Professional Account

Exhibit 22.2   Switching to professional account.

Professional accounts can be Business or Creator accounts on Instagram. Users can convert their personal profile to a professional from the edit profile page or the account page (Exhibit 22.2).

Business users can turn their professional account into a business account from the account settings menu. Whereas the creator account is designed for independent content creators, the business account is better suited for businesses.

If they have a Facebook Business page, professional account users should connect it to their Instagram business or professional account. After the account is linked to Facebook, administrators, editors and other Facebook Page roles have equal permissions on the linked Instagram account.

Professional account users have the ability to add additional contact details to their bio, boost their posts with advertising, and if they meet the criteria, add links to their Instagram Stories. They also gain access to business tools such as Instagram Insights and the Professional Dashboard. Additionally, they can categorize their inbox into Primary and General tabs and filter messages between different tabs.

Contact Information and Contact Button

Professional account users can add contact details (phone number, email, and physical address) to their Instagram profile, under the Public Business Information section. Their customers can visit their profile and tap the contact button (visible only on mobile devices) near the top of the profile to view the contact details. Users also have the option to display or hide their business category and contact information.

Boost Posts

Professional account users can boost and advertise their posts to expand their reach. They can select a target audience and set a budget. Instagram accordingly promotes the post and shows the resulting performance and ad spend in Instagram Insights.

Professional Dashboard

The Professional Dashboard is where users can track their performance, access and discover professional tools, and explore educational information curated by Instagram.

Instagram Insights

Instagram Insights provides information for professional users to evaluate their marketing initiatives on the platform and refine their marketing strategies. They can view overall insights and as well as insights for specific posts, reporting KPIs such as reach, impressions and engagement. Details on this facility are provided in the Section Instagram Insights.

Frequently Asked Questions (Quick Replies)

Professional account users have the option of setting up quick replies in the Frequently Asked Questions section. These are pre-written replies to common questions that users can send to customers.

Instagram Shopping

Business account users can use Instagram as a mobile storefront, allowing them to showcase and sell their products. They can also create shoppable Instagram posts, allowing users to purchase products directly from their posts or save them for later.

Adding Instagram Accounts

Instagram allows professional account users to add up to five accounts so that they can easily switch between them without logging in and out. The platform also allows multiple people to log into the account at the same time.