When it comes to old media taking on new media strategies, The New York Times is among the top five publishers on social media. In keeping with this strong social presence, The Times recently launched @NYTVideo on Instagram to share and showcase its video journalism and feature content.
The Times has a strong social media presence, including accounts on both YouTube and Vimeo. According to Social Video Staff Editor Deborah Acosta, the motivation to launch a video account on Instagram was to meet demand. Many of the Times videographers — or VJs — were already using Instagram for sharing images or behind the scenes video.
“And people kept tagging us,” Acosta said. “They wanted us on Instagram.”
@NYTVideo launched just two weeks ago (with loads of backdated content) and features content from the Time’s massive video library, behind-the-scenes content from videographers, as well as original Instagram exclusive content. The account even features clips from crowdsourced content, including user video of the winter storm in New York.
Since launching, the account has attracted more than 2,500 followers. The plan for growing the audience is to just continue posting engaging content. There has also been some cross promotional efforts with other NYT Instagram accounts and on Facebook and Twitter, too. And of course, Times’ videographers like @Matthew_Orr are also promoting the new @NYTVideo channel, too
When asked about goals for the account over the course of the year, Acosta said:
Right now we’re experimenting with posting different types of content to see what really engages people, and we’re just going to take it from there and see how it goes.
Readers: Do you follow this account?