Instagram has been special from the beginning.
Since first launching in 2010, the social networking app has seen unparalleled growth, rapidly expanding from one million users within the first two months on the market, to 800 million users by September 2017.
To better meet the needs of their diverse and bourgeoning user base, Instagram has employed a steady stream of updates since the app's inception, catering not only to consumers, but to brand managers too.
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Businesses and independent contractors have a lot to gain from these updated features, as do the PR professionals who represent them.
Here's how to better connect with your audience, raise brand awareness and integrate Instagram's updated features into your communications strategy:
1. Tailored feeds
It's no secret that Instagram has an algorithm in place which helps them to better populate user feeds, but prior to this year this data was largely based on the kinds of things the site perceived users wanted to see based on past searches and likes.
This year has seen a major change in this process, allowing users to select the kind of content they want to see. In addition to the updated ability to follow hashtags, the site has recently unveiled the Instagram Explore page, which lets users browse content via categorical "channels" selected by the user themselves. Better yet, the contents of your Search and Explore pages are hardly set in stone.
The takeaway : The result is a more personalized and user-friendly experience, which will link users to relevant brand avenues more organically.
2. Clickable links
This past March, Instagram introduced functioning, clickable links and hashtags. This feature is ultimately simple in form and function: simply include “#” or “@” in your bio to prompt the applicable links, be it a partnering business or relevant hashtag. Then, as other users view your profile, they will have the option to follow your clickable links to your partnering avenues.
The takeaway : This feature is ideal for cross-promotion. Whether you're promoting a company, product or brand, clickable links provides the around-the-clock means to advocate for your clients. Beyond that, implementing clickable links can transition your professional profile into something of a live portfolio so you can actively self-promote while you're at it.
3. Automatic scheduling
Prior to this year, the only way to manage Instagram posts prior to posting them was by saving a draft or utilizing a push notification tool. Even then, the functionality was limited.
In response to the overwhelming number of users who have been gunning for an automatic scheduling system, Instagram announced a brand-new API in January, allowing for business profiles to schedule posts within the platform. According to TechCrunch, a feature like this for non-business profiles is in the works for an early 2019 release.
The takeaway : For PR pros who depend on Instagram for brand promotion, posting just got a lot less time consuming. For now, users can access on-platform native scheduling by working with one of their Facebook Marketing Partners or Instagram Partners, or by registering for approved subscription services, such as HootSuite, Sprout Social or SocialFlow.
4. Inbox simplification
The month of May saw several business-friendly updates on Instagram, inbox simplification being one of them.
If you use Instagram as a business platform, the inbox function can be invaluable. However, prior to this year, filtering story mention alerts and spam from actual inquiries was something of an arduous task. The new and improved Instagram inbox includes filtering, starring and a handy quick reply feature. Incoming messages will also be sent to “direct inbox” rather than “pending” so that users never miss a message.
The takeaway : As a PR pro, you should be utilizing your Instagram inbox as a means to be social, and inbox simplification makes it easier to do so. These new features promise to decrease inbox clutter, making the task of engaging with existing and potential clients much more efficient and effective.
5. Story updates
Every single month of this year has seen a new feature for Instagram Stories.
Instagram Stories were inspired by Snapchat—but have since taken on a life of their own, and recent updates have included the introduction of Type Mode, new font styles, GIFs, mention stickers and the option to repost other users' stories. Even if some of these features seem to err on the side of fun, keep in mind that even the fun features can help you deliver a more effective message to your audience.
The takeaway: The Stories feature is an indispensable tool for those trying to invigorate their PR efforts. In addition to providing informal access to your audience, Stories employs highly engaging elements, such as multimedia, to lend staying power to your message. New Stories features have also made it possible for users to easily re-share the content you post, making it that much more important to deliver impactful content via this avenue.
Zakiya Kassam is a freelance writer and technical editor. You can find her on Twitter: @zakkassam. A version of this article originally appeared on Muck Rack, a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.
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