How newspapers are using Instagram to attract new readers

Instagram was launched in October 2010, but many newspapers were slower to move to it because of its focus on images rather than sharing links. For many newspapers using Instagram well, it isn’t as much about promoting content as it about promoting their company’s brand. Patrick Traylor, digital photo editor at The Denver Post, says: “I think right now, my strategy is a strategy of brand awareness … I think that Instagram gets at the type of audience that wouldn’t otherwise be looking at The Denver Post.” If a newspaper can successfully navigate Instagram, many newspapers editors believe that more people can be reached than with print and web alone.

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