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MarTech » Performance Marketing » Instagram has started testing its version of Facebook Pages

Instagram has started testing its version of Facebook Pages

Instagram's business profiles add a "contact" button for people to email businesses or get directions to their location, per screen shots posted by Later.

Tim Peterson on May 4, 2016 at 5:15 pm | Reading time: 2 minutes
Neirfy / Shutterstock.com

Neirfy / Shutterstock.com

Facebook owns Instagram. In case you had forgotten that, Instagram is becoming increasingly more like Facebook. It’s started selling ads the same way Facebook does. It’s going to start testing an algorithmic feed just like Facebook’s. And now it’s started testing business profiles that are similar to Facebook’s Pages.

A couple of months after Instagram said it was building profile pages specifically designed for businesses, content marketing firm Later has posted screen shots of them to its blog. An Instagram spokesperson declined to comment on the screen shots specifically but said in an email: “We are testing new business tools coming to Instagram in a few months.”

According to Later’s screen shots, Instagram’s business profiles look almost identical to its normal profiles — except for one thing. The business profiles introduce a button that people can click on to contact a business. The screenshots show that clicking on the button opens up a menu from which someone can opt to get directions to a business’s location or send it an email.

For those paying attention, Instagram’s contact button echoes a change Facebook made to Pages last September, when it rolled out the first major redesign of Pages since 2012. As part of that overhaul, Facebook made the buttons people could use to contact a business more prominent on the page. Facebook made that change because it wanted to be a more useful and more direct connection between businesses and their potential customers. Apparently, now Instagram is saying “me too!”


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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About The Author

Tim Peterson
Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch. He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.

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