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Today, more than half of all internet users in Sweden use Instagram (Swedes and the Internet, 2018) - there is a summary in English on this page. Instagram is biggest among younger people, but in the age range 36–45, just over sixty per cent use the platform. It is worth noting that Instagram is the one platform among the big social media platforms that loses much of its functionality in its desktop application. Instagram is made for smartphones.

INSTAGRAM WILL BE USEFUL WHEN YOUR NEWSROOM/DEPARTMENT WANTS TO:

  1. Find the audience’s own photos and videos.
  2. Create visual journalism from your content.
  3. Reach a younger, ever-growing audience.
  4. Research a topic or a person (Read more here).
  5. Build close relationships with your audience.
P4 Stockholm was successful in reaching and engaging a large audience with its post about Skanska’s group physical training for construction workers. They uploaded a pre-recorded video in the feed in this case, but Instagram offers more upload options.

STORIES

Stories are uploaded highest up in the app and disappear after 24 hours. This is where it is advantageous to tell a story for the day, for the moment. Stories offers more features such as linking out by swiping up and add a post in a geotag or hashtag.  ​
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​Read more about Stories here.

STORY HIGHLIGHTS

Published Stories can be added to Story Highlights, which appear in a circular shape in the upper part of a profile. Story Highlights allow you to bring together Stories in a kind of themed archive or to alert the user to specific content. 
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Read more about Story Highlights here.

​THE FEED

Posts to the feed on the profile should be seen on their own but also in their context. Focus on quality and think future: posts create a kind of archive of your work.  
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​Read more about The Feed here.
Just like Facebook, feeds on Instagram are based on an algorithm, which means that what the platform believes will interest you most appears at the top of the feed.