Facebook’s F8 Developer Conference releases Messenger API for Instagram, will IG bring more business opportunities?

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The Facebook F8 Developer Conference, which was suspended in 2020 due to the impact of the epidemic, decided to move it online this year and ended successfully last week. In addition to developers who develop Facebook-related APPs, those who pay attention to this event naturally include businesses that use Facebook advertising extensively. At the conference, one of the most noteworthy updates was the Messenger API for Instagram.

Beginning in September last year, Facebook launched an internal test of the Messenger API for IG with some brands. The test was successfully completed. Now the API will allow all IG business accounts with followers of more than 10,000 and less than 100,000 to connect.

Facebook hopes to use this API to integrate different communication methods, communicate and manage them on the same platform, and bring a better experience to guests.

After connecting to the API, merchants can add a "Message" button to their profile, or allow users to directly send messages to contact the merchant in the story:

At the same time, the API also allows merchants to add uruguay whatsapp chat bot functions to the DM interface, including preset questions, automatic replies, preset reply options, and connection to real customer service personnel, etc.:

Facebook official DEMO

According to Facebook’s official Case Study, the faster and more effective communication provided by Messenger API for Instagram not only improves communication efficiency, but also improves users’ conversion rate.

For example, one of the brands that participated in the internal test, Kiehl's, reported that the quality of potential customers collected from the Messenger API for Instagram was more than 30% higher than other channels, and the conversion rate from consultation to actual sales was as high as 20%.

The car brand Ford also gave very positive comments. Ford reported that after using the API, the number of users contacting them via Messenger increased by 3.5 times, and 90% of these messages could be resolved by the chat bot. The number of potential customers has more than doubled, and their quality is also higher than other channels.