Messenger API Support for Instagram Allows Hootsuite Customers to Communicate 1:1 on One of the World’s Fastest Growing Platforms

October 23, 2020 (VANCOUVER, BC) -- Hootsuite is thrilled to announce that the feature most requested by customers will soon be available in the Hootsuite dashboard. Messenger from Facebook announced updates to its Messenger API today to support Instagram Direct Messages, and Hootsuite is part of the beta program that will provide select customers with access to Instagram messaging in Inbox early, before making it available to all Hootsuite customers in 2021.

“Our customers value the relationships they are building on Instagram and have been asking for a way to manage that within their Inbox in Hootsuite for some time,” said Ryan Donovan, Chief Technology Officer at Hootsuite. “This integration will help our customers engage in more meaningful conversations from the same place they manage all of their social media. We are very excited to soon be able to offer these capabilities.”

In October, Hootsuite revealed that global social media use had risen to 4.14 billion engaged users who now spend an average of 2h 29m per day—with more than 14 people starting using social media every second. The report saw Instagram close out another quarter of exceptional growth, with an advertising audience that grew by more than 76 million over the past twelve months and now reaches 1.16 billion people.

The program will launch with a small number of closed beta customers, and will be made available to all Hootsuite customers in 2021. The integration will enable Hootsuite customers to increase business efficiencies by managing Instagram Messaging directly in the Hootsuite platform.

“We are delighted that Hootsuite is launching Facebook’s Messenger API support for Instagram,” said Konstantinos Papamiltiadis, VP of Platform Partnerships at Messenger. “Businesses and people are messaging with each other more than ever, and Instagram is an important channel to connect with customers and build relationships. Messenger API support for Instagram means businesses and developers can now manage their customer communications on Instagram at scale.”

Hootsuite’s initial release will also include capabilities for customers to manage Instagram Stories, @mentions, and messaging integrations with Facebook Shops and Instagram Shopping. Participation in the program further expands Hootsuite’s overall messaging capabilities and deepens a longstanding partnership with Facebook.