"Instead of thinking of Instagram and other channels as support tools to our main editorial content, our socials stand on their own as unique expressions of the Highsnobiety world," says Editor in Chief Pete Williams
"Video was a bit of a challenge," admits the editor-in-chief. "We originally approached video on the main feed in an artistic or visual way but found that entertaining, pop-culture-focused or 'meme' clips engaged strongest for us on the platform."


Twelve months ago, the publisher had 1 million Instagram followers. Today, it has nearly 1.7 million followers, close behind its Facebook account, which has 2.1 million. In May, the publisher had 12.4 million likes and comments across 574 Instagram posts, making it the No. 8 publisher in monthly engagement, behind ESPN but ahead of Vogue and Fox News, according to NewsWhip.

Instagram increased the maximum length of a video from 15 seconds to a minute and changed its algorithm last summer, from chronological to based on engagement, and a popular video for Highsnobiety will get hundreds of thousands of views. The algorithm favors posts that people react quickly to, and Highsnobiety's videos get about 450 comments per post, according to NewsWhip.

Instagram Stories adds another 2 million daily views for Highsnobiety. Highsnobiety favors Stories over Instagram Live because it can pre-produce the clips and maintain a polished look. Each day, the Story has one narrative, which helps keep the completion rate high at 98 percent, according to the publisher.

Video is also becoming a bigger part of the publisher's branded-content business, which accounts for the majority of its revenue. For instance, a recent Story sponsored by Reebok contained five video clips showcasing two new Reebok Pump Supreme styles.

Highsnobiety has also produced its first-ever long-form documentary, which explores the street wear movement in South Korea and investigate the exploding counterfeit culture in the Asian country.


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