Anybody with any sort of journalism experience knows that mobile, crowdsourced, and pro-am reporting is becoming more important than ever.
But, just like always, nobody talks about how mobile reporting is tossing up the magazine world. This year, mobile proved to be a valuable asset for magazines at one world-renowned and utterly fabulous event: New York Fashion Week.
Fashion Week or NYFW (#NYFW) is singlehandedly the most important event of the year for fashion magazines, especially those based in New York. It happened the week of September 9 this year. For those of you who aren’t aware of Fashion Week, you probably should be: for one week each year, all of the world’s most famous fashion designers come together in New York for a week of runway shows, gorgeous models, self-indulgent parties and rabid-live blogging. The main purpose is to show off all new lines of ultra-expensive clothing, just in time for the new fall season. Everybody shows up, including celebrities, designers and models.
It’s so important for magazines that several devoted special issues to Fashion Week, often with several hundred pages. This guy even dropped acid and attended a runway show in the name of journalism (sort of.)
Like I mentioned in a previous post, branding is a deeply important aspect of magazines. In the industry, tight budgets are demanding a tighter grip on the audience, and several magazines have nailed it perfectly with this frickin’-sweet app you might know: Instagram.
By having a constant, intense feed of photos that expand beyond selfies, several magazines turned their Instagram accounts into mobile traffic drivers that reflect the visual style of their own brand. Check out some of these shots:
Click on any one of those photos and look at how many people have interacted with them.
It’s complete genius. Look at Instagram by the numbers.
-There are 58 photos uploaded every second.
-Instagram gains one new user every second.
-Growth is spiking and hasn’t plateaued.
-Instagram hit 100 million users in two years. It took Twitter and Tumblr five years to get that many.
-Of Instagram users, 53 percent are female. If you ask me, that statistic is way convoluted. I only know like two other guys with a ‘Gramz.
So what better way to hit millions of girls and women who want to attend fashion week than give them a feed straight to their phone? Also, you can interact directly with the designers who obviously have Instagram and a buttload of dedicated followers. It’s a beautiful photographical social media orgy that magazines are definitely enjoying.
Check out these great feeds from Elle, Vogue, and Mercedes Benz. Addenum, 10/1: Here’s a story from MPA about publishers and Instagram.
Plus, being the reporter assigned to “Instagram all of Fashion Week” can’t be so bad, right? After all, you might meet Pharrell. (read: “dream job.”)