Publishers on Instagram: Not What You Thought

2017 is proving to be a massive growth year for Instagram.  The platform now has 800 million monthly users (up from 600 million in January) and half a billion daily users. That’s a whole lot of potential viewers – and dedicated audience members – for publishers. Let’s take a look at how some publishers are finding video success on the platform, and what you can learn from their approaches.

Keep the news short and simple

When covering news, from a breaking story to an ongoing story, short and simple is your best bet on Instagram. Combine these classic tenets of social video with some truly oustanding footage and your video is optimized for the platform.

Check out this great piece from CBS News to see one example of what great, successful news coverage on Instagram looks like:

Celebrity focus helps Entertainment coverage

Successful entertainment-centric publishers on Instagram have found some styles and subjects to stick to for success. Naturally, a celebrity focus is always a big lift, whether this takes the form of a particular story or a super short interview clip. Lots of entertainment publishers also utilize meme-style videos (which can now be created in Wochit), which are ever-more popular on Instagram.

Essence is a leading publisher in entertainment with a lot of success on Instagram and this tribute to Aaliyah shows why:

Aaliyah, we can only imagine the impact you would have had had your life not been cut short.

A post shared by ESSENCE (@essence) on

Lifestyle and other content benefits from standing out

Instagram, as a platform, trends towards lifestyle and entertaining content. Whether it’s the main focus of a publisher or just the subject of a particular piece, there’s no shortage of those video types. The trick to standing out from your peers is to experiment, making your videos unique and memorable. Keeping them super short and humorous is also a big boost.

This playful piece from HelloGiggles has a lot of tricks up its sleeve:

All that glitters is not gold… Unless we're talking about @Compartes' frozen hot chocolate.

A post shared by hellogiggles (@hellogiggles) on

Use Instagram Stories

Instagram Stories now have over 250 million daily users, trumping Snapchat’s 166 million daily users. But the Stories feature isn’t just for solo users – a lot of publishers are putting it to great use.

From offering more background and context to your main content, offering behind the scenes looks, and much more, Instagram Stories is a great way for publishers to direct new content at their audiences in a more intimate way. For some more great tips and insight on how publishers can utilize Stories, head over to Newswhip.

Instagram’s continuing (and accelerating) growth makes it a platform to not be ignored by publishers. Hundreds of millions of people are using Instagram every day, watching and engaging with videos. Making yours stand out to those viewers will help grow your audience and expand the social presence of your organization.


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