Credit: Photo by Cristian Palmer on Unsplash

As more news audiences flock to Instagram, news organisations are increasingly seeing its value in driving engagement with their followers, rather than being another source of referral traffic.

How do you do that? Sophie Eyears, partner solutions manager, EMEA News, Media Partnerships, Facebook offers four takeaways from BBC News’ Instagram account which gained 5.4 million followers in the space of 18 months.

Writing on the Facebook Journalism Project, Eyears spoke to Ciara Riordan, assistant editor of social news, BBC News on the broadcaster's inside strategy. She said that growth only comes through posting regularly and consistently.

"The social news team at BBC News committed to creating two IG Stories every day, Monday through Friday. This includes their ‘News daily’ morning IG story that highlights the top three stories of the day, and people can swipe up to visit the BBC News site to read more," it reads.

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