Three magazine publishers winning at Instagram
Instagram as a platform may not be the biggest traffic driver, but magazine publishers are finding unique ways of using it to push their brands.
For publishers Playboy, Natural Health and GQ, for example, Instagram has quickly become an effective new way for them to reach readers as they flip through their phones. Magazine publishers collectively have 20 million followers on Instagram, according to a new report from Magazine Media 360, which analyzed the social media feeds of 166 magazine brands.
Here’s how a few of those publishers are making Instagram work.
Natural Health Magazine
Natural Health has seen its Instagram follower account double to nearly 20,000 over the last year. The magazine, which posts three times a week, has an Instagram feed that offers a mix of inspirational quotes, photos of new health food products, and shots of people exercising.
“Our staff is living the brand and is personally aligned with it. We’re not just creating a magazine,” said Laura Kalehoff, Fit’s pregnancy and natural health editor-in-chief.
Kalehoff said that Natural Health’s Instagram success is largely a byproduct of the magazine’s rethinking of how social media fits in with its overall editorial strategy.
Photos of scantily clad women work as well on Instagram as one might expect. Consider Playboy, which has attracted 1.6 million Instagram followers since it started using the platform in 2012. That makes it the second third most-popular magazine publisher on Instagram after National Geographic and Vogue.
“It’s really about about fishing where the fish are,” said Playboy svp of digital media marketing Robin Zucker. “We are on multiple platforms. Facebook is a key driver of traffic, but Instagram is all about engaging with our audience in another way. “
Zucker added that the Playboy brand works well on Instagram because it’s inherently visual — and that goes beyond just photos of women in gym gear and bikinis.
With 1.2 million followers, GQ is the fourth most-popular magazine publisher on Instagram, according to Magazine Media 360. As with Playboy, GQ’s content formula lends itself well to visual platforms like Instagram, which it uses to post photos of men’s clothing, accessories, and celebrities that visit GQ’s offices.
“We got on Instagram early and have been continually evolving what we do on it. But what’s been consistent is that we see it as a chance to ‘open up the brand’,” said GQ editor-in-chief Jim Nelson.
Nelson said that GQ has also used Instagram to drum up hype about its upcoming issues.
“We feel like we should be making the most of Instagram’s capabilities,” Nelson said.
Read the full article here.