Madeline Popelka says, “It was a marketer’s dream come true when Instagram announced the launch of its tools for businesses. (Analytics and insights built into the app? Yes, please.)

But before rushing to create a business profile for your brand, let’s examine a similar journey taken by Instagram’s parent company, Facebook.

Ten years ago, Facebook introduced “pages”, which allowed organizations (and celebrities, pets, food groups) to make public profiles to interact with their fans on the platform. It was a great way for brands to engage with existing fans to cultivate advocacy. In 2007, over 10,000 businesses were taking advantage of Facebook pages. At the time, a page was a page- there was no way to differentiate a business page from a personal one.

Facebook then started rolling out “business pages”, and over the next several years attracted marketers to convert to business with in-depth analytics, insights, and advertising. In 2014, Facebook announced an update to the News Feed“.

Why Converting to Instagram Business Is Not a Winning Brand Strategy

Entrepreneur

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