Watch step-by-step instructions on creating a business profile on Instagram in our latest blog post here.

Instagram is a place where people can turn their passions into livelihoods. For instance, handmade accessory business JACKSON AND HYDE started an account a year and a half ago to raise awareness of its wares.

And other companies, such as e-commerce business Caeden, are taking advantage of Instagram advertising to expand beyond their current followings and find new customers.

With so many companies using Instagram and many people on the platform interacting with them, there was a desire from our business community to do more. So we listened. And, after hundreds of interviews with businesses, three key needs became clear: to stand out, get insights and find new customers.

Firstly, businesses want the ability to stand out on Instagram. Many companies, including a furniture store in San Francisco in the US, shared that it would be easier for customers to email questions because comments are hard to track and take time to sift through. Secondly, businesses want a simple way to get insights. A retailer in Austin in the US explained that a lot of analytics are overwhelming and hard to apply to its marketing. And thirdly, businesses want to reach even more customers. A do-it-yourself craft shop in New York City mentioned that it's always looking for quick ways to fill seats in classes.

With these insights in mind, we set out to make Instagram work even better for businesses. So today, we're excited to unveil our new Instagram Business Tools.

Business profiles are a free feature for accounts wanting to be recognised as businesses on Instagram. With a business profile, businesses can choose how they want their customers to get in touch with them: by calling, texting or emailing by tapping the contact button, while also being able to get directions. Business profiles also unlock access to insights and the ability to promote.

Insights on Instagram give businesses actionable information about who their followers are and which posts are resonating better than others, all from within the mobile app. By learning more about the behaviour and demographics of your audience, you can create more relevant and timely content.

The ability to promote lets you turn well-performing posts into adverts within the app, helping you connect with even more customers. Simply pick a post you've already shared on Instagram and add a button encouraging people to take action. You can select a target audience or allow Instagram to suggest targeting for you. After that, your post will be promoted as an advert for any length of time you choose.

With these new business tools on Instagram, the furniture store in San Francisco can receive emails from customers, saving valuable time when responding. The retailer in Austin can better understand its audience, tailor its content and refine its marketing strategy – even beyond digital. And the do-it-yourself craft shop in New York City can quickly fill a seat, move a product or get people into its shop with adverts on mobile.

These business tools are just some of the ways that we hope make growing a business on Instagram that much easier. Business profiles, insights and the ability to promote will be rolled out in the US, Australia and New Zealand in the coming months, and will be available in all regions globally by the end of the year.

You can learn how to set up and manage your business profile, access insights and promote posts from the Instagram app here, or find more information in the Advertising Help Centre.