Hootsuite Integrates The New Messenger API For Instagram

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The integration of the new Messenger API for Instagram allows brands to manage messages directly from Hootsuite and Sparkcentral.

After joining the Messenger API for Instagram beta program in 2020, Hootsuite is now fully integrating the API into its inbox and its customer engagement platform, Sparkcentral.

Earlier this week, Hootsuite announced it will be integrating the new Messenger API for Instagram which was presented at Facebook’s F8. The new API, accessible from the Hootsuite inbox and Sparkcentral, will allow teams to attend to customers more efficiently, by seamlessly communicating on Instagram and without having to access the app natively.

The new functionality will allow brands to increase responsiveness at scale by centralizing engagements across networks – in just one dashboard.

“These days we’re seeing the entire customer journey happening on social media,” said Ryan Donovan, Chief Technology Officer at Hootsuite. “And we’re coming to understand more and more that social customer care actually touches every phase of that journey. Now, with The Messenger API for Instagram, we can really help our customers propel themselves into the future of social customer care by meeting their customers where they already are.”

Inbox users can also monitor response times, and collaborate within teams via Assignments – designating ownership to ensure an effective workflow. This is particularly useful for organizations with distinct departments.

For example, Georgia State University – one of Hootsuite’s customers participating in the beta program – saw an increase in workflow efficiency due to being able to receive messages directly and reassign ownership.

“Students don’t see different departments at Georgia State, they just see one—so we get questions about everything from accommodation to billing to class schedules,” said Terry Coniglio, Director of Content Strategy at Georgia State University. “Having Instagram messaging in our Hootsuite Inbox workflow helps us direct those questions to the right teams so we can help more students get the answers they need.”

As the use of messaging apps surpasses that of social media platforms, brands and institutions increasingly rely on them to communicate with customers and prospects. Apart from helping to manage message overload, the new feature also allows teams to monitor response times, and engage in real-time conversation with customers.

The integration of the new Messenger API for Instagram allows brands to manage messages directly from Hootsuite and Sparkcentral.

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“We are delighted that Hootsuite is launching Messenger API for Instagram. The Messenger API for Instagram is now available for all developers who make it possible for brands to improve and enhance messaging experiences with customers,” explains Konstantinos Papamiltiadis, VP of Platform Partnerships at Messenger.

“By integrating the Messenger API for Instagram, businesses and developers can effectively scale messaging workflows to better own the customer experience and build more authentic relationships.”