Salesforce taps Instagram's new API with tailored marketing tools

Marketing Cloud users now have easier access to Instagram's 300 million users

Salesforce's Marketing Cloud now offers Instagram integration.
Salesforce's Marketing Cloud now offers Instagram integration.

Users of Salesforce's Marketing Cloud on Tuesday gained easier access to Instagram's roughly 300 million users thanks to an integration made possible by a new API.

Marketers can now use Salesforce's cloud software to buy and manage Instagram advertising, publish content and offer customer service on the photo and video sharing site, among other capabilities.

Making the new integration possible is Instagram's Ad API, which was originally announced in June. At the time, the site said it would initially open up the application programming interface just to a select group of Facebook marketing partners and agencies.

Instagram is currently testing self-serve buying interfaces and APIs with a small group of partners, it confirmed on Tuesday.

In addition to Salesforce, marketing software vendors Brand Networks, Ampush and Kenshoo were among the companies jumping on board with the Ad API on Tuesday.

Instagram ads will be available to advertisers of all types later this year, the company said.

Instagram will generate $595 million in mobile ad revenues worldwide this year, according to eMarketer. By 2017, it's predicted to reach $2.81 billion worldwide, surpassing Google and Twitter in U.S. mobile display ad revenues, the researcher said.

With the new integration, Salesforce Marketing Cloud's Social.com component now gives advertisers a single platform for buying and managing campaigns on Facebook, Instagram, Twitter and LinkedIn. Its Active Audiences feature, meanwhile, enables them to unlock and sync CRM data in Salesforce to optimize advertising.

The cloud software's Social Studio component helps marketers publish content to Instagram, track campaign performance and share Instagram images across social networks. They can also participate in conversations and resolve customer service issues on the site as well as view analytics offering insight into community feedback, sentiment and trends, Salesforce said.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

MY NAME IS RAMSEY KATE: FROM THE UNITED STATE OF AMERICA,AM USING THIS GREAT OPPORTUNITY TO SAVE LIFE BY SHARING MY TESTIMONY THAT THERE ...

dana sandra

CX chief: CMOs must have the same tangible CX metrics as CFOs

Read more

Am here to appreciate Dr.onoja for using his herbal medicine to cure my Herpes virus. since 2016 now I have been living with this virus ...

dana sandra

CX chief: CMOs must have the same tangible CX metrics as CFOs

Read more

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Latest Podcast

More podcasts

Sign in