Instagram Introduces Business Tools for Brands

Instagram has introduced a suite of tools to help brands track and analyze their content, including paid advertising, on the platform. 

“We’ve heard from brands that having more insight into how people engage with and respond to their photos and videos is an important part of evolving creatively. We’re excited to announce that over the coming weeks and months, we’ll begin rolling out a new suite of tools to help brands better understand the performance of their paid and organic content on Instagram,” the brand shared in a statement.

The tools include account insights, which will share reach and impressions; ad insights, which will share the performance of paid campaigns; and ad staging, which is meant to be a collaborative tool for ad creation.

The tools will be available to advertisers before being released to “additional brands later this year.” Instagram introduced ads to the U.S. market in November 2013 and will expand to Canada, the U.K., and Australia this year. Ad clients are currently by invitation only and limited to Fortune 500 companies such as Michael Kors (the first Instagram ad ever), Lexus, Ben & Jerry’s, and McDonald’s. “We’re starting slow with advertising to make sure we take time to get the experience right for our ad partners and the Instagram community. We’ll let you know when we’re ready to expand to more ad partners,” according to a statement on the company’s website.