Facebook has announced at its F8 Developer conference its Messenger API expansion for Instagram.
The move will allow businesses to feed Instagram DMs into existing CRM platforms. It streamlines management and response.
“Back in October, we began beta testing the Messenger API for Instagram with a group of select businesses of all sizes and developers, giving them new tools to manage their customer communications on Instagram at scale. Now, after a successful beta test, we are globally rolling out the new API features so businesses can integrate Instagram messaging with their preferred applications and workflows, helping them drive more meaningful conversations that increase customer satisfaction, and grow sales,” says Facebook.
Hootsuite already has the function integrated into its platform. It opens more ways to act on message responses and allocate tasks in teams.
Facebook says the API expansion will streamline how you manage messaging systems. It guarantees all messages will appear in a single stream, even from multiple platforms.
“For example, upon implementing the API, Kiehl’s in Malaysia scaled customer conversations that were coming in through different entry points such as Instagram Feed, Instagram Stories, mentions, and Instagram DM’s to make it easier to follow up with people or respond to sales leads. The result led to a 20% conversion rate from consultation to sales,” adds Facebook.
What’s in it for you
The integration provides key process benefits for larger businesses, SMBs and single-person management teams. It allows you to keep tabs on interactions and ensure each is actioned in sequence.
Messaging is becoming a greater part of the discovery and purchase processes. And ecommerce activity has continually been on the rise.
It means the integration could be a larger focus in the coming days. It opens new channels for people to communicate through their preferred platforms.
As such, it should be a big consideration for all brands. Its improved integration will have ongoing benefits.
The Messenger API for Instagram is open to all developers. And Facebook will roll out access for Instagram business accounts gradually.