Instagram has been all over the news the past weeks with changes to its algorithm, influencer marketing news, and recently, an announcement about its new business manager platform. This tool, although primarily a funnel to get businesses to promote their content, will provide some much needed data on a channel that to-date has been a bit erratic.

Here is what you need to know:

  1. Because Facebook is Instagram’s parent company, Instagram’s new business tools will have many of the same features you get from reporting tools like Facebook Insights. More impression data so you can start to analyze post engagement. Expect to see the “Facebook Whale” showcasing times when your audience is most likely online.Untitled
  2. Everything is mobile – all these tools can be used from the Instagram account on your mobile device, including setting up ads on the go. This may mean segregation between what data and functionality is available on desktop versions. Expect to see promoted products become more integrated with the insta-experience as more small / medium businesses create ads with just a few clicks from their smart phone.
  3. Business profiles will have more consumer-facing functionality as well, including the ability to provide a contact button or directions. However, converting your Instagram profile to a business profile requires having an established Facebook Page. This will create a filter between businesses and self-promoters narrowing the gap as only businesses will get access to insights.

These features are slowly rolling out and are not yet available to all users across the globe but expect a lot of content changes once businesses gain deeper insight into what performs well on the channel. If you have questions about Instagram’s new business tools, drop us a line at info[at]

Written by Matt Peters
Matt is the Co-Founder and CEO of Pandemic Labs, and enjoys thinking about, writing about, and talking about social media marketing whenever someone will let him.