Instagram launched their new “business account” tools yesterday morning, following leaks of the launch.

Business profiles will now have a different structure, analytics, and can post ads directly from the app. Business accounts are now able to contain a website link and address in their bio & consumers can click the “contact” button to call, text, or email them directly from the app. The account owners can fetch analytics about their audience in general and more specifically, the impressions, views, and engagement each post receives. This all comes packaged in a friendly-looking interface.

This update stems from the fact that there are 200,000 active advertisers on Instagram and 50% of users following business accounts. A majority of those businesses are small to medium size and are looking for better ways to capture their target audience Instagram.

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