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REVAMPING INSTAGRAM STORIES FOR WIRED MAGAZINE

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THE PROBLEM
IG stories at WIRED weren’t serving its core audience. Off-brand and repurposed content created a confusing experience that did not fit in with the rest of WIRED’s voice or content flow. 





THE GOAL
Put the platform to work by creating bespoke, relevant content that would intelligently engage and delight WIRED’s tech-savvy audience while also meeting business goals.

THE STRATEGY
Create new social content and cohesive campaigns that tie into existing WIRED stories that drive the audience to subscribe.




-- LIMITATIONS & CONSTRAINTS --


1. LACK OF BUDGET 
All art must be done in-house; no money to commission extra work. 

 
2. TIME CONSTRAINTS
As a news publication, some stories required art within an hour or two. Limited number of animators on staff. 
3. LIMITED ATTENTION SPAN
Users have a short attention span.
Lots of competition from other news organizations. 






-- PLAN IDEATION & TEAM --

To solve the more granular problem of “How can we get the user to engage with our IG story content?” I worked closely with the social media manager (with oversight from the creative director) to come up with visual strategies that leveraged the functionality of Instagram to tell WIRED’s stories. When creating visual content for IG stories, we wanted to encourage actions such as tapping, swiping, and button pressing to incite engagement with the platform.







-- QUANTITATIVE METRICS --

Social content is deemed successful based on a variety of metrics that are specific to each platform. For example, Twitter uses retweets, likes, and shares. In Instagram’s case, most data analytics use the following metrics.




-- THE ROLLOUT -- 




DELIGHT

Bright colors and motion are used to make complex subject matter more entertaining. Motion attracts attention and induces engagement; actions like tapping and swiping to move to the next leg of the story.






INTERACTIVE QUIZZES

Content that involves trivia or quizzes naturally entices the audience to engage with the platform. From a design perspective, I rely on motion to tie each slide together to create one cohesive storytelling experience - this increases engagement and click through rates.






FEATURE STORIES

Creating adapted bonus content that stemmed from the print magazine created more avenues that led to the paywall. Feature stories from the magazine are adapted with motion graphics and social treatment to create a fresh perspective on the story.





SIMPLIFICATION

Templates allow our limited staff to work quickly on in-house content with short deadlines. It also allows us to create content that aligns 
with brand guidelines. Limited color palettes and typography schemes help clarify content that can be convoluted and hard to follow.




TRAILERS AND INTROS

The introduction to an IG story can make or break audience engagement - here are two examples of great copy and motion graphics being used together to draw people in.




-- RESULTS --

Significantly higher click-through rates, increased number of followers per story, and lots of people coming back to the site and hitting the paywall.