Liv Moloney, head of social media for The Economist, writes about how it uses Instagram to attract readers.
Moloney writes, “Over the past year, Instagram has become essential to the growth of our business and a true shop window for our best journalism. The platform’s link-in-bio feature, which enables us to link directly to individual pages, has driven several million referrals to our Web site and a marked uplift in subscriptions and registrations.
“We’ve also expanded into more news-responsive Instagram stories, as well as our regular biweekly offering, to generate referrals through swipe-ups. In December 2021, Instagram brought more article-generated subscriptions than any other social media platform for the first time, overtaking Facebook, and hundreds of thousands of referrals to our Web site.
“We have also used Instagram to make news of our own. Our regularly updated excess-deaths tracker was frequently cited by other organisations as a guide to the true death toll of the pandemic.”
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