Instagram adds new business tools, making itself more ad-friendly

New York -- Instagram is making itself more advertising-friendly, adding a new suite of business tools for its advertisers that will help the brands better control their campaigns and will allow them to gauge the success of their efforts.

The roll-out of the new features, which include an “account insights” tool that will allow marketers to track the performance of their ads in real-time using typical brand metrics such as impressions, reach, and engagement, will occur over the coming weeks and months, the photo-sharing giant said.

Instagram announced the new tools in a posting on its Instagram For Business blog.

“The new tools will help brands monitor their posts and campaigns by providing information on reach, impressions, and engagement,” the company wrote. “For example, an advertiser will now have access to a real-time campaign summary and data showing how their target audience is responding to each of their sponsored photos. Also, brand marketers will be able to better understand the best time of day to post a photo or video.”

Instagram went on to say that it has worked closely with several of its advertising partners to make sure the tools meet their needs. 

“We’re now making them available to all Instagram advertisers, whose feedback will help us improve the product before releasing it to additional brands later this year,” the company continued.

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