Marketers in the promotional products industry and beyond could soon have a new Instagram feature that will help with responsive customer service on the social media platform.

Under the feature that Instagram is reportedly testing, brands would be able to provide clickable question-and-answer options within their direct feeds on their business Instagram accounts to deliver quick responses to common queries.

Instagram has rolled out FAQs feature to more users

h/t @thenezvm pic.twitter.com/eCbsjMCDEb

— Matt Navarra (@MattNavarra) November 23, 2020

As the screenshots of the under-work feature in the above tweet from social media commenter/consultant @MattNavarra illustrate, brands could spotlight frequent questions in the message window. Users could then click for speedy answers.

“At this stage, it seems that businesses can set up four questions that will be displayed in your initial message interaction, giving brands a simple, automated way to address the most common queries,” reported Andrew Hutchinson of SocialMediaToday.

It’s unclear when the Q&A feature will be rolled out to all users.

However, social media analysts said it makes sense that Instagram is taking this step to enhance customer service functionality through the platform. Parent company Facebook already provides a similar feature on its Messenger in which Facebook Page managers can deliver automated responses to oft-asked questions.

Plus, with both Facebook and Instagram delving deeper into ecommerce, the feature could prove a “handy function to address common queries around shipping, returns, etc.,” wrote Hutchinson, who continued: “It could provide another helpful option to consider for connecting with your Instagram audience, while also lessening the response load at your end.”