Magazine: Vogue // Instagram: @voguemagazine // Social Media Manager: Lucie Zhang // Director: @cassblackbird // DP: @tylerkohlhoff // Post Production: @Modern.post
Views: 646,090 (as of 1/23) // Likes: 69,990 (as of 1/23) // Comments: 435 // Followers: 14.2 million
Caption: How does @DakotaJohnson get into character for a Vogue cover story? It turns out she takes the method approach, embodying the role of model before posing for a big shoot. Watch the full behind-the-scenes video in the link in our bio.
PRO TIP: Use outtakes and runners-up from the print issue to bring original content to your social channels.
As Vogue prepared for its photoshoot with cover star Dakota Johnson, the magazine gathered b-roll of silly moments with the actor and turned it into a successful Instagram video. The 20-second post teases a two-minute video and article on Vogue.com, which is monetize with an ad for Johnson’s new movie.
Most magazines do not have this access or budget, but the lesson remains: print production and photoshoots are great resources for social media posts, which don’t need to be as refined or curated as the images used within the magazine.
Vogue social media manager Lucie Zhang tells Folio: that she considers a post successful when it has high views and engagement, two things her team achieves by posting unique content.
“They tap into the insider, expert perspectives our audience has come to expect from Vogue and Vogue.com. While this video in particular was tied to the magazine’s cover, we create videos exclusively for digital/social as well to offer our audience unique experiences,” Zhang says.
What does this mean for smaller magazines? Use original content in multiple formats, reference back to the print book in your social posts, and channel your unique voice into your digital brands. Audiences read your magazine because you say it better than anyone else, and it’s that voice which will help you stand out on Instagram.
