The definition of a magazine is: a periodical publication containing articles and illustrations, typically covering a particular subject or area of interest.
We can debate interpretations of some of these terms, but what we’re most interested in is the latter part of this definition – “typically covering a particular subject or area of interest.”
If you look at the top Instagram accounts you’ll find that each has gained a following by attracting an audience interested in a particular subject or area of interest. That area of interest could be a celebrity, a lifestyle, specific type of art, gossip, etc. I wouldn’t go as far as to say these are magazines quite yet – but there is a resemblance when you look at the two formats.
We think we can apply what we know about audience behavior on the platform and create a content experience that has more in-depth commentary on a particular subject than your typical Instagram account, while keeping the content feeling organic to the platform. More depth, still Instagram. That’s the goal.
This is what we call a “native content publishing strategy” – a phrase that is core to Ryde Studios.
We’ll get into depth on the philosophy behind this phrase later, but simply put, a native content approach means we assess and apply the strengths of a platform to our creative process to ensure everything we post has the best chance of catching eyeballs.
One cardinal sin many users make is to post the same content across every platform thinking they’re covered because now they’re everywhere. In reality, this strategy can actually do more harm than good.
Each platform is nuanced and so your creative strategy needs to be too. This is why we believe Instagram, above all other platforms, is best suited to establish a new age, living, breathing magazine.
We’ve launched our first version of this with Kat & Bare – a fashion and lifestyle magazine that is exclusive to Instagram.
Check it out and let us know what you think!
Nic Gibbs, CEO