How to manage an Instagram Business account with multiple users

Managing an Instagram Business account with multiple users can be a challenge that your growing business has to face. With 86% of B2C brands now using Instagram as part of their marketing strategy, teams need seamless collaboration to keep up with increased engagement on the platform. 

Instagram's increased popularity over the last decade has led to increased pressure for businesses to manage messages, comments, and interactions quickly and in their brand voice. But with larger businesses having many facets it's often simply too much to show on one account. 

So what are the solutions available for businesses who need to have multiple accounts on Instagram? 

That's exactly what we'll explore in this article. We will look at how you can streamline the management of your Instagram Business Account for multiple users, ensuring your team stays organised, responsive, and proactive in delivering the high quality customer experiences that your audience are used to. We'll also cover tools like the Instagram DM API and how platforms like Trengo can make managing multiple simpler.

Why do businesses create multiple Instagram accounts?

As your business expands, a single Instagram account might not be enough to communicate with your different audiences. Creating multiple Instagram accounts allows your brand to customise its content to a greater level and engage more deeply with specific audience segments. 

Here are the four main reasons why businesses create and manage multiple Instagram accounts.

1. Targeting different audiences

Businesses often manage several product lines or services aimed at different demographics. Creating multiple Instagram accounts helps them tailor content for these specific groups. 

For example, Nike has separate Instagram accounts for Nike Women, Nike Basketball, and Nike Running, each focusing on content that appeals to that particular audience.  On the Nike Women page, the posts highlight women’s products, such as sports bras and leggings, as well as women’s achievements in sports. 

This type of content may not resonate with the followers of Nike Running, where posts focus more on running gear and athletic accomplishments in track and field. While the content varies, the overall design style and tone of voice remain consistent across all accounts, maintaining Nike’s brand identity while delivering different messages.

2. A place for employer branding

Larger companies often create separate Instagram accounts to focus on employer branding. This helps highlight the company culture, employee experiences, and job opportunities without mixing it with customer-facing marketing.

A great example of this is Starbucks Jobs, which is entirely dedicated to promoting careers at Starbucks, showcasing what it's like to work there, and sharing employee stories. This keeps the hiring content separate from their main product promotions as not everyone who likes to drink starbucks also wants to work there.

3. Local content customization

For global businesses, having multiple Instagram accounts is a must. It enables you to deliver different content to different regions, and possibly also in different languages. 

Different markets often have unique cultural preferences, and content that resonates in one country might not have the same effect elsewhere. For instance, Coca-Cola runs country-specific accounts, such as Coca-Cola Korea and Coca-Cola GB & Ireland, each posting content tailored that matches the culture of those audiences. 

💡For example, Coca-Cola GB & Ireland recently posted a reel in which a family was eating a roast dinner and drinking Coke. In other parts of the world, where a Sunday roast isn’t part of the culture, this scene might not resonate or connect with local ideas of family traditions that the reel was trying to portray. This approach to dividing content by culture and region ensures that their messaging is always relevant and appropriate.

4. Managing multiple products and services

If your company offers a wide range of products, managing separate Instagram accounts for each product line can help avoid confusion and keep messaging focused. 

Nike’s approach of creating distinct accounts for different activities (like Nike Basketball or Nike Running) allows them to engage specific audiences with content that’s directly relevant to their interests. This way, followers of each account only see posts that matter to them, increasing engagement and brand loyalty.

Instagram messaging for different business sizes

To manage an Instagram business account with multiple users, you have to choose the right messaging tool. If you're a small business with a few messages you will need a different tool compared with a larger enterprise managing thousands of inquiries. The three main options to explore are: 

• Instagram Message Inbox
• Facebook Business Suite Inbox 
• Instagram Direct Message (DM) API.

1. Instagram message inbox

The Instagram Message Inbox is a straightforward, free option best suited for small businesses handling a low volume of messages. Available on both the Instagram app and desktop, it offers basic functionality but lacks features to help you organise your messages. 

While it works fine for single users, managing an Instagram business account with multiple users can quickly become overwhelmed due to its limited features. If you need to handle more messages or collaborate with multiple users on an Instagram business account the basic inbox probably won't meet your needs.

2. Facebook Business Suite inbox

The Facebook Business Suite Inbox is designed for small to medium-sized businesses. It offers more advanced features for managing a higher volume of messages. It includes tools like:

• Manual contact assignment
• Labels
• Notes

These features make it easier for you to stay organised. You can also mark messages as "Done" or "Follow Up." 

However, businesses that operate with multiple admins on an Instagram account may find the Suite limited. It lacks automated workflows and more advanced analytics that larger teams often require.

3. Instagram DM API

For large businesses managing higher volumes of messages, the Instagram DM API is the most comprehensive solution. 

This API allows businesses to connect their Instagram messages to third-party platforms like Trengo, which offer advanced features such as multiple admins on an Instagram account, automatic contact assignment, and performance tracking. 

While the API itself doesn’t include a user interface, it’s designed to integrate seamlessly with customer service platforms. This enables your business to manage high volumes of interactions in a third-party platform where multiple members of your team can manage multiple Instagram inboxes. 

Enabling multiple users on one Instagram account via Instagram DM API

For businesses with large teams, the Instagram DM API is the best solution for multiple users on one Instagram account. This API integrates with platforms like Trengo, allowing you to manage high volumes of messages, assign roles, and track team performance.

Instagram DM API messaging window

The Instagram DM API comes with a 24-hour messaging window. This means that you need to respond to customer messages within 24 hours of receiving them. 

After the window closes, you are restricted from making further replies. This encourages timely responses and should improve customer satisfaction (but only if you keep up with responses).

However, there’s a solution if you need to respond after the window has closed: the Human Agent Tag. This tag extends the messaging window for an additional seven days, allowing you to continue conversations when necessary. 

This feature is particularly useful for teams managing a large number of conversations. It should help you make sure that no messages are overlooked and that you have sufficient time to find a viable solution for each customer.

Instagram DM API: pricing

The good news about the Instagram DM API is that it's free. 

However, while the API is free, to make good use of it, you typically need to have access to a third-party platform, such as Trengo. These platforms offer more advanced messaging tools, like

• Automated contact assignment
• Message tracking
• Performance analytics

Pricing for these platforms varies depending on the number of users and the scale of operations. While they can be a costly investment, the various subscription options for tools like Trengo make them a flexible solution for businesses of different sizes.

Once you integrate your Instagram inbox with the API, you can take full control of your messaging system. This includes organising and assigning tasks to team members, without needing to share login details.

How to get Instagram DM API

Setting up the Instagram DM API is straightforward. 

Here is a step-by-step guide to get started.

1. Convert to a Business Account: If you haven’t already, switch your Instagram profile to a business account via the settings menu.
2. Connect to Facebook: Ensure your Instagram business account is linked to a Facebook Business Page by going to Settings > Account > Linked Accounts.
3. Enable the API:some text
   1. Go to your Instagram Business profile, click the menu, and navigate to Settings > Privacy > Messages.
   2. Toggle on Allow Access to Messages under Connected Tools.
   3. Alternatively, you can enable this through Facebook Business Suite by going to Settings > Instagram Connection.
4. After setting up the API, connect it to a platform like Trengo. This will allow you to manage conversations more effectively, assign roles to different users, and ensure seamless collaboration across your team.

5 Tips on how to manage multiple Instagram accounts

Here are five actionable tips to help you manage multiple Instagram accounts smoothly.

1. Set clear goals for each account

Each Instagram account should have a specific goal tied to your business strategy. For example, if you're managing an account focused on product sales, your goal might be to increase conversions by 10% over the next quarter. Meanwhile, a regional account might focus on growing local followers by 20% to build brand presence in that area.

To set effective goals, define the account’s purpose and audience first. Then, use the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound. 

For example, “Increase engagement on our product page by 10% through weekly product demos and influencer partnerships over the next three months” is a clear, actionable goal that guides both content creation and performance tracking.

By setting targeted goals for each account, you ensure that every post serves a clear purpose, making it easier to measure progress and adapt strategies as needed.

2. Develop a unique content strategy for each account

To effectively manage multiple Instagram accounts, it’s essential to tailor a content strategy for each one. Start by understanding the specific audience for each account—whether it's based on product lines, regions, or customer interests. 

For example, a sports brand like Adidas might have one account focused on women's running gear and another on streetwear. It can then gear its content to each audience's preferences.

Post frequency and timing should also be customised. A regional account may require posting during local peak hours, while a brand account might post less frequently but with higher-quality visuals. Additionally, mix up content formats—use Stories for quick updates, Reels for tutorials, and regular posts for key announcements.

3. Assign specific roles for each account

Managing multiple Instagram accounts can get overwhelming without clear responsibilities. Assigning dedicated roles to team members ensures that every account is maintained efficiently and consistently. 

For example, one person could manage customer inquiries and DMs on a customer support account. Another team member focuses on posting and engagement for a brand or product-specific account.

Using a tool like Trengo makes this process smoother by allowing you to assign specific roles and permissions to team members across different Instagram accounts. With Trengo, you can set up multiple users to manage multiple accounts from a centralised dashboard. This way, each team member knows exactly which account they’re responsible for, and tasks such as responding to specific types of inquiries and analysing performance are properly divided.

Trengo also enables real-time collaboration, so even if multiple people are handling different tasks on the same account, there’s no overlap or confusion. You can monitor which team member has responded to which inquiry, assign conversations to the right person, and ensure every message gets handled. 

4. Personalise your content for each audience

One of the major advantages of managing multiple Instagram accounts is the ability to tailor content to specific audiences. Each account likely serves a different demographic, region, or product line, so it's essential to create content that resonates with that particular group.

For example, if you manage a global brand with regional accounts, the content for your UK audience might focus on local events, trends, or holidays. Your US account could highlight different seasonal campaigns or customer stories. 

Similarly, if one account is product-focused, your content should include tutorials, user reviews, or product demonstrations. Recruitment-focused accounts might spotlight employee stories or company culture.

5. Centralise messaging with a platform Like Trengo

When managing multiple Instagram accounts, handling customer inquiries and messages across various channels can quickly become chaotic. A platform like Trengo simplifies this process by placing all incoming messages into one inbox. 

With Trengo, you can respond to DMs from all your Instagram accounts in one place. This means you don't need to switch between Instagram, Facebook, mulitple profiles etc.. You can also assign messages to specific team members, ensuring that each inquiry is addressed by the right person. 

This is particularly useful for businesses with multiple people handling customer support, as it allows for clear communication and tracking of each conversation.

Trengo’s automation features can also allow you to set up auto-replies for common inquiries or use chatbots to handle initial interactions. 

This ensures that no message is missed, even if your team is handling a high volume of inquiries across different accounts. 

Manage Instagram Business Account Multiple Users with Trengo

Managing multiple users on an Instagram business account can be a challenge without the right tools. Trengo simplifies the process by centralising your messaging, assigning roles, and streamlining team collaboration across multiple accounts. 

Whether you're handling customer support across multiple product lines or in various regions, Trengo ensures your team works efficiently and stays organised.