You’ve probably noticed that the colors of the Messenger app changed and now you have the same icon to send messages on Instagram. This is more than an aesthetic change, it’s great news for all of us that do business on messaging apps.
In short, Facebook is expanding the Messenger API to start supporting Instagram messaging. Developers and businesses will be able to integrate messaging from Instagram with other business applications. Thus the brands will be able to escalate its services, through their Instagram profile, virtual stores and stories.
The best part is that the wait is over! The new Messenger API will allow and support automated responses on Instagram. The brands will be able to preconfigure automatic responses to some of their most common inbound inquiries.
This becomes particularly relevant for any business with conversational commerce or e-commerce channels, since usually around 50% of all customer inquiries tend to be about the status of an order and don’t require human interaction, when technology can do the same in a more efficient way. With just one round of training, the AI can solve 30-45% of common questions.
With the new API, each brand will also be able to integrate Instagram messaging with their chosen business apps and workflows. This will allow them to have a more complete understanding of their customers, their shopping history, loyalty and requirements.
With more than 1 billion users, Instagram is one of the most popular apps in the market and an important channel for businesses. According to Instagram, over the last year, there’s been a 40% increase in the daily conversations between people and businesses over Messenger and Instagram. Given the tools that it provides, it is a great ecommerce platform for retailers allowing their consumers to discover and purchase products.
The updated API is currently in beta with a limited number of developer partners and businesses. If you want to learn more about your options with this new feature, please reach out to us and we’ll explore the possibilities for your business!