Sophie Leung-Lieu
SMP1_McCallumHS_DW
How the Instagram story promotion of web content began
As design editor, Sophie pitched the idea that we could use Instagram stories to direct readers to our web content in order to drive readership and create more student and community awareness of new content on our website. Our analytics confirm that the promotion has been very successful.
Why it was good to incorporate this into our social media
We have long tried to tease our web content on Instagram posts, but it’s clunky, because a reader has to take two steps to get to the story. A reader has to go from the post to the bio and then (even if there is way to link multiple stories there), it is an indirect path that is harder for readers to take.
Why it was good to incorporate this into our social media
Sophie’s innovation, and it was an innovation inspired by the way the New York Times promotes its stories on its Insta account, made it possible for the reader to go from our Instagram story directly to the web post in one click. Not only did she come up with the idea, but she has single-handedly executed the promotion all year long.
Contents of this portfolio
We are including 10 examples of the stories that Sophie has designed and executed. They are representative of a much larger body of work. The links on each slide will take you to the archive of Insta stories for the section that contains the story. The stories are archived by section on our profile page.
Macjournalism profile page (https://www.instagram.com/macjournalism/)
On our profile page are archived stories of our web content by section.
See our archive of opinion section story promotions here:
https://www.instagram.com/stories/highlights/17867283566750613/
See our editorial, “A Band-Aid for a bullet wound,” here:
https://macshieldonline.com/48316/opinion/a-band-aid-for-a-bullet-wound/
2) A&E STORY TEASE
See our archive of A&E section story promotions here:
https://www.instagram.com/stories/highlights/17952803414306812/
See our feature story, “Sweet treats that hit the spot,” here:
https://macshieldonline.com/49251/entertainment/sweet-treats-that-hit-the-spot/
This story by the way is currently No. 1 on our trending list.
3) PHOTO ESSAY TEASE
See our archive of Tuesday Top 10 photo essay promotions here:
https://www.instagram.com/stories/highlights/18060991054322683/
See our Tuesday Top 10 photo essay, “New school year brings mix of young, veteran teachers,” here:
4) THROWBACK THURSDAY TEASE
See our archive of Throwback Thursday promotions here:
https://www.instagram.com/stories/highlights/17941832591473842/
See our 2003 Throwback Thursday story, “Vandalism rampant, students say,” here:
https://macshieldonline.com/47101/news-2/throwback-thursday-vandalism-rampant-students-say/
5) NEWS STORY TEASE
See our archive of news story promotions here:
https://www.instagram.com/stories/highlights/18162378004247285/
See our news story, “Rethinking I-35,” here:
https://macshieldonline.com/48362/news-2/rethinking-i-35/
6) SPORTS STORY TEASE
See our archive of sports story promotions here:
https://www.instagram.com/stories/highlights/18214266466093097/
See our sports story, “Knights start new year by caging Cougars at home,” and take our Crazy Sock Day quiz here:
https://macshieldonline.com/49160/sports/knights-start-new-year-by-caging-cougars-at-home/
7) PODCAST TEASE
See our archive of podcast promotions here:
https://www.instagram.com/stories/highlights/17941873004195179/
Listen to our podcast, “En route to college, McClellan studies in Spain,” here:
https://macshieldonline.com/49969/features/en-route-to-college-mcclellan-studies-in-spain/#
8) PEOPLE STORY TEASE
See our archive of people story promotions here:
https://www.instagram.com/stories/highlights/17992013872542272/
See our feature profile package, “Seeing these starts,” here:
https://macshieldonline.com/49163/features/seeing-these-stars/
9) EL ESCUDO STORY TEASE
El Escudo (The Shield in Spanish) is our recurring series of Spanish-language articles. We post them in Spanish (and in English) and categorize them as El Escudo articles and by the traditional section in which they belong.
See our archive of El Escudo promotions here:
https://www.instagram.com/stories/highlights/18319306264051081/
See our feature story, “Celebrando Día de los Muertos,” here:
https://macshieldonline.com/47875/features/celebrando-dia-de-los-muertos/
10) I ❤ MacJ fundraiser story tease
We tried a PBS-style fundraiser and used our IG story tease template to try and encourage donations.
See our archive of I ❤ MacJ fundraiser promotions here:
https://www.instagram.com/stories/highlights/17995117744584173/
See our Living Tree fundraiser home page here: