Instagram is fast becoming one of the leading social media marketing platforms out there, especially when it comes to e-commerce sites. From a users perspective it’s an easily accessible place to discover an ever changing feed full of aesthetically pleasing images dedicated to your preferences. From a brand’s angle - it’s an incredible opportunity to showcase your products to a highly engaged audience - what’s not to love? But when Instagram released its direct messaging service to all its users back in October, it had some digital marketers casting a blind an eye - ‘something just to enhance the user to user experience…’’ was the general consensus from comments I found online. However this couldn’t be further from the truth. In fact, this really is a tool that can be used in a unique way, enabling businesses to grow larger audiences, nurture them into loyal customers and it also provides a much faster way of delivering customer service than the conventional email or telephone call.