After updates to Instagram and Messenger that provided cross-app communications and other features, Facebook announced today that its Messenger API has also been updated to allow businesses to manage their communications on Instagram, in addition to Messenger. .
Before today, businesses could only respond to customer inquiries via Instagram app and via Facebook unified corporate mailbox. This might work for some small businesses, but for larger brands with a high volume of messages, it may be difficult to be efficient this way.
The update means businesses will now be able to integrate Instagram messaging into the applications and workflows they already use internally to manage their Facebook conversations as well. In particular, they will be able to use rich media, such as photos, URL links, and more, and work with developers to integrate the API with their product and customer databases to provide the same Instagram experience they do today on Messenger.
For example, a company with a CRM system integration would be able to view customer loyalty information and take it into account when responding.
Businesses using the API can also manage their Instagram presence, including their profile, shops, and stories, says Facebook.
The change comes at a time when Instagram is pushing shopping as a primary activity on Instagram and follows the launch of Instagram stores and visual changes to the app to highlight shopping features.
According to Facebook, daily conversations between people and businesses on Messenger and Instagram have increased by more than 40% in the past year.
With the launch of the new API, Facebook is also introducing new features on Instagram that will allow businesses to immediately answer common questions using automation, while still offering to connect customers to live support if needed. An alpha test with partner Clarabridge on this feature indicated that customer brands have improved response rates on Instagram by up to 55% by handling direct messages through its platform.
The updated Messenger API will be launched in beta testing with companies such as Adidas, Amaro, Glossier, H&M, MagazineLuiza, Michael Kors, Nars, Sephora and TechStyle Fashion Group, among other consumer brands. The beta is also open to a limited number of developer partners. Today, other companies and developers can join a waitlist to request access to the post-beta API.
However, communication between apps, a key part of the recent Instagram and Messenger update, is not available in the API at launch. For now, the messages will appear in a brand's Messenger or Instagram tab depending on where their customers are messaging. However, Facebook has confirmed that it "eventually" plans to bring cross-app communication to businesses and developers in a later update.