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 Good Gear Guide newsletter!

Error: Please check your email address.

Tags marketingCustomer Relationship ManagementapplicationsSalesforce.comsoftwarecloud computingindustry verticalsinternet

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Katherine Noyes

IDG News Service
Show Comments

Father’s Day Gift Guide

Most Popular Reviews

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?