Brands are about to get a lot more help with their Instagram campaigns. For the first time, the photo-sharing service is giving its advertisers instant access to data about how well their posts are performing.
The data sharing represents Instagram's first self-serve tools for advertisers to manage their activity on the platform. The data will be available in real-time online, giving insights into impressions, reach and engagement on paid and unpaid posts. There also will be the first ad staging tools to preview ads and show how they will look when they ultimately run.
"An advertiser will now have access to a real-time campaign summary and data showing how their target audience is responding to each of their sponsored photos," Instagram said in a blog post today, announcing the new suite of tools. "Also, brand marketers will be able to better understand the best time of day to post a photo or video."
The first brands to get the information are those that were early ad partners, like Banana Republic. Instagram started selling ads last year, and it has been an unusually hands-on affair with the company working closely with brands to create, approve, deliver and report on campaigns.
Instagram has been delivering brand reports to advertisers about campaigns, but now those same statistics will be at their fingertips.