”

Around 30 big name brands around the world have already announced plans to test full screen ads via Instagram, including Capital One, Nike, Netflix and Qantas.

Peer-to-peer online homestay network Airbnb has been outspoken in its use of Instagram Stories in recent months, using the tool to build awareness of its latest offering – Trips on Airbnb.

By way of a series of 15-second videos on Instagram Stories, Airbnb has started to connect travelers with local residents and experts, to share insights and interests and encourage unique travel experiences.

Meet the three small businesses making a killing through Instagram marketing

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ABOUT THE EXPERT

Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.

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