Salesforce Announces Instagram Integration


Salesforce today unveiled a new slew of tools for its Marketing Cloud that will enable marketers to engage customers on Instagram. The cloud computing company debuted Social.com for at-scale campaign management; Active Audiences for unlocking and syncing CRM data to optimize advertising; and Social Studio for publishing, engagement, customer service, and analytics.

“L’Oreal…uses visual channels to communicate with our consumers, with the objective of promoting education around our beauty products,” Marco Ruschioni, CRM director of Salesforce customer L’Oreal, said in a press release. “Our ambition of delivering beauty for all requires a tailored approach in our messaging. Social.com enables us to be hyper-targeted in our social media buying and serve the right message to the right audience. This is particularly relevant for retargeting on Instagram, as the platform is 100% visual.”

With the Instagram integration, marketers can:

  • Advertise: Buy and manage Instagram advertising with Social.com. Now, advertisers have a single platform for Facebook, Instagram, Twitter, and LinkedIn. Cloud customers can also use Active Audiences to sync audience segments to Instagram for targeted advertising.
  • Publish: Social Studio helps marketers publish content to Instagram, track campaign performance, and share the most successful Instagram images with multiple teams across social networks.
  • Engage: Social Studio allows community management teams to review discussions, automatically route and prioritize critical responses, and collaborate as a team.
  • Service: The combination of Service Cloud and Marketing Cloud aims to allow brands to resolve customer service issues on Instagram in a timely manner and deliver a great experience.
  • Analyze: Salesforce’s social listening and analysis tools aim to empower marketers to analyze Instagram conversations; understand community feedback, sentiment, and trends; and optimize their Instagram strategy, accordingly.

Instagram currently boasts 70 million daily photo uploads and 2.5 billion likes per day, according to a press release. In addition, a recent report from eMarketer states that Instagram is expected to represent more than 10% of Facebook’s global revenues by 2017, including 28% of all U.S. mobile revenues.

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