For news organizations, Instagram isn’t just about pretty pictures. It’s about the people they’re interacting with and the stories behind the images.
“Instagram is so immediate and intimate that it creates this close connection with the user,” said Cory Haik, executive producer for digital news at The Washington Post. The Post uses Instagram to share photos, collect photos from users, report stories and have personal interactions with its audience. It’s a strategy aimed not at driving traffic but at building community.
- The Washington Post solicited Instagram photos of snow from readers. (Courtesy The Washington Post)
“What we ask ourselves about Instagram,” Haik said by phone, “is ‘are we having a meaningful conversation with our users?’”
Instagram for engagement
At the Chicago Tribune, each week brings a new theme for Instagram users to contribute photos around. “Our approach to Instagram at the Tribune is to make sure followers are included whenever possible. Read more