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Marketing

Instagram adds messaging tools to business profiles

Instagram has updated its direct messaging tool, making it easier for businesses to communicate with potential customers on the platform.

Starting today, businesses will see new customer messages in their main inbox, rather than a pending folder. They can also start and filter conversations to come back to messages they want to follow up on.

The Facebook-owned photo-sharing app will also begin testing ‘quick replies’ in the coming weeks, which would allow users to quickly respond to common questions.

According to Instagram, more than 200 million daily active users visit a business profile each day and more than 150 million have a conversation with businesses through direct message each month. A third of those conversations begin with an Instagram Story.

More retailers view Instagram as an important platform to grow and engage their audience, with some even seeing an opportunity to shorten the customer journey and allow shoppers to buy their products in the very place they discover it.

Building on its recent launch of Instagram Shopping, the social media site is rolling out a new range of action buttons, such as ‘book’, ‘get tickets’, ‘reserve’, or ‘start order’ in partnership with third-party partners.

For example, users in Texas can now place an order from popular local restaurant HomeState right on their Instagram business profile. The order is run through US online food ordering platform, ChowNow.

Partnerships with US movie ticket-booking site Fandango and restaurant reservation site Yelp, among others, are already available.

 

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