Instagram is not exactly newsroom-friendly, and it’s because of one reason. Publications cannot include a link, perhaps to an article, in their post. That would make one think Instagram’s limited ability to drive traffic to a website would, in turn, alienate publications.
But that is not the case.
Magazines have not just flocked to Instagram, but achieved success doing so, reports Digiday.
GQ, having garnered 1.2 million followers, told Digiday one way they harness the app is by promoting upcoming issues.
With the captions below the corresponding posts, here is a look at their work and the response to it. For context, it should be noted that most of GQ’s recent posts get about 10 to 20 thousand likes.
Monday it shared via video covers for its “Men of the Year” issue.
“Presenting our 2014 Men of the Year covers with @anselelgort, @shai_woodley, @mikeysam52, @prattprattpratt, Dave Chappelle, and Steve Carell. #GQMOTY”
Some posts have shared details about content already on their site, but those get less likes than most others.
Here, the magazine posted that its latest issue, the “Project Upgrade: Michael Kors Edition,” can be viewed online.
“We asked @michaelkors to give 5 average guys a sartorial lift. See the whole Project Upgrade: Michael Kors Edition now on GQ.com. (link in profile, photo by Sebastian Kim)”
GQ posts also images about Q and A’s on its site…
“Instajack: Read our Q&A with model, muse and badass @damarislewis now on GQ.com. Oh, and you’ll want to follow her on Instagram, too.”
“Instajack: read our Q&A with @haileyc123 now on GQ.com. And oh yeah, follow her on Instagram for more of this ⬆️.”
“Instajack: read our Q&A with @goodmans fashion director @brucepask on GQ.com and follow him on IG for some behind-the-scenes at the BG men’s store.”
But when GQ posted a cover, graced by Kanye West, the post racked up far more likes.
“The Kanye West August GQ cover, shot by Patrick Demarchelier, is here.”
In terms of likes, results from these posts advertising their editorial content vary seemingly based on the popularity of the person featured. Yet the approach, similar to one used on Vine, can be harnessed by publications big and small.