This past year has seen a remarkable growth in social media marketing, and there is every reason to believe that it will not stop. This is because consumers need connections in tune with their browsing habits. And businesses obviously have no choice but to keep up.
Facebook has long been aware of this, which is why it has not stopped looking for solutions to offer users new functionalities, based on greater interconnection between its social networks (Instagram, WhatsApp and Facebook).
One of them is what Instagram has recently announced, as an aid for brands to improve communication with their public: the definitive integration of WhatsApp in Instagram.
Unity is strength
Instagram CEO Adam Mosseri has made it public that his social network is testing to launch new ads that will boost the connection with its allied WhatsApp platform.
This statement follows Facebook’s recent announcement of a new feature that allows users to determine what type of messaging to use with their customers based on their core interests.
As far as businesses on Instagram are concerned, they will be able to connect their WhatsApp Business accounts to their profiles on the social network by adding their number within the contact information.
From then on, it will be possible to start promoting their posts with higher engagement via the messaging app, a common environment for conversations. At the same time, this means offering a more personalised user experience to consumers, helping them to connect with businesses.
According to Instagram, this new feature responds to the growing need for users to shift their attention to WhatsApp channels. Facebook estimates that around 75% of adult audiences prefer to communicate with businesses via messaging rather than email. The WhatsApp Business account integration will also incorporate a new button on the Instagram profile for users to contact each other via messaging.
By connecting the WhatsApp account with the Instagram account, it will be possible to promote posts to get interactions via the messaging app. The idea is that by pushing a post that leads to WhatsApp, businesses can reach more people who will eventually become new customers thanks to personalisation.
They will also be able to optimise messages and take advantage of WhatsApp’s auto-replies and other tools to organise themselves.
How WhatsApp Business connects with Instagram
The small businesses that are emerging on the social network will be able to take advantage of this new tool and join the exponential growth that e-commerce is experiencing. Access to this new function is simple:
- In the profile settings, add the business’ WhatsApp number to the “contact options” of the Instagram business account.
- Select an existing post on the Instagram business account that is inspiring to the audience.
- Click on the blue boost button, choose messages and select WhatsApp.
- Set a goal, audience, budget and duration for an ad that will help achieve the set goals.
- Review the selections, preview the ad and click on the “create your ad” option.
- When the ad is approved, it will be activated within 24 hours.