Social media for publishers: 5 forward-looking platforms and how best to use them

One of the biggest changes in the media world is the rise of social media. All over the world, social media platforms have become important tools for informing users and distributing content. However, as a result, many consumers of all ages are also moving away from traditional media - many are now increasingly getting their information from social networks.

‍‍I believe that many publishers still need to learn how to properly use social media to better connect with their audiences.‍

‍Therefore, in this article, I would like to discuss five promising social media platforms and how your own media company can benefit from them.

1. Instagram

As one of the most popular social networks in the world, Instagram is no longer just an app for sharing photos.

Current figures

While almost everyone now knows what Instagram is and how it works, Instagram's growth and daily usage rate is still impressive. This applies in particular to traditional magazine publishers. According to a multi-year study by the Association of Magazine Media, Instagram has the highest growth rate among social networks. During the second quarter of 2019, the association found that media companies saw an average increase in follower numbers of 6.3%.

For example, publications such as The New Yorker (6% increase to 3.4 million), New York Magazine (also 6% increase to 1.5 million) and The Economist (13% increase to 3.5 million) impressive follower gains recorded. Also interesting: In comparison, the number of followers of these magazines on platforms such as Twitter and Facebook was negligibly low.

It doesn't matter whether you take advantage of Instagram stories or short video clips, the visual nature of Instagram offers compelling options for all publishers.

Best Practices

One of the most famous magazines that makes great use of the benefits of Instagram is Vogue. In particular, the magazine has used Instagram Stories to give its readers access to original content. And with great success: Because Vogue averaged in 2018 6.4 million likes and comments per month generated.

You might be wondering: How does Vogue do that?

One of the most effective tactics is using multiple Instagram accounts to promote Vogue's entertaining Instagram stories. The brand has a total of 11 different Instagram accounts and its audience has lively and community-oriented Instagram stories. And although these stories aren't as detailed as the print edition of Vogue, they clearly reflect the fashion magazine's unmistakable style and professionalism.

Some example stories are Vogue Plus One, Vogue First Look and Vogue Backstage, which are all focused on entertaining the community and providing immediate added value.

The end result of Vogues Instagram story experiment was overwhelming. Vogue tripled its traffic and achieved a 40% higher conversion rate compared to alternative advertising channels. The stories even accounted for a significant share of the sales of the September issue. I think Vogue's success on Instagram shows that Instagram can generate significant ROI for your own business.

2. Snapchat

While not as popular as other networks, Snapchat remains a great way to connect with your audience.

Current figures

Snapchat is no longer attracting as much attention as it did before its IPO. Yet many publishers continue to use the platform as part of their digital marketing strategy. In fact, according to a Digiday study 55% of Snapchat publishers surveyed. Even more strikingly, 65% of respondents consider Snapchat as one significant revenue generator view for your company.

In the end, Snapchat is still an excellent channel for reaching a young audience. The company continues to release new features such as Curated Our Stories which support publishers in particular in creating and distributing attractive content to their audiences.

By the way, the share price has also reacted to Snapchat's success: Since the beginning of 2019, the company's stock has risen almost tripled.

Best Practices

Two brands that use Snapchat masterfully are CNN and The Economist.

Let's start with CNN. The American media organization has taken on Snapchat's new Curated Our Stories feature made use of quickly. For example, to report on the Notre Dame fire disaster. With the new feature, CNN was able to access contributions from private users when creating their own live Snapchat stories. Because the visual presentation of the story was important, CNN responded quickly and gathered unique, personal impressions of the tragic fire. True, the company did not publish its exact audience figures for this story. However, it is estimated that between five and twenty million viewers have switched on.

“The use of Snapchat has led to the biggest change in The Economist's audience since 1843. ”

Tom Standage, Deputy Editor and Head of Digital Strategy at The Economist

And The Economist?

The magazine has been experimenting with Snapchat since 2016. His Snapchat content covers everything from North Korean threats to the possibility of extraterrestrial life. The company lures with the help of its Snapchat channel 7.1 million visitors on average and, according to his own statement, sees the platform as an excellent opportunity to get in touch with its younger audience.

Finally, I would like to briefly stress that The Economist presents its high-quality reporting in an extremely appealing way. And don't teach young people from above.

3. YouTube

YouTube is a true social media heavyweight and therefore offers excellent opportunities for your business.

Current figures

As the second most visited website in the world, YouTube is an excellent platform for publishers. Regardless of whether they want to reach a niche or a global audience.

The figures also speak for themselves: YouTube is for 37% of all mobile Internet traffic responsible, can 1.9 billion logged-in monthly users have and reach more 18 to 49 year olds than any TV channel. Publishers are also recognizing the possibilities of YouTube. 30% are of the opinion that the video sharing platform offers the most meaningful revenue opportunities in the long term, still before Facebook and Google AMP Mind you.

Best Practices

The Guardian is one of many newspapers that generate a lot of traffic through YouTube. So the sheet has already one million YouTube subscribers and achieved over a billion minutes of playback time.

How did the Guardian do that?

Mainly by joining the YouTube program “Player for Publishers” and focusing on creating impressive, in-depth videos. Many of these videos focus on the impact of current British politics. But there are also numerous documentaries, such as one about prostitution and human trafficking with the title The Trap.

The Guardian also employs an eight-person team of specialists, which focuses exclusively on creating videos for YouTube and the Guardian website. Interesting: The “Player for Publishers” program allows the newspaper to use the YouTube player anywhere on its own website, which allows it to control ad sales and keep all income.

4. Reddit

Reddit may be a bit of a surprising choice, but the growing platform allows you to build extremely close personal connections with your audience.

Current figures

Did you know that Reddit is the fourth most visited website on the Internet? The Reddit community has 330 million active users per month and is notorious for adhering to strict communication rules. The self-proclaimed “front page of the Internet” is a great way to connect with your users. But also with caution: because the community disapproves of any exaggerated forms of self-expression.

Best Practices

The Washington Post uses Reddit in an extremely compelling and effective way. As early as 2017, the poste created a public profile on the social network. Gene Park, a social media editor for the Post, explained that the newspaper uses Reddit profiles in the same way, How other private users do it on the platform.

The project, which was started as an experiment, was actually quite successful. Especially because the newspaper has given top priority to consistent transparency and the willingness to participate authentically in ongoing discussions. In the meantime, uses The Washington Post Reddit to participate in debates on politics, economics, and other social issues while providing insight into the content and working methods of the post.

Reddit users are still particularly impressed by the paper's strong commitment to transparency. Park emphasized that a number of users have even become paying readers as a result of exactly this type of exchange.

5. TikTok

TikTok is a very new platform. Still, this app can help you reach new audiences in a unique, fresh way.

Current figures

2019 was the year TikTok evolved from an entertaining social network to a platform that offers interesting revenue opportunities. In the same year, the app even achieved the magical a billion-download brand. Engagement within the app remains high, for example, users spend an average of around 52 minutes per day on the platform.

Like Snapchat, TikTok attracts young users in particular — so are two thirds of users younger than 30 years. Although the Chinese app is increasingly being scrutinized by US legislation, it continues to be one of the most exciting social networks.

Best Practices

Because TikTok is still relatively new, many publishers have taken a wait-and-see stance for now. I think this is a clear sign that many publishers are TikTok Boom Still pretty skeptical about it.

However, not all publishers shy away.

For example, culture magazine Dazed used TikTok as a channel for its #LassoChallenge campaignto promote one of its print editions. NBC, too, has used its Stay Tuned Show from Snapchat to TikTok, uploading more than 60 videos of the show so far. In addition, Buzzfeed, Hearst and Vice are also experimenting with TikTok.

"On social media, users are not observers but participants. We think first and foremost about how to get them to participate."

Ahmad Swaid, Head of Content at Dazed Media

While these publishers haven't yet committed huge resources to the platform, they have already launched small- and medium-sized experiments to see what their followers like. Vice, for example, is testing daily short videos based on popular Munchies recipes.

Conclusion

Although each of these social media platforms can help you achieve your business goals, the most important thing is still to know your target audience.

While journalism undoubtedly has the potential to become more personal and direct than ever before, it is imperative that media companies provide real value to their followers. Also, just because all platforms are available to you for free doesn't mean you have to use every single one.

In conclusion, social media can be a double-edged sword. Albeit a very useful sword. If you firstly, understand your audience, secondly, know the strengths and weaknesses of each platform and thirdly, focus on the most appropriate platforms for your audience, you can only win.

If you want to learn more about how to get the most out of social media channels: Find out how to set up an effective multichannel publishing workflow here.

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