This is a huge (or should that read “bigley”) step in the right direction.

Announced today, Instagram is going to allow API access to approved third party Social Management Platforms.

Instagram:

“While businesses have been using insights to view metrics for their content and overall presence on the Instagram app, they’ll now be able to access these valuable insights in the Instagram API for the first time. This will help businesses keep track of their organic content’s performance more effectively on third party tools outside of the Instagram application.”

So what does that mean for us as digital marketers? Quite a lot actually. There are two key platform types that are going to be positively affected:

  1. Social Measurement Tools. You will soon see a lot of these platforms applying to be approved partners and planning on releasing full integration with Instagram. This will give us in depth data analysis and insights.
  2. Content Moderators. This is a very welcome addition. essentially you will soon be able to do social monitoring, moderate comments, and respond directly from your favourite Content Moderation Platforms.

The only caveat at this stage is that the platform has to be an Instagram approved platform. This should not be a concern, however, as all of the main providers are either a partner already or will be rapidly working towards it.

No word yet if they are going to open up access to content planning and scheduling tools, but considering how much of a leap forward this is, we can only hope it comes soon.