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Instagram’s transition to the Facebook API infrastructure

Instagram API header

On December 11th, Instagram will be completing its transition to the Facebook API infrastructure; with this transition there will be some changes to how brands source and engage with their community and content.

If you are a CrowdRiff customer, you have already received details from your Customer Success Manager. For everyone else in the travel and tourism community, here’s a high level overview:

What’s new

Tracking content from Instagram @mentions and tags. Let’s say 2 friends have an amazing day at the Getty Museum in Los Angeles, and they post photos of the iconic building, tagging or @mention-ing @gettymuseum and @discoverlosangeles. Now, both the Getty Museum and Discover Los Angeles will be able to see this user-generated content, and share it in their website galleries or acquire rights to this image to use in other marketing channels.

Tracking content from Business Accounts. In every destination, there is a wealth of content being posted by influencers, local businesses, attractions and tour operators that showcase the best the destination has to offer. Now, brands will be able to track content from other Instagram Business Accounts, bringing additional curated, high quality visual content into their ecosystem.

Sourcing content from Instagram Stories. Today over 400 million people post to their Stories daily, and over ⅓ of the Stories viewed are content posted by brands. Now, all this effort marketers put into Stories doesn’t need to go away after 24 hours; this content can be repurposed.

What’s changing

Tracking content using location trackers. Location tracking is not currently available in the new API.

Hashtag tracking. Brands can track up to 30 unique hashtags.

Over the coming weeks and months expect to see some exciting new functionality from CrowdRiff to make it easier to source and use high quality, relevant user-generated content.

As one of the only official Instagram Creative Platform Partners focused on travel and tourism, CrowdRiff is in direct communication with Instagram about the evolving needs of our customers, and how we can continue to develop functionality that will best serve the travel and tourism community.

If you have any questions about the Instagram API, please contact your Customer Success Manager or send us an email at


Photo by Makenna Entrikin on Unsplash

About the author

Amrita Gurney is the Vice President of Marketing at CrowdRiff, where she leads a team responsible for brand, content, product marketing and demand generation. Amrita loves contemporary art, museums, drinking tea and travelling (of course!).