The Instagram Update We've All Been Waiting For
If you're not in social media marketing, Instagram's newest update may not seem like a very big deal to you. However, for those of us working with multiple brands, the new ability to switch between profiles will make all the difference in the effectiveness of Instagram posting.
Social Network Updates for Brands Lags
As social networks evolve to meet the needs of its users and keep them coming back, they also eventually find ways to help out brands. Users prefer to think of their networks as a place to find content produced by their network and not to just be bombarded with brand content. However, social networks need to cater to brands in order to bring in ad revenue. There's a thin line social networks have to walk to put their users first but then to also make it possible for brands to reach their fans - updates that come long after brands have a need.
Enter the ability to manage multiple profiles. Whether you're an agency managing multiple clients or a company with multiple brands, innovations like Facebook's Pages app or Tweetdeck to post to multiple Twitter accounts have changed the game over the year. Unfortunately, Instagram has stayed away from such tools to help social media managers, ostensibly in an effort to keep the network comprised more "purely" of user-based content.
So What Changed?
We can hypothesize all we want - but my guess is that Instagram's introduction of advertising options means that they need to make it easier for social media managers to work in the platform. As a mobile-only app, in order to post one needs to log out of a current account, log in to the correct account, and create a post. This doesn't sound like that big of a deal, except when you're trying to post once a day for each brand you manage, there are some definite drawbacks:
- The always-dreaded chance of posting the wrong content to a profile
- Missing notifications of comments and interactions for a profile that you're not signed into
- When combined with inability to schedule ahead of time, Instagram can be back-burnered
- The app can get glitchy when signing out of and into accounts and sometimes needs to be deleted and reinstalled entirely
With the new update, which is being released on both iOS and Android in version 7.15, social media managers will not only feel #blessed, but may also be more inclined to check into experimenting with Instagram advertising. How do you think this update will change how Instagram fits into your content strategy?