Most of the details were leaked ahead of time, but Instagram has confirmed its plans for new ‘business tools’ on its service.
They will involve converting accounts into ‘business profiles’ that will include contact details for customers wanting to get in touch with them, as well as ‘Insights’ analytics: “actionable information about who their followers are and which posts resonate better than others” accessed from within the Instagram app.
And as predicted, there are ads using the Facebook model of promoting regular posts. “The ability to promote lets you turn well-performing posts into ads right within the app,” explained Instagram.
“Simply pick a post you’ve already shared on Instagram and add a button encouraging people to take action. You can select a target audience or allow Instagram to suggest targeting for you. After that, your post will be promoted as an ad for any length of time you choose.”
Some of these tools – contact details for example – won’t be suitable for musicians on Instagram, but labels may be interested in the promotional aspects. For now, it’s unclear whether public figures (artists included) could or should opt in for the new business tools.