--- title: New York Times is going “All-In” on Instagram description: Instagram is growing. Learn from The New York Times how to set up a successful online presence on Instagram. Our best practice will show you the most important steps and essential to do's for your team. --- **[🚀 ANNOUNCEMENT: QUINTLY BECOMES FACELIFT DATA STUDIO→](https://www.quintly.com/quintly-becomes-facelift-data-studio)** [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Use cases [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels Int. How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! 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How bürosüd plus increased their audience by 40% ](https://www.quintly.com/case-study/burosud-plus-pr-and-communication-agency-quintly-case-study)   [Media Do more with your data using custom metrics and API integrations to optimize your social strategy. ](https://www.quintly.com/media) --- [Case Study: RTL Media Group How this large news-media organization creates a data-driven culture for their teams company-wide. ](https://www.quintly.com/case-study/rtl-media-group) [Case Study: Landau MediaNew! How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics/) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? See what we have to offer. ](https://quintly.jobs.personio.de/) [Contact Want to get in touch? Come say hi. ](https://www.quintly.com/contact) Resources [Blog Our latest articles, social news and industry insights. ](https://www.quintly.com/blog) [Social Media Studies Browse our collection of free reports. ](https://www.quintly.com/resources) [Knowledge Base More than a help center – updates, guides and more. ](https://support.quintly.com)     [Free stats portalNew! Check out popular industries & countries. ](https://info.quintly.com/free-stats) [Product newsNew! Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![quintly.com](https://www.quintly.com/hubfs/Design/Mayday/Pricing%20Page/white%20icons/AdvancedTraining.svg "quintly.com")](https://www.quintly.com/) ** ** [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) by [David Campbell](https://www.quintly.com/blog/author/david-campbell) on August 11, 2023 [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) ### Filter by Category - [Instagram Strategy (214)](https://www.quintly.com/blog/tag/instagram-strategy) - [Reach vs Impressions (213)](https://www.quintly.com/blog/tag/reach-vs-impressions) - [Twitter Analysis (213)](https://www.quintly.com/blog/tag/twitter-analysis) - [Youtube Analytics (213)](https://www.quintly.com/blog/tag/youtube-analytics) - [featured (213)](https://www.quintly.com/blog/tag/featured) [quintly Blog](https://www.quintly.com/blog)  /   [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) [Research & Trends](https://www.quintly.com/blog/tag/research-trends) 3 MINUTE READING TIME [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) [Research & Trends](https://www.quintly.com/blog/tag/research-trends) # New York Times is going “All-In” on Instagram by [Julian Gottke](https://www.quintly.com/blog/author/julian-gottke) on March 04, 2015 The interest in Instagram is certainly growing. We read in [an article a while ago that the New York Times](http://digiday.com/publishers/nytimes-instagram-strategy/?utm_content=buffer8117f&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer&utm_source=content+team&utm_medium=owned+social&utm_campaign=content+team+owned+social) is going “All-In” on Instagram. After that we got curious about how and why one of the biggest players in the newspaper market is doing that. In the article Alexandra MacCallum, assistant managing editor for audience development at the Times, announced that the newspaper now employed staff that is responsible for cutting 15-second videos. Instagram is a good method of mobile marketing and is a useful approach to increase customer loyalty and the customer experience from already established companies. As well as that, posting pictures frequently can keep users and customers interested in the company. Additionally, Edison Research showed in a study this year that over half of Americans aged 12 to 24 have an Instagram account, where NY Times is certainly interested in. Alexandra MacCallum showed that she understands Instagram, its purpose, and the benefit for businesses when she stated, “it is not an effort to drive traffic to the site. That is very hard on Instagram,..”. Nevertheless, Instagram might be very important for the newspaper’s future, and we want to analyse how the NY Times is active on the photo-sharing platform. ## Let's see what NYT does right First we want to understand how many posts they did in 2015 and which channels receive the most likes, shares, and comments. [![Online Appearance](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) After having a look at the quantitative stats, it is interesting to see in which channel followers are engaging more. After we gained that knowledge, the next analysis will try to answer why and how the interactions are higher. In the screenshot below we did not include the NY-Times Fashion-Channel because the engagement is much higher than the other channels, caused by the New York Fashion Week in this period of time. [![Online Appearance](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) To analyse the behaviour further, we gathered data of the days each different channel is focusing on, which might be topic and audience related. As seen in the “Average Interaction Table” it is possible that a company has interaction peaks, reaching significantly more people than on an average day, so it is beneficial to post on these days. [![Instagram Analytics Report ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/IG%20measure%20report-CTA%20banner-4.jpg?width=940&height=342&name=IG%20measure%20report-CTA%20banner-4.jpg)](https://www.quintly.com/cs/c/?cta_guid=38ab5305-b9df-4d86-8ea0-1407a4cb4c56&signature=AAH58kE7TxD1FMrZ1erc-_hi0lnXiD1b8A&pageId=5229606143&placement_guid=3b0cd11e-ff9b-4362-9515-2e8a88b2361b&canon=https%3A%2F%2Fwww.quintly.com%2Fblog%2Fnew-york-times-going-instagram&portal_id=3330298&__hstc=146014955.4ac32fe5bdcab407482560af6e5d7795.1692631347040.1692631347040.1692631347040.1&__hssc=146014955.103.1692631347040&__hsfp=1561754925&hsutk=4ac32fe5bdcab407482560af6e5d7795&contentType=blog-post) Using hashtags on Instagram is an important topic for every company that tries to engage users. We were eager to find out if the New York Times is using filters and, if so, which filters are performing best. [![NYT Online Appearance](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) It’s clear that filters seem to be irrelevant for every channel beside [@nytfood](https://instagram.com/nytfood). Having a closer look at the photos, the natural look of all pictures is dominating the appearance of the NY Times Instagram channels. Also interesting might be the custom metric “Hashtag Detection”, which we included in our social media analysis. With this we can enhance our understanding in which topics the american newspaper is engaging most. [![Online Appearance Instagram ](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) In a nutshell, the company tries to leverage certain events to leave a footprint on specific topics, which is working pretty well as seen in the screenshots above. By using hashtags and posting more frequently during these events, they are able to increase their channel-specific reach. Get more infos on how to start you [Instagram Analysis](https://www.quintly.com/blog/instagram-analytics) on our in-dept article.  If you have any questions, do not hesitate to [send us a tweet](https://twitter.com/quintlyapp). ### Related Categories [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) [Research & Trends](https://www.quintly.com/blog/tag/research-trends) ### [Julian Gottke](https://www.quintly.com/blog/author/julian-gottke) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) ## [7 Tips for Using Social Media Reporting Data To Tell a Story to Your Client](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [Read more](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [tiktok business](https://www.quintly.com/blog/topic/tiktok-business) ## [How to Build an Engaged Audience on TikTok](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) [Read more](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) ![](https://www.quintly.com/hs-fs/hubfs/Marketing%20/blog-en/General%20Files/5%20Ideas%20banner%20promo%20module-3.png?width=120&name=5%20Ideas%20banner%20promo%20module-3.png "5 Ideas banner promo module-3.png") ## 5 Ideas to Optimize Your Social Media Analysis   [Download the E-book](https://info.quintly.com/optimize-your-social-media-performance) ### Join the conversation. Leave us a comment below! ## See where you stand on social media. Get in touch today to track, benchmark and optimize your social media performance with advanced analytics made easy. #### Solutions #### Integrations #### Platform #### Networks #### Resources What's new #### Company #### Contact Copyright © 2024 Facelift Data Studio. All rights reserved. • [Terms](https://www.quintly.com/terms) • [Privacy](https://www.quintly.com/privacy) • [More...](https://www.quintly.com/transparency) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Julian Gottke", "url" : "https://www.quintly.com/blog/author/julian-gottke" }, "dateModified" : "2023-08-29T09:47:12.020Z", "datePublished" : "2015-03-03T23:00:00.000Z", "headline" : "New York Times is going “All-In” on Instagram", "mainEntityOfPage" : { "@id" : "https://www.quintly.com/blog/new-york-times-going-instagram", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.quintly.com/hubfs/2024-home/facelift_logo_new_black_rgb.svg" }, "name" : "Facelift brand building technologies GmbH" } } ```