Goodbye dear friend.

Words by

Giulia Brugliera

There have been rumours flying around for a while now that Instagram is changing. 

Turn on notifications, they said. The chronological order is gone, they said. 

Well no, none of the above have occurred yet. However, there’s a new sign the end is nigh: Instagram is rolling out new features for businesses.

Admittedly, this would be great news if it wasn’t an omen of bad things to come. 

The new features will allow customers to reach out via phone, email or texts, with profiles including maps and directions to stores where applicable.

Business profiles will also have access to Insights. 

Like its Facebook counterpart, Instagram Insights will help businesses track which posts are doing well, as well as post impressions and engagement. It will also deliver increased data on followers such as gender, age and location.

A more foreboding addition, however, is that Insights will allow businesses to track reach, pointing to the fact the platform is likely to limit reach in the near future.

The features will start rolling out across Australia, New Zealand and the US, before hitting the rest of the world.

Goodbye dear friend. Thanks for the memories. 


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