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Instagram for Business API Essential Guide

Aug 2, 2024 • 6 minute read

What type of API does Instagram for Business provide?

Instagram for Business primarily uses a GraphQL API.

GraphQL API

  • Instagram uses a GraphQL API, which combines elements of SQL and REST APIs.

  • The Instagram GraphQL API allows developers to query exactly the data they need, rather than getting fixed data sets like with REST APIs.

  • It provides functionality to receive and publish data, manage comments, search tags, obtain metrics, and more.

Key Features

  • Allows specifying exactly what data to retrieve using queries

  • Uses a single endpoint for all data requests

  • Strongly typed schema that defines available data and operations

  • More efficient data fetching by avoiding over-fetching of unneeded data

  • Declarative approach where clients specify what data they want, not how to get it

Comparison to Other API Types

  • GraphQL is different from REST and SOAP APIs, which are other common API types

  • REST APIs typically have multiple endpoints and return fixed data structures

  • SOAP APIs use XML for data exchange and have a more rigid structure

  • GraphQL provides more flexibility in data querying compared to REST and SOAP

Does the Instagram for Business API have webhooks?

Yes, the official Instagram for Business API does have webhooks. Here are the key points about Instagram webhooks:

Webhook Availability

Instagram webhooks are available as part of the Instagram Messaging API. They allow you to receive real-time updates when certain events occur on an Instagram account.

Configuring Webhooks

To set up Instagram webhooks:

  1. You need to have a Facebook page and Facebook app associated with your Instagram business account.

  2. Connect your Facebook page to your Instagram account in the Meta Business Suite.

  3. In the Meta for Developers portal, add the Webhooks product to your app.

  4. Select "Instagram" as the object to subscribe to when setting up the webhook.

  5. Provide a callback URL where you want to receive webhook events.

Subscribable Events

You can subscribe to the following types of events for Instagram webhooks:

  • comments - receive notifications when comments are made on posts
  • messages - receive notifications for new messages
  • message_reactions - receive notifications for reactions to messages

Key Considerations

  • You cannot subscribe to the "messaging_seen" event for Instagram, unlike Facebook Messenger.

  • The "pages_messaging" permission may be required to set up some Instagram webhook subscriptions, even though it's not explicitly mentioned in the Instagram docs.

  • Webhook events are configured in the developer dashboard under Messenger > Instagram Settings, not via the /subscribed_apps endpoint used for Facebook Messenger.

  • You may need to go through App Review to enable webhooks for client Instagram accounts.

Best Practices

  • Use a secure HTTPS endpoint as your webhook callback URL.
  • Implement proper verification of webhook requests from Instagram.
  • Handle webhook events asynchronously to avoid timeouts.
  • Set up error handling and retry logic for webhook processing.

In summary, Instagram webhooks provide a powerful way to receive real-time updates for business accounts, but require some setup through the Meta for Developers portal and may have some differences compared to Facebook Messenger webhooks.

Rate Limits and other limitations

Here's a summary of the API Rate Limits for the Instagram for Business API:

General Rate Limits

  • Instagram API uses the same rate limiting as the Graph API: 200 calls per user per hour.
  • The API limit was reduced from 5,000 to 200 requests per hour.

Specific Endpoint Limits

  • The /media/comments edge limits writes to 60 writes per user per hour.

Types of Rate Limits

  1. Platform Rate Limits:

    • Applied to Instagram Basic Display API requests.
    • Applied to Business Discovery and Hashtag Search.

  2. Business Use Case (BUC) Rate Limits:

    • Applied to Instagram Graph API requests.
    • Depend on the endpoints being queried.
    • The quota depends on the app's Marketing API Access Tier.

Performance Rate Limits

  • An app can make a maximum of 200 calls per user during a rolling one-hour window.
  • This is not a per-user limit; the total calls for all users of an app can exceed 200 per hour.

Business Use Cases Rate Limits

  • Applied to all calls to Instagram Graph API.
  • Each count is unique for each combination of an app and its user pair.
  • The call rate limit resets every 24 hours.

Key Points to Consider

  • Rate limits are designed to maintain platform stability and prevent abuse.
  • Exceeding rate limits results in API requests failing and returning error codes.
  • Real-time rate limit usage statistics are included in headers with most API responses.
  • If both Platform and Business Use Case rate limits can be applied to a request, BUC rate limits will be applied.

Best Practices

  1. Optimize API calls by batching requests and implementing response caching.
  2. Implement exponential backoff strategy when encountering rate limits.
  3. Design apps according to rate limit policies to avoid unintentional overuse.
  4. Stay updated with platform changes that may affect rate limit policies.

By understanding and adhering to these rate limits, developers can effectively use the Instagram for Business API while avoiding throttling issues.

Latest API Version

Based on the search results provided, here is the most up-to-date information about the Instagram for Business API:

Current Version

The most recent version of the Instagram for Business API appears to be version 9, which was released in March 2021.

Key Points to Consider

  • The Legacy Instagram API was deprecated in 2018 and is no longer available as of January 19, 2024.

  • Instagram now offers two main APIs:

    1. The Graph API - designed for Instagram Businesses and Creators
    2. The Basic Display API - for accessing basic profile information, photos, and videos

  • The Graph API is now the primary way for apps to read and write to the Facebook social graph, including Instagram.

  • Access to the API has become more restricted since 2018 due to security concerns, requiring developers to go through an approval process.

Recent Updates and Features

  • In May 2023, new resources were added to the Instagram Business connector, including insights for Carousel Album Media, Image and Video Media, Reels, and Stories.

  • The 2024 update introduced several new features:

    • User tagging in Reels
    • Customizable 'Original Audio' names
    • Higher media posting limits
    • Monetization and discovery tools, including Creator Marketplace and Project Briefs

Best Practices

  1. Use a Business Instagram account connected to a Facebook account.
  2. Configure a Facebook App to access Instagram accounts.
  3. Ensure you have verified Business accounts for both Facebook and Instagram.
  4. Obtain a Facebook Developer account for API access.
  5. Go through the approval process, which involves specifying data usage and providing a valid Privacy Policy.
  6. Only switch to Live mode after receiving approval to avoid losing access to data.

In conclusion, while the most recent major version update was to version 9 in March 2021, Instagram continues to add new features and resources to its API. Developers should stay informed about these updates and follow the best practices to ensure compliance and maintain access to the API.

How to get a Instagram for Business developer account and API Keys?

To get a developer account for Instagram for Business and create an API integration, you need to follow these steps:

1. Create a Facebook Developer Account

First, you need to create a Facebook Developer account if you don't already have one. This is because Instagram's API is managed through Facebook's developer platform.

2. Create a Facebook App

Once you have a Facebook Developer account:

  1. Go to the Facebook Developers website
  2. Click on "My Apps" in the top right corner
  3. Click "Create App"
  4. Choose the app type (likely "Business" for Instagram Business integration)
  5. Follow the prompts to set up your app

3. Add Instagram to Your App

After creating your Facebook app:

  1. Go to your app's dashboard
  2. Click on "Add Product" in the left menu
  3. Find "Instagram" and click "Set Up"
  4. Follow the instructions to add Instagram to your app

4. Configure Instagram Basic Display or Instagram Graph API

Depending on your needs, you'll want to set up either the Instagram Basic Display API or the Instagram Graph API:

  • Instagram Basic Display API: For accessing basic profile and media data
  • Instagram Graph API: For more advanced features, including posting content and managing comments

5. Submit for App Review

Before you can access most API features, you'll need to submit your app for review:

  1. In your app dashboard, go to "App Review"
  2. Select the permissions you need
  3. Provide detailed information about how you'll use the API
  4. Submit your app for review

What can you do with the Instagram for Business API?

Here's a list of data models you can interact with using the Instagram for Business API, along with what is possible for each:

User Profile

  • Access basic profile information (username, bio, profile picture, etc.)
  • Retrieve follower and following counts
  • Get business category and language information
  • Obtain age recognition data from recent photos

Posts

  • Retrieve post content, language, and hashtags
  • Access tagged users and location information
  • Get engagement metrics (likes, comments, video views)
  • Download post attachments (videos, images)
  • Fetch comments and replies, including owner ID, text, and like count

Stories

  • View and upload Instagram Stories data
  • Build applications to interact with Stories content

Hashtags and Mentions

  • Track mentions and hashtag performance
  • Search for posts by hashtags or locations
  • Monitor up to 30 hashtags within a 7-day period

Analytics

  • Access account insights and performance metrics
  • Analyze follower demographics and engagement rates
  • Track post performance and audience behavior

Content Publishing

  • Schedule posts for Business accounts
  • Manage content publishing through the API

User Interactions

  • Respond to comments on posts
  • View tags from other accounts
  • Check out other business profiles

Search Functionality

  • Search for posts by hashtags or locations
  • Filter results by date, text query, and language

Campaign Management

  • Set up and track contest or campaign hashtags
  • Gather posts tagged with specific campaign hashtags

Product Tagging

  • Include "Shop" buttons on posts and ads
  • Enhance product placement and targeted marketing

Customer Support

  • Implement automated responses and chatbots
  • Track brand-related mentions for customer service

Key Points to Consider:

  • The Instagram API allows for seamless integration of Instagram features into external platforms
  • It provides opportunities for enhancing user engagement and improving customer support
  • The API enables automation of various processes, saving time and resources for businesses
  • Proper use of the API can help increase followers organically and boost sales
  • Developers must comply with Instagram's API Usage Policy and prioritize user privacy and security

Remember that the specific capabilities may vary depending on the type of Instagram API you're using (e.g., Graph API, Basic Display API) and the permissions granted to your application.

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