If you haven’t heard the latest Instagram news, the company is yet again taking the social media world by storm by offering users the option to book real-world experiences with just one click.
Through Instagram’s action buttons, people can make reservations, get tickets, order food, or book appointments through popular third-party partners without having to leave Instagram. For example, popular Texas-inspired eatery HomeState (@homestate) has partnered with ChowNow to use the ’start Order’ button—letting their customers order food right from their Instagram business profile.
So far, Instagram has 25 partners using the new function, including SevenRooms, OpenTable and GrubHub. According to Instagram, the opportunity this new function offers businesses is huge since more than 150 million people communicate directly with businesses via the platform each month.
Another feature making it more efficient for businesses to monitor their direct messages will be the roll-out of “high-value” filtering of messages from customers so that important messages within a “set of signals” will now appear in a businesses’ Instagram Direct inbox rather than being filed away as Pending. Previously, these messages were only sent to a pending folder, which will now be filtered by read, unread and a new starred status.
The big question is, how will this roll-out affect how business communicate with their target audiences? Well, for starters it will be easier to track direct action resulting from Instagram. As more consumers use social media platforms to research and find businesses and brands they love, these developments are reducing the friction between discovery and purchase. In our business, this means that social media profiles and the ability to drive customers directly to them become increasingly important and accountable to the bottom line.
It is becoming increasingly important to ensure that brands are telling a consistent and compelling story across all media, including Instagram in order to be successful. For my part, I know the next time I’m looking for a new workout, I will be excited to be able to book something I’ve seen on Instagram directly through the platform via Mindbody. It can’t possibly get easier!