Facebook is making it easier for businesses to integrate messaging via Instagram to offer better customer support.
The company said it would open up its Messenger API for Instagram messaging.
The updated Messenger API means that businesses can respond to messages through in-house apps as well as the Instagram app and Facebook’s business messaging tools.
It streamlines the social media experience and ensures that customer queries can be addressed more rapidly.
The changes are being trialled by Adidas, H&M, Michael Kors, and Sephora, among other major brands.
“Instagram is a place for emerging culture and trend creation, and discovering new brands is a valuable part of this experience,” said Marion Boiteux, Product Manager for Messenger at Facebook, in a blog post.
“Messaging plays a central role in helping people connect with brands in personal ways through story replies, direct messages and mentions. Over the last year, total daily conversations between people and businesses on Messenger and Instagram grew over 40%. For businesses, the opportunity to drive sales and improve customer satisfaction by having meaningful interactions with people on Instagram messaging is huge.”
It marks the first time that businesses can auto-respond to questions and brings the social network one step closer to becoming a more dominant platform for shoppers.
According to the network’s own research, alpha partner Clarabridge improved response rate by 55% when using Instagram direct messaging through their own platform.