This story is mainly about the Instagram ad rollouts and how advertisers are seeing big gains in followers because of the sponsored content on the channel. That’s great, and interesting for anyone in healthcare marketing that is thinking about where to place a visual campaign, but the real interesting piece was in a throwaway line at the end of the article:
Instagram may be unveiling another tool to help brands better communicate with consumers–private messaging. As users know, photo comments often lead to lively conversations, and having a way to communicate privately could give brands a great deal of reach on the platform, much like how brands now use Twitter DMs and Facebook messages to communicate with fans and answer queries.
A private message channel would allow healthcare marketers to engage users on regulated subjects such as off-label comments and adverse events. We will keep on top of this story and report when we know more.