Kleine Zeitung’s Futter magazine leverages Instagram to attract young readers

By Claudia Mann

Kleine Zeitung

Klagenfurt, Carinthia, Austria


Has avocado toast become obsolete? Although Instagram was originally a lifestyle platform where people posted about travels and food (including the epitome, avocado toast), it has become a news source for many.

The pandemic served as a catalyst for this. According to a Reuters report, young people tend to rely on visual networks like Instagram for information about COVID-19. It’s an observation the team around Futter, Kleine Zeitung’s youth-focused magazine, made as well — not only regarding the pandemic but news in general.

This development is both empowering and risky. It’s empowering because everyone is given a voice. It’s risky because, well, everyone is given a voice — including those who don’t fact check. That’s why trusted media companies can’t sit this one out.

At Futter, it's not just about the number of followers; it's about the engagement rate.
At Futter, it's not just about the number of followers; it's about the engagement rate.

How Instagram differs

Despite Millennials’ preferences, media companies tend to use social media to generate traffic. But Instagram does (almost) everything to keep the audience within its own realms. Links in captions aren’t allowed, much to the dismay of media professionals. Putting the link into one’s bio is a workaround. But does this detour serve the audience’s needs? 

This question made Futter change its strategy significantly. Operating on an “Instagram first” policy, the Web page that used to be Futter’s focus now serves as a complementary channel. Because based on audience behaviour, users want news at their fingertips without redirects. 

Let’s take a piece about safety apps for women as an example. Futter used to proceed by presenting an article first. Then, Futter would publish a post on Instagram featuring selected information and a caption with the infamous “Link in bio.”

With its new strategy, Futter makes all details available on Instagram right away in a multi-picture post. The goal is to make the content accessible for consumers in the most convenient way.

The results were telling: Within hours, the post was saved 279 times. That translates to 279 users, presumably women, who felt like the apps presented were worth taking a closer look into. That means 279 women who maybe feel just a little safer knowing these resources.  

Multi-picture posts with a valuable message have worked well for Futter.
Multi-picture posts with a valuable message have worked well for Futter.

Sometimes a bio link is still included for those who want to do a deep-dive, but not the masses. This is one of many tough truths when operating on Instagram, three more of which I’ll share here:

Tough Truth No. 1: It’s the same amount of research with (seemingly) less output. 

The core of the profession remains the same: Conducting interviews, reviewing sources, presenting the content … journalists need to do their due diligence because reactions are imminent. Being able to communicate dense information within five to 10 photos is a craft. And more than anything, it is a lot of work, which brings us to the next tough truth. 

Tough Truth No. 2: Producing that output will still be time-consuming. 

To think that one would save time by focusing on Instagram is a fallacy. As mentioned earlier, it is one thing to write a story but it is another to compact it into smaller pieces. There are many reasons media companies shift their focus to social media, but saving time is not one of them. 

Tough Truth No. 3: You are strongly dependent on a specific platform. 

It’s the reason Futter is still present on other channels, too: When operating on Instagram, you play by Instagram’s rules. Which rules? In various cases, only the algorithm knows. Said algorithm can change rapidly, or worse, Instagram could shut down altogether.

Recently, the Meta conglomerate threatened to withdraw from Europe because of data privacy regulations. From today’s point of view, this most likely won’t happen. But it shows media businesses are more dependent on a third party than they would like to be. 

Don’t fear the truth

Should this tough truth make you wary? Yes. Should it scare you off? By no means! Putting your focus on Instagram does not mean you should solely rely on that channel. As mentioned earlier, Futter still goes strong on other platforms as well, including its own Web page, which excels when it comes to SEO traffic. 

Just like Instagram shouldn’t be only about generating likes, it also shouldn’t be only about generating Web page traffic. It should be about reaching an audience you wouldn’t be able to reach with conventional channels. It’s also about building a brand. And if you succeed, this brand will persist beyond social media channels.

About Claudia Mann

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