“Today’s fastest growing social media channels are visually based.” - Emilie Doolittle
Instagram has become a vital social channel for audience reach, follower engagement and brand expansion, as visual content is now believed to be at a 84% growth since 2015. According to this article, visual posts produce 650% higher engagement than texts posts, meaning that the milk Instagram is one of the most crutial platforms for promoting the magazines image, as well as promoting the articles published for milk online.
During the initial few weeks of class, the entire milk team agreed that the milk Instagram was in need of a creative update; not only in its style of content, but also in its voice and its efforts in follower engagement. milk is only printed once a year, and whilst its online articles are published around three times a week, the social media for milk is ever going, and is therefore paramount in promoting milk's image.
Creative Content
Of course, deciding on the types of content we wanted to post was the inital step in updating the milk instagram. I did some research into other indie brands and magazines content here, but overall, I found that the majority of the imagery in the Instagrams were different from the images from their articles. Before the new team, the previous Instagram feed appeared to feature a majority of images taken from articles. As a consumer to Instagram myself, I put myself in the audiences shoes and thought: would I want to follow an instagram account that just uses the same images from another platform? The answer was no, as there would be no insentive to follow it. Whilst the images for the online articles are of high quality, another visual feed with creative content that still advertises the particular piece or event is not only fun to produce, but it gives the readers of milk a reason to click follow.
Before:
Updated Instagram:
Examples of producing Creative Content
Example 1)
Example 2)
Pancake Day article
Example 3)
An Evening with Anna Jones article
