Instagram is about to become a lot more brand-friendly as the social network starts testing the business accounts it teased back in March. The new business accounts come with several useful features that distinguish a brand’s profile page from regular accounts, including a Contact button placed next to the Follow button to encourage users to initiate communication via email, a label under the account name categorizing the businesses by type, and access to maps to direct users to a store location.
What Brands Need To Do
By all accounts, the new business accounts on Instagram bear a striking resemblance to the Brand Pages on Facebook. This should not come as a surprise, as Instagram has been following the steps of its parent company Facebook to build out its ad products and make its platform more appealing to brands. Instagram currently serves over 200,000 advertisers, yet many have found the platform frustrating to use due to the restriction on links it imposes and the limited interactive features it offers. Business accounts should provide brands with a good tool to remedy those drawbacks and convert more customers on Instagram.
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