Instagram made a long overdue modification to its product

Instagram today made a long overdue modification to its product that social media managers have needed for some time – it will permit businesses on Instagram to plan their posts. Before, there were unofficial ways to help with this – like tools that would send out a push notification to remind you to publish a post at a given time, for instance. But no functionality was available in Instagram itself.

The closest Instagram got was the added support for Drafts, which permitted social media managers and other users to prep a post and save it for later publication.

Sadly, the official support for post scheduling does not expand to ads, nor is it directly available with the product itself.

Alternatively, the support is being added to Instagram’s API – Which means that social media software applications such as Hootsuite,  SocialFlow or Sprout Social now have permission to the functionality, which they can then include to their own products. Instagram states that the API is available to all of Facebook’s Marketing Partners and Instagram Partners.

Hootsuite is one of the first partners to apply the API.

Ryan Holmes, CEO of Hootsuite mentioned, “The scheduling and publishing of Instagram content has been the number one request for our 16 million customers.” He also said, “Now, they can manage large volumes of content, multiple team members and multiple Instagram accounts with ease and security. Hootsuite is excited to partner with Instagram to make this happen.”

Jim Anderson, CEO of SocialFlow told to the TechCrunch, “It’s always been very time-consuming to create Instagram posts.” He also stated, “That’s not necessarily a problem for individual consumers, but when you’re a media company that creates more than 100,000 posts a month, it’s simply impossible to do everything manually.”

However, this API update means that – for now, at least – post scheduling is something only greater organizations will be capable of taking advantage of, as many tiny businesses do not necessarily utilize a third-party software program for working with Instagram.

The change was introduced today as part of a greater revamp of Instagram’s API platform that also involved a idea to deplore the older Instagram API Platform in the next two years starting on July 31, 2018. The old API is being exchanged by the latest Instagram Graph API, which also involves the capability to understand metrics and insights about the business’s performance on Instagram, moderate comments, and now, helps the business’s mentions and add responses to those.

Another latest feature incorporates business discovery, which provides the capability to view other business profile information and media.

These features would not be restricted to businesses in the future, the company mentions. Instagram states that support for non-business profiles is in the works for an early 2019 release.


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