Tag Archives: Digiday

Here is how NowThis used various social media platforms in their Bernie Sanders interview

Many on social media know that all platforms allow different forms of content. NowThis News, which publishes almost all of their content on social media, recently took that to heart.

NowThis, affiliated with NBC, published an interview with Sanders across all their social media networks, with some posts tailored very specifically to the respective platform.

Here are samples of some of the posts:

Instagram:

Twitter:

(For those wondering how they apparently uploaded a video longer that Twitter’s 30-second limit, this might help)

Vine:

Facebook:

Screenshot of NowThis' Facebook video of  Sanders.
Screenshot of NowThis’ Facebook video of Sanders.

(Link to video: https://www.facebook.com/NowThisNews/videos/897613636995428/)

Digiday:

NowThis crowdsourced its questions from social media and focused on topics that are important to its millennial audience, like his affordable college plan and gun control.

The interview was disseminated across five social networks (Facebook, Tumblr, Snapchat, Twitter, Vine and Instagram), garnering more than 15 million total views in 10 days.

Why New York Times goes basically all in on Instagram, despite the disadvantages

Instagram prohibits links in posts, and is therefore not known for its ability to drive traffic to a publication.

But The New York Times could apparently care less.

Digiday:

“Over the past few weeks, the Times started new Instagram accounts for its video team, sports desk, marketing department and events team. Those four joined existing Times accounts forfood, travel, fashion and T Magazine content. That makes eight active Times Instagram account today, with plans to launch a primary @NYTimes account in the next month or two.”

Alexandra MacCallum, the paper’s assistant managing editor for audience development, told Digiday “it’s much more about building awareness and, hopefully, loyalty for The New York Times broadly, but particularly for the Times’ incredible visual storytelling.”

One account that has especially “[built] awareness” is its fashion one, with more than 700 thousand followers. In Digiday’s post, MacCallum attributed its popularity to “a very passionate editor who cared about maintaining a specific visual voice.”

The fashion Instagram has more followers than any of the paper’s other accounts, and analytics site Social Blade shows the number of followers per day has recently skyrocketed. But the popularity of The New York Times, especially its fashion coverage, has seemingly played more of a role than “passionate editing” and “specific visual voice.”

Clarification: While Digiday reported The New York Times’ most recent Instagram accounts were made “over the past few weeks,” you may notice posts dating back to longer than three weeks ago. This is because, as The New York Times has confirmed, the accounts was made private before being unveiled.

How GQ, popular on Instagram, has fared with its article-promoting posts

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.

A post shared by GQ (@gq) on

“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.

Snapchat set to unvail news-friendly, ‘Discover’ section

While prominent news orgs have already harnessed Snapchat, the social media app with the sort-of vanishing posts, it looks like the private messenger will attract more publications.

Digiday reports Snapchat is poised to roll out a section, called Discover, for news and other types of content from publishers. News orgs with which Snapchat has begun talks include Vice, ESPN, BuzzFeed and National Geographic.

Digiday:

“The conversations illustrate just how grand Snapchat’s media distribution ambitions are. It’s natural for Snapchat to want to partner with Comedy Central and National Geographic since they specialize in creating compelling video and still imagery, the two kinds of messages Snapchat trades in. But Snapchat also wants to serve its users text and audio, which would make it an all-inclusive media consumption app.”

However, it is surprising that NatGeo would be interested in Discover. While Digiday is correct in that NatGeo’s captivating content lends itself to visual media, the image and video quality on Snapchat does not measure up to Instagram, where NatGeo shines.

Yo, guess what social media platform news orgs joined

Screenshots I took: Yo notifications (left) next to a an example of a story you will see (right). Selecting a Yo notification will take you directly to the article.
Screenshots I took: Yo notifications (left) next to a an example of a story you will see (right). Selecting a Yo notification will take you directly to the article.

Social media app Yo has been dismissed by many. Its original version, letting users send messages that consisted of just the word “Yo,” got reportedly rejected (and eventually accepted) by Apple’s App Store upon its April Fool’s Day launch. It was even joked about on The Colbert Report.

But now, users can get Yos with a link.

This feature, announced in August, has brought news organizations, such as The Wall Street Journal and the Washington Post, to the site. And the two can now shoot Yos, accompanied by story links, to followers.

“Following ‘WSJD’ on Yo gets subscribers a news alert whenever the tech section posts a new story,” Digiday reports.

American Journalism Review (AJR) reports the Washington Post followers get Yo’d whenever it publishes an “NSA or cybersecurity” story.

But according to AJR, the Washington Post is not making Yo a priority and has “no extensive marketing plan.”

The Wall Street Journal has, however, apparently made it a priority by sending off Yos frequently (I get, say, about five a day), but it seems the paper may have to change its approach to using Yo.

This is because, although those who connect with WSJD get only tech news, The Wall Street Journal has still faced some backlash for people not knowing what they will read before they proceed to the article.

But with “Yo Index,” another new feature, it looks like that problem has been solved.

“You can opt to have FedEx send you a “yo” when a package is ready, or receive a “yo” from YouTube when a new video is uploaded by an artist you follow, or get a “yo” when there is an earthquake greater than a certain magnitude,” Mashable reports.

One news outlet that is thriving on Yo is NowThis News, as Digiday reports it “saw a 4,000 percent growth in subscribers.”