In the past few months, Facebook is making significant steps to merge its family of apps. It started by linking Messenger Rooms on Instagram and WhatsApp. Then, it merged Messenger with Instagram Direct. The latest move allows Messenger API to support Instagram Direct.
Facebook aims to make it easier for its messaging users to easily connect across apps. At the same time, it wants to help businesses better use the features of their marketing strategy. Last 09 June 2020, it added Page Inbox on Messenger. Such a function allowed brands to immediately reply to customer queries.
As Messenger API supports Instagram Direct, brands can now integrate it with their business applications. This allows businesses to use a single message platform for Facebook and Instagram pages, shops, and stories. It’s also the first time that replies to Instagram Direct can be automated. The feature is currently in beta with popular consumer brands including:
- Michael Kors
- TechStyle Fashion Group
Facebook Messenger API now supports Instagram Direct effective 19 October 2020.
Implications for Marketers:
As Facebook Messenger API supports Instagram Direct, brands are looking forward to a quicker response to Instagrammers. Marketers should consider using an application programming interface (API) for all their social media messaging. APIs provide a powerful way to connect to the audience. They allow efficient and fast message deliveries. They also increase a brand’s visibility and improve tracking ability. Especially on the Facebook family of apps, messaging has proven to help brands increase conversions and engagements.