Instagram is a key platform in order to find young news audiences. The Economist, with its 5.9m Instagram followers, is using the platform in that respect to great effect: two thirds of that following are aged 18 - 34.
In an article for INMA, head of social media for The Economist, Liv Moloney, outlines how the news publisher has amassed this following.
The frequent headache with Instagram is generating referral traffic from the platform to your news pages. Moloney explains how the Link-In-bio tool and the Instagram Story format are both critical plays in its growth strategy.
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