Another day and another social media platform has improved its analytics offering to businesses. Today I noticed that Instagram began to offer brands a better snapshot of their organic content campaign performance.
Earlier this week, Instagram started sharing analytics for brands’ organic posts and “Stories” through the Instagram Platform API. This allows brands to pull up these stats within the marketing dashboards they use to manage and monitor their various social accounts.
However, while Instagram has made it easier for brands to access organic post insights, MarTech Today points out that they require brands use Facebook to log into their marketing dashboards.
There are a couple of requirements that must be met before these stats can be accessed through the API, though. First, brands must have converted their accounts to a business profile. Second, brands must use Facebook Login to sign in to the dashboards provided by Falcon.io or any other marketing technology firm that plugs into Instagram’s API.
The new API is built on the same stack as the Facebook Graph API. Because of this, businesses will need to use Facebook Login to access the new features. Businesses still have the option to use the current Instagram API, though insights will not be surfaced through it,” according to an Instagram spokesperson.
Therefore, if a business wants to know how many people it had reached with an organic post on Instagram or how many impressions its “Story” received, they now have a better snapshot that includes useful data and metrics in a simple dashboard.