This will be long-awaited news for many Instagram marketers. After this functionality was first discovered in testing last February, Instagram has confirmed that it will begin a small rollout of direct messaging through the web version of its app.
Instagram says that a small percentage of users will initially be given access to this option, and the process is still in testing.
As noted, DM access through the desktop version of Instagram was first discovered when tested by reverse engineering expert Jane Manchun Wong last February, and Instagram updated the format and parameters when testing again in October.
This addition will make Instagram’s messaging tools more accessible as not all users can access the platform through the app. People in regions with limited network access or limited data plans can benefit from being able to connect to their DMs on an alternative platform. And given the popularity of direct messaging in Instagram, as evidenced by the launch of its application for the exchange of messages Threads in the past year, the platform makes sense to look for additional ways to facilitate direct interaction.
For brands, this add-on can have certain benefits for those looking to use Instagram Direct for customer support requests, allowing for easier integration into your broader social media workflow.
Integration could also be part of Instagram’s mindset – Facebook is still working on its plan to integrate the messaging functionality of all its apps into one interconnected structure, where anyone can send messages to anyone via WhatsApp, Messenger, and Instagram. Perhaps Instagram adding DM to the network is another element of this incremental process.
Again, only a small percentage of users will be able to access their Insta DM via the web version at this point, but it looks like it will be available to all users in the near future.
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