Marketers still mourning the disappearance of the “like” count from Instagram will welcome the new tools the platform recently rolled out for users of its native offering. They allow marketers to track which posts result in the most growth for their accounts, organize their direct messages inbox and establish age gating controls that will come in handy for brands advertising alcohol, tobacco and other regulated products.
The first new tool is a welcomed one. Instagram’s growth insights feature allows marketers to track follower growth over time by navigating to the Audience tab and clicking on specific posts. Business accounts will now be able to attribute spikes in follower growth to particular posts and time frames.
The ability to organize an account’s DMs is another new feature. Marketers can now separate inboxes into two categories: primary (which are prioritized as most important for your business) and general. Lastly, an age gating feature lets marketers set up a minimum age limit for an account, which will be useful for brands that are highly regulated.
Read more about the new features and how social media marketers are reacting to them in The Social Shake-Up.
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- What Instagram’s Decision to Hide ‘Likes’ Means for Marketers