Scheduling Instagram posts is now a reality…for businesses only

Avatar By Virginia Watson | 3 years ago

Instagram has introduced a new feature that may be useful to many businesses. The photo-sharing app, with over 800 million users, now allows businesses to schedule their posts. This new functionality will be a welcome relief to social media managers and anyone involved with handling the social media calendar for a company or business. However, the catch is the posts can only be scheduled through third-party platforms, like Hootsuite.

According to TechCrunch, the closest Instagram got to this feature was the added support for Drafts, which allowed users to prepare a post and save it for a later publication date. However, the official support for post scheduling doesn’t extend to ads, nor is it directly available with the Instagram itself. The new feature is being added to Instagram’s API (Application Programming Interface). This means that social media software applications like Hootsuite, now have access to the functionality, which they can then add to their own products. Hootsuite is one of the first partners to implement the API. According to a statement issued by Hootsuite, the decision to add this feature was in part because Instagram is the fastest growing network on the Hootsuite platform.

“The scheduling and publishing of Instagram content has been the number one request for our 16 million customers.” Now, they can manage large volumes of content, multiple team members and multiple Instagram accounts with ease and security. Hootsuite is excited to launch our new integration with Instagram to help our customers achieve their business goals and succeed with social,” stated Hootsuite CEO, Ryan Holmes,

However, for now, this update means that scheduling posts is only available to larger companies, since many smaller businesses don’t necessarily use a third-party software program when working with Instagram.

This update is part of a larger revamp of Instagram’s API platform that also included a plan to shutdown the older Instagram API Platform over the next two years, beginning on July 31, 2018. The old API is being replaced by the newer Instagram Graph API, which also includes the ability to analyze metrics and insights about the business’s performance on Instagram, moderate comments, and access the business’s mentions and add responses to those. Another new feature includes  business discovery, which offers the ability to view other business profile information and media.

Currently, these new feature is only available for registered Instagram business profiles and not personal accounts. However, according to Instagram, the support for non-business profiles is in progress and with an expected release in early 2019.