New Changes to Instagram Tracking and Analytics in ZoomphAugust 22, 2018
At the beginning of this year, Instagram announced that it would launch a new Instagram Graph API and deprecate the older Instagram API to safeguard your personal privacy. Instagram has since restricted—or in some cases, completely denied—access to apps that relied on this data to build social analytics reports and tools.
Fortunately, Zoomph is one of the first to receive and work with the new Instagram API. This means that while Instagram is still changing the way its data can be used, we can use the private Instagram Graph API to create features around monitoring, analytics, and activations.
What else has changed?
In April 2018, Instagram took many companies by surprise when it limited access to its public API—several months earlier than anticipated.
Zoomph was impacted, but not as severely as others. Early changes to our platform included limited hashtag tracking, anonymized user-generated content, and deprecated follower analytics.
Beginning September 7, our platform will include additional enhancements so that you can take full advantage of Instagram’s Graph API. While this API is much more restrictive than the older API, it returns valuable information on your owned content.
Our new features will let you connect your business Instagram account to Zoomph to analyze the engagement on your posts. Track the comments, likes, and engaged handles on your posts to better understand what’s driving attention around your brand.
Connecting Your Business Instagram Account
To start analyzing your Instagram posts, you must be an admin of a business Instagram account and Facebook Page. You can easily turn a personal account into a business account by opening your Instagram on your phone and going to Settings > ‘Sign up for a Business Profile’ or ‘Switch to Business Profile.’
Instagram will require you to connect your Instagram handle to a Facebook Page to create a business profile. Follow the prompts on the Instagram setup or log into Facebook Business Manager and go to Settings > Accounts > Instagram Accounts > Add.
If your brand or agency owns multiple Instagram handles, follow the above steps for each. Remember, that you must be an admin of all the Instagram handles and Pages that you connect to Zoomph. In addition, a Zoomph feed can only track one Facebook user at a time, so make sure you link your Instagram handles to Pages that are owned by the same Facebook user.
Creating a Feed that Tracks Your Account
Once you’ve created your Instagram business account, create a feed that’ll track your posts. Go to Feed configuration > Instagram and sign into your Facebook account.
The search box will automatically list the Facebook Pages and Instagram handles that are linked to your account. Select the handles you want to track, then click ‘add account.’
Your feed will now pull in all content posted by your Instagram handles. You can also backfill content as far back as seven days.
You’ll receive data on the comments and likes left on your posts, alongside the handles of people who’ve engaged with your content. Explore individual posts or comments from Content Discovery or view aggregate metrics from your Engagement Report.
What’s Still to Come and How to Prepare
Zoomph still has access to the public Instagram API until December 11, 2018, allowing you to do things like track public hashtags on Instagram. However, many of these capabilities will be removed by the end of the year and replaced by newer features.
It’s important to note that these changes will impact all companies and apps with access to Instagram data. And Facebook APIs are similarly incurring major changes.
Despite losing access to traditional data, the new Graph API offers access to more modern and insightful data.
Because of this, our platform will soon let you discover, monitor, and analyze mentions of other brands. It’ll also provide deeper insights into your business performance through metrics like, Instagram Story stats, video metrics, and more.
In the meantime, we recommend adjusting strategies (if necessary) for engaging or researching your social audience. After December 11, you will no longer be able to use our activation or monitoring tools to collect unowned content (that is, content that you did not publish yourself) via Instagram hashtags. This is a universal change that’ll impact every app using Instagram data.
Our audience analytics tools will only apply to Twitter audiences. In general, Twitter is a good source for real-time engagement and research. It has always served as a public, open forum, offering both the volume and depth of data needed for meaningful analysis.
Editor’s note: In the midst of recent data concerns and policies, Facebook has been auditing every platform that utilizes its data. We are excited to announce that Zoomph has been fully approved by both Facebook and Twitter.
Questions? We’re here to help! Contact us at firstname.lastname@example.org or tweet us @Zoomph.
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