It’s not just millennials and Zs who are in love with Instagram; also brands and the media. The question is frequent in our marketing trainings : How do I grow my account? Who is a good benchmark on Instagram? The answer is not to run to see influencers because we know that many of their accounts are inflated; nowadays it is very easy to create one . If we really want to get serious, we have to see what brands with tradition and prestige are doing, such as The Guardian that is using Instagram to cultivate and woo a young audience that does not usually visit its main digital products. And the Guardian is a medium focused on an audience that seeks analysis and reflection on current issues. Cyprus Phone Number List He is not a BuzzFeed, specializing in viral content and whose job it could be to publish anything pop that catches the eye, from kittens to “you can’t believe how short these miniskirts are.” How to create engagement for a business? One that cannot afford those banal luxuries … Like your brand or ours …Benchmarking Instagram for Business How about we do some benchmarking on Instagram and analyze what The Guardian does? The Guardian’s work on Instagram According to Digiday , The Guardian has progressively increased its followers on Instagram and today has more than 900,000, 57 percent more than a year ago. Even more interesting, 60 percent of those who follow links to The Guardian site are new readers to the outlet, not repeat readers, according to the editor. The plan is to encourage those followers to become regular readers of The Guardian’s site and apps, and eventually possibly even pay for a subscription.
You have to pay close attention to the previous paragraph … Te Guardian uses Instagram to raise awareness and bring new readers to your site, who over time become recurring and later pay a subscription. We have just described what your content strategy funnel looks like. It’s not putting subscription ads with conversion pixel to see how many drop! If there is no awareness, engagement and a lasting relationship … Why would a user buy a product or service? Of course, many small brands consider this part of the “crush” as a big waste of time and want the instant sale. Bad news… it doesn’t usually exist. The internet doesn’t work like that. Benchmark on Instagram Why else is The Guardian a benchmark on Instagram The Guardian has introduced many more Instagram Stories in the last year to keep people interested. One is a weekly story called “Fake or For Real,” which features a Guardian reporter exposing some of the biggest fake news that emerged that week and asking readers to say whether they think the news is true or false, before telling them the truth. The one-minute story gets roughly 50,000 views every Friday and has proven popular with people abroad, according to The Guardian social producer Eleni Stefanou.”Ramadan Diarios” is another recurring story featuring Guardian journalist Iman Amrani, who explains issues related to Muslim culture. Instagram also tells stories of real refugees through the use of mobile video. One of our most viewed Instagram stories was filmed by a young woman who documented her escape from Syria and her journey through Europe.
Wow! Of course, achieving this is not the work of a community manager … The Guardian has three people dedicated to posting on Instagram and Facebook groups. This team is separate from the core team that focuses on the general distribution of media content per se, on Facebook and Google (optimizing content), but both teams work closely together. Designers, journalists and video producers from The Guardian’s multimedia team support with footage. Cyprus Phone List The account is thus a mixture of original content created specifically for Instagram with other existing assets, many of which are images taken from important news, which are only compiled into galleries to help tell the story in images. Here is an example of violence against women in Mexico. The Guardian, a benchmark on Instagram Surely now you will say … Brave benchmark on Instagram!, No, no! In our company we only have one person. Certain. This is the case in most SMEs, but what must be learned here is that The Guardian does not put photos without a strategy or direction. In addition, they make a healthy mix of images, videos, stories and even articles and images published on their site before but that can have a new life on the platform.