The New York Times goes all-in on Instagram

The news needs to live where you (or your users) live.

I’m giving The New York Times a big bear huge for taking this step outside of page one and their homepage.

Over the past few weeks, the Times started new Instagram accounts for its video team, sports desk, marketing department and events team. Those four joined existing Times accounts for food, travel, fashion and T Magazine content. That makes eight active Times Instagram account today, with plans to launch a primary @NYTimes account in the next month or two.

“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.”

digiday.com