CNN launches Instagram account on climate to appeal to young voters
On April 22, CNN launched a new Instagram account related to the day’s holiday, Earth Day. The account, focused on climate, follows CNN’s strategy of managing other social accounts dedicated to specific issues.
Why climate? Unlike the other accounts, CNN’s homepage does not have section dedicated to climate change — at least not yet. But CNN had launched the account already knowing its audience, especially younger readers, were interested in content about climate, said Ashley Codianni, CNN’s executive producer of social and emerging media. Sixty percent of followers on their main Instagram account, which has 7.5 million followers, are under the age of 34, said spokesperson Emily Kuhn.
“We don’t have the same level of data from Instagram on the climate account right now since it’s so new, but it’s safe to assume it’s a young audience, and certainly doesn’t skew older than the main page,” Kuhn said.
During the 2018 midterms, CNN launched a series called “Why I Vote” and found that climate change and global warming were the two top policy issues of younger voters. And where does CNN reach young voters? Instagram, Codianni said.
“To communicate and educate young people, we go to Instagram. We saw all these young people in the campaign talking about climate change and knowing our audience is on Instagram, [launching this account] just seemed natural,” Codianni said.
CNN maintains five Instagram accounts dedicated to specific content verticals beyond the main account. CNN manages accounts for Business, Travel, Style and Politics, all of which collectively have 1.9 million followers. (CNN also has Instagram accounts for public relations, for careers and for special events.)
Codianni said her team identified high engagement on climate stories on their other channels prior to launching a climate-focused account. But they saw a gap in coverage exclusively on climate on Instagram. Since last month’s launch, the account has gained nearly 50,000 followers.
CNN doesn’t have a strict content strategy for the account, similar to the rest of its social channels. The company’s social team pays attention to notable events or headlines on CNN, which they can then repackage into quotes cards, short videos or images. The account has posted 43 times to its feed over the last 24 days. CNN has only shared one IGTV post, Instagram’s hub for long-form video, from the climate account, so far.
“The frequency of posting varies day to day, varies on news cycle, but the formula with Instagram is understanding our audience, delivering breaking news when necessary and being mindful of what’s resonating and what’s not,” Codianni said.
To evaluate the success of its posts, Codianni said the social team looks most closely at the number of shares rather than likes or views. While it’s difficult to directly attribute where the account’s followers are coming from, boosts in followers do correlate with posts that are shared via Instagram’s internal direct messaging tool, Codianni said.
“Shares is the valuable metric. Not only did the post draw a reaction, but it made someone want to share it with their friends,” Codianni said. “We found a dedicated and engaged audience on an issue that’s important to them. When I think about policy, climate will be a big issue in 2020 and in the years ahead.”
Here’s what’s behind the rise of custom algorithms for digital ad decisions
As advertisers ingest more campaign data and demand more control over it, custom algorithms are getting more attention. Here's why.
Gannett relaunches CTV streaming channels as ‘home’ for original, long-form videos
Gannett is relaunching its CTV streaming channels with more long-form programming and on additional distribution platforms after a rise in views and time spent watching.
Exclusive: Substack continues its acquisition streak with public correspondence startup Letter
The acquisition comes as Substack’s biggest, newest competitors are trying to position newsletters as one hub in a larger relationship between creators and their audience.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
Member ExclusiveMedia Briefing: As student athletes begin signing brand deals, sports publishers want in
Sports publishers are building new franchises that will connect the newly available student athletes with advertisers.
Now hiring: The FTC seeks ad tech and social media experts as it shifts its approach to investigating data abuses
The FTC's chief technologist aims to shift away from reliance on legalistic remedies to stop data abuses and wants technologists who understand ad tech and algorithms to help.