WIRED Social Content - IG Stories
THE PROBLEM & THE GOAL
Instagram stories were being underutilized at WIRED. Our goal was to leverage social content to help monetize WIRED’s digital space while answering the question, “How can we make our content stand out among other brands, especially fellow news organizations?”
The social media team and I (with oversight from the creative director) evolved a strategy to create an entertaining and educational space for our users while meeting the business needs by driving traffic back to the site to hit the paywall. A paywall is a popular way for news organizations to monetize their digital content once a certain number of articles have been read (see image below).
WIRED’s audience is smart and tech savvy. We needed a way to intelligently engage them on social media and create an experience that felt like they were receiving bonus content rather than something blatantly repurposed.
LIMITATIONS & CONSTRAINTS
Lack of Budget. We did not have any additional budget to commission any art - all of the art must be done in house.
Time Constraints. Stories range from fast newsy stories that need to go up in a couple of hours or long-form stories that need more time and thought. We have a limited number of designers and only a few of us can animate, so we had to closely rely on the animators to pull off the kind of content we wanted to create.
Attention Constraints. Our users are busy and have a limited amount of attention they can give to any one social media platform or brand.