After two months of tracking and analysing its Instagram audience data, the social platforms has concluded there isn't enough return on investment from professional videos for the site's Stories feed. Instead, the newspaper's social media team have focused on less labour-intensive content, aiming to capitalise on a rise in followers from 860,000 to one million in the past four months. Eleni Stefanou, acting Guardian editor, said the social platforms wanted to find out whether users became members after visiting Instagram, as well as track audience behaviour after they hit the landing page.
After two months of tracking and analysing its Instagram audience data, the Guardian has concluded there isn't enough return on investment from professional videos for the site's Stories feed. Instead, the newspaper's social media team have focused on less labour-intensive content, aiming to capitalise on a rise in followers from 860,000 to one million in the past four months. Eleni Stefanou, acting social platforms editor, said the Guardian wanted to find out whether users became members after visiting Instagram, as well as track audience behaviour after they hit the landing page.