While Instagram is one of the biggest social network apps for mobile, it has done little to build its web features. But now, the app plans to do just that, with a new online search feature.

While it seems that building its web presence is something Instagram should have considered long ago, it’s worth bearing in mind that it is the first “mobile-first” app of its kind to do this- Snapchat and Vine for instance, have not yet shown any interest in pursuing this. So in much-anticipated updates announced last week, Instagram will now allow users to search for others, locations and hash tags online, meaning desktop viewers will be able to get just as much enjoyment from the app. The move comes after Instagram redesigned its mobile features, to include an Explore page with trending hash tags and locations. This way of curating themed content together under various categories is something that will definitely amp up the way we find new people and posts- and has now also paved the way for Instagram’s online extension. While online search will be much improved on Instagram.com, the platform has also created individual pages for geo tags and hash tags, mirroring the mobile interface, where users can see top posts under these tags, as well as the most recent posts too.

So what will the overhaul mean for marketers and content creators? For marketers, there’s potential to target those users who view Instagram images via desktop- just last month for instance, Instagram web embeds generated around 5.3 billion impressions, and this number will certainly be on the rise due to the latest updates. While search and discovery is currently limited to profiles, hash tags and locations, there’s no reason why adverts or sponsored content might not soon be searchable for online, as opposed to only just in-feed as they currently occur. We might see these in “Top posts” for instance, or even in a separate category altogether such as “Promoted posts”, allowing marketers to advertise their products effectively. For content creators, Instagram.com’s clearer online interface, with bigger post windows and easy discovery features, will be a draw for top photographers to display their images. In general, we should definitely soon see the platform attract many more users, brands, and influencer collaborations.

As ever, it’s no surprise that both of these big changes coincide with Instagram’s other announcement- that it will soon enable better advertising options for businesses of all sizes, set to launch in the Autumn. The app announced that while the platform is currently well suited to larger brands and their sponsored posts, the next step will “allow businesses to purchase through self-serve interfaces and achieve the objectives they want to achieve.” And while the current lack of mobile to web linking is apparent, we will soon be able to take direct action on the platform, with new features allowing users to sign up, purchase, or download an app, all by clicking on the advert itself. Ultimately, all of these changes can only be advantageous for the platform, and we look forward to seeing how we will benefit as personal users, marketers and creators in future.

What do you think about Instagram’s latest move? Do you think it will offer marketers an easier way to source and promote content online? We’d love to hear your thoughts, so please tweet to us @PracticeDigital and share your comments on our Facebook page.