9/25/2023 0 Comments Hootsuite and instagram![]() Data is getting better, the transparency of the data and the usefulness of context is getting better and we continue to see a lot of opportunities around leveraging data we’re sitting on. JW: ROI continues to be the number one among marketers in general. With regards to Hootsuite’s own data and insights, what do you see as key trends and developments impacting social media marketing at present? What we’re starting to see is that using those insights people can actually start targeting some of the functionality in more advanced ways, mapping them against posting schedules and making sure the experience is refined and optimised as much as possible. JW: One thing that we’re seeing from our standpoint is a new frontier of people leveraging the data and insights they’re getting across all digital means, including social. How do you think the ability to schedule posts could affect this? A recent report showed Instagram to be leagues ahead in terms of popularity among influencers. We’re excited to be alongside them and to activate it in real-time. It is a well-known fact that they are extremely sensitive to consumer behaviour and the customer experience so they wanted to make sure that they got the experience right and wouldn’t comprise it by opening an API unnecessarily. We’re one of the premium partners that launched the update when Instagram made the announcement. We’ve had four customers on the programme for a number of months now and using that as the mechanism to garner feedback and how this API is going to work. We’ve been working really closely with them and because of our close partnership, we were able to get into their Alpha Programme for this graph API. Instagram previously didn’t have the capability or didn’t make this available from an API perspective. JW: Let’s make one thing clear this was a limitation. Why has it taken so long to add this ability? This has been long-awaited among marketers using IG. The theme to remember here is flexibility – allowing people to schedule and publish content when it makes sense for them and what the performance data tells and aligning this with their objectives. The second one is the scheduling functionality which is really key. One is the security of having this API attachment the platform connects with to schedule and publish posts directly to Instagram. There are a couple of components this brings to marketers. It’s been the number one most requested feature from our users for about two years since the launch of the Instagram integration. ![]() JW: We’re really excited about the announcement. How’s this going to change things for social media marketers? ![]() You’ve just announced some new features to the Instagram API, including scheduling and publishing content via the Hootsuite dashboard. ![]() I also look after the marketing function which is tightly aligned with sales. I have three core groups under me one is product marketing and solutions marketing group, sales enablement group and partner marketing. Jeremy Wood: I’m the VP of product marketing over at Hootsuite. Firstly, Jeremy, tell us a little bit about your role at Hootsuite? On its partnership with the fastest-growing social media network, PerformanceIN got the chance to speak to Hootsuite’s Jeremy Wood (VP of product marketing). In addition, marketers can also access and view posts they’ve been tagged in and other branded profile responses, resulting in valued insights to keep track of organic content and overall performance on the platform. As of January 30, users can schedule and publish Instagram posts directly through the social media management platform as part of its Application Programming Interface (API). One of the most demanded requests for Hootsuite from customers and marketers alike has now been granted. ![]()
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