Like many publishers, the Guardian is using Instagram to cultivate a loyal, young audience that doesn’t visit its main digital products.
The publisher has steadily grown its following and has nearly 860,000 Instagram followers to date, up 57 percent from a year ago. More interesting yet, 60 percent of those who follow links to the Guardian’s site are new to the Guardian, according to the publisher. The plan is to encourage those followers to become regular readers of the Guardian’s site and apps and, in time, possibly even paying members. Continue reading “How the Guardian’s Instagram strategy is winning new readers”