Digiday: Inside The New York Times Instagram strategy

“It’s not an effort to drive traffic to the site. That’s very hard to do on Instagram,” said Alexandra MacCallum, assistant managing editor for audience development at the Times. “It’s much more about building awareness and, hopefully, loyalty for The New York Times broadly, but particularly for the Times’ incredible visual storytelling.”

via Inside The New York Times Instagram strategy – Digiday.

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