New Instagram feature for business profiles is a brand bet

Since the social photo network was purchased by Facebook in 2012, Instagram has changed a lot.

What was most impacted, in addition to the integration with other social networks, was the monetization of services within the application and in applications such as Whats App. Mark Zuckerberg's strategy seems to be, at this point, to make life even easier for companies and monetize through advertisements.

With this in mind, it is easy to understand the new function: with the new Instagram feature, you can create advertising stories targeted at users who do not follow the brand, segmenting according to personal tastes and likes filters.

The strategy, it seems, will be similar to Facebook's “Promote”.

In addition, new features also appeared in:

• • • Instagram Analytics: the platform, which already existed, now has new features, including an analysis crossing data between platforms, offering more insights into user behavior on Facebook and other applications;
  • IGTV: Still not very popular, the functionality now allows users to create a preview to be published in stories. This is a way to increasingly popularize the tool and attract video producers to the platform.

There is a clear need to please Facebook's partners and shareholders with these platforms. With increasingly specific data and information in more and more specific reports, the company's strategy increasingly migrates to the demands of advertisers.

This is a way of trying to get some of the shareholders who abandoned Zuckerberg's company to return to invest for the new benefits.

The news therefore means that it will be even easier to obtain feedback and campaign reports and social media engagement. With these new functions, it will be possible to study paid and organic campaigns in greater depth, without wasting money blindly searching for more specific answers.

It remains to be seen how users should react to the changes, especially changes to ads in stories.

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