The publisher boasts 515,000 Instagram followers, up from about 286,000 a year ago, and it’s adding about 5,000 followers a week'The publisher first thought “lighter” lifestyle content would perform better on Stories, but news content tends to perform better, said Grovum.
Information and news on topics like the Federal Reserve have the highest views and engagement, and Grovum’s team tries to build narratives around pieces about hot topics like Brexit or Trump updates. The idea is to tell a story using the Stories format versus static Instagrams. The FT is prioritizing audience responses, and Grovum suggests using questions at the end of Stories to ask for thoughts and comments.The most attractive thing about Instagram for Grovum is that it isn’t built for shareability — the idea is to use it to connect readers to the brand. "
https://digiday.com/media/inside-financial-times-instagram-strategy/?utm_source=API+Need+to+Know+newsletter&utm_campaign=b05f0d269c-EMAIL_CAMPAIGN_2017_10_10&utm_medium=email&utm_term=0_e3bf78af04-b05f0d269c-31701933
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