Instagram Marketing API Deprecations, May 2025 - March 2025
Table of Contents
Meta is making changes to the Instagram Marketing API that will take effect on May 20th, 2025. The most impactful change is the ID Instagram associated with each of your ads. Due to these changes, Sprout will no longer be able to retrieve ad comments as it previously did, and we will need to modify our processes to fetch ad comments moving forward.
To align with Instagram's new ID system, we’re updating how IG ad posts and comments are ingested and surfaced in Sprout. Sprout will begin making this change behind the scenes starting on April 2nd, 2025, allowing for new ad posts and comments to function as usual.
Key Impacts in Sprout
Note: the outlined behavior below is also applicable to the agent experience in Salesforce
For IG ad posts published on or after April 2nd, and comments on those posts:
- These will appear in the app and be fully actionable as usual.
For IG ad posts and comments published before April 2nd:
- From April 2nd to May 20th:
- Old IG ad posts and comments will still appear in the app and remain fully actionable.
- You can take actions such as replying, hiding, unhiding, and deleting.
- New replies to IG ad comments on ads published prior to April 2nd will be stored under the new ID system, which may cause them to appear in a separate thread from the original ad post and comments.
- Interacting with (pre-April 2) ad posts after May 20th:
- IG ad posts published before April 2nd will still appear, but their images or videos will be blank.
- Any IG ad comments received on these ads can still be replied to, but replies received after April 2 will continue to show up separately from the original comments.
- Actions like replying via DM, hiding, unhiding, and deleting will still be available on the ad comments.
- Taking the reply action on the ad post itself (ie commenting on your own post) will not be available in the Reply View.
- To see the media and full comment thread for an old IG ad post, you’ll need to use the permalink to view it on Instagram.
For new comments on reactivated IG ad posts
- These new comments will appear in the app and be actionable; however, they will be grouped separately from IG ad comments on the same post that were published prior to April 2nd.
- The reactivated ad post itself will not be actionable in Sprout.
How this will look in Sprout
Scenario 1: Viewing an ad comment in Sprout between April 2 - May 20 when the comment was pulled into the Smart Inbox before April 2
The below image depicts what the reply view would look like between April 2 - May 20 when viewing an Instagram Ad comment that was received before April 2. Note that a banner will show with more information and a link to view the full thread on Instagram natively. All functions on the Ad Post itself (ie metrics, tagging, etc) are available.
Scenario 2: Replying to an Instagram ad comment in Sprout between April 2 - May 20 when the comment was pulled into the Smart Inbox before April 2
After hitting send, we will show a confirmation the reply has been sent and a reminder that this reply is shown in a separate thread within Sprout from comments received after April 2.
Scenario 3: Viewing an ad comment in Sprout between April 2 - May 20 when the comment was pulled into the Smart Inbox after April 2
The below image shows what the reply view would look like between April 2 - May 20 when viewing an Instagram Ad comment that was received after April 2. A banner is added above the focused comment with a reminder that comments received before April 2 will appear in a separate thread. A link will be provided to view the full thread on Instagram. The original Ad Post is read-only, meaning you are not able to take Sprout actions or view metrics on the Ad Post itself.
FAQs
Will historical records be updated?
Record updates in Salesforce will not be feasible because updates to a social post require a consistent external ID for reference. As this ID is changing, backfilling will not be done to avoid duplicating social posts and unintentionally creating new cases.
We’ll continue to monitor the changes and share updates. If you have questions about this update or need assistance preparing for this transition, please contact your Customer Success Manager or our Support team.
Will a boosted an organic Instagram post be impacted by this change?
No. When an Instagram post is published via Sprout and then boosted, a separate ad post is created. All comments on the newly created post will populate in one thread as it does today. This new ad post will not have auto-tagging on comments.
How will boosted posts be tracked with the Impressions to Views change? Will they still receive paid impressions or be treated like organic posts?
Boosted posts will continue to receive paid impressions at the profile-level reporting. However, in Post Performance, boosted posts will only show organic views. This is because Instagram does not currently provide paid views in their Marketing API, so we do not have access to that data at the post level.
