How Thought Catalog uses Instagram to drive e-commerce
For many publishers, Instagram is becoming their top social platform after Facebook. Thought Catalog is no exception.
Rather than relying on branded content to monetize its Instagram users as Bustle and Attn have done, though, Thought Catalog uses Instagram to push users to its e-commerce site, Shop Catalog, where it sells its books. Over the past month, Shop Catalog got about 60 percent of its sales from users who came to its e-commerce site this way and bought books like its recent $40 title, “Luminescence,” said Thought Catalog CEO Chris Lavergne.
Thought Catalog — a millennial-aimed site that publishes articles like “21 Signs You’re A Boss Bitch Who Takes No Shit” and “33 Ways Your Boyfriend Is Micro-Cheating (And Totally Getting Away With It)” — started stepping up its focus on Instagram after getting its account verified in January.
That was important because verified Instagram accounts can add links to their Instagram Stories. Thought Catalog relies on these links to send users to its e-commerce site. Lavergne wouldn’t say how much revenue Thought Catalog gets from e-commerce. But he claimed that it was a “self-sustainable business that can support a staff of eight people.”
Being able to link out to its own properties was the catalyst that drove the publisher to devote more people to Instagram, Lavergne said. It hired three more photographers, for a total of five, to grow its Instagram presence. Since hiring the photographers, Thought Catalog has gotten more engagement on its Instagram content. In December, it got about 6,600 likes and comments per Instagram post, according to NewsWhip. In June, that figure was up to 8,800 likes and comments per post.
“We don’t just play around [on platforms] and hope for the best,” said Lavergne, noting that Thought Catalog doesn’t post content to Snapchat because as a non-Discover publisher, it can’t effectively monetize users on the platform. “We only truly move into platforms when we sense that they have a revenue opportunity.”
Bloomberg Media is testing paid tiers for virtual events
Bloomberg is testing a virtual events model where attendees could pay different amounts to attend with a slew of tracks.
Member ExclusiveCase Study: How The Week successfully created a children’s media property amid the pandemic
The Week created and grew a children's publication in the unprecedented pandemic year to keep young audiences engaged.
‘They won’t enable our identifier’: Identity tech providers try to make sense of Google’s plan not to support alternate identifiers
Some identifiers just won’t work in some Google inventory, but identity tech providers are keeping a stiff upper lip.
SponsoredPeople-based identifiers are driving personalized customer experiences
Marketing teams are now well into 2021, and third-party cookies along with mobile ad IDs are officially on notice, which has implications for all marketers. Soon, cookie- and device-based targeting, frequency capping, measurement and attribution will break. Evolving privacy regulations and policy changes from browsers and device makers have sparked many proposed solutions to replace […]
Member ExclusiveMedia Briefing: Media companies’ diversity reports show compounding leadership gap problem
Media companies’ diversity shortcomings pervade their organizations, but lack of diversity among their executive and management ranks is particularly problematic.
PopSugar Fitness expands health and wellness coverage after success with at-home workout videos
PopSugar hired Jennifer Fields as deputy editor of fitness to broaden fitness content to include mental health and wellness.