The magazine that's published on Instagram

Adam Tinworth
Adam Tinworth

Here’s an interesting data point in the discussion of publishing content natively into social media. A magazine that is published on Instagram:

Angie explained to me that Instagram perfectly suited her vision for The Shade Room: image-centric and interactive. For her purposes, Instagram was the equivalent of WordPress. When she started the feed a year ago, her goal was to accumulate 10,000 followers in the first year. She accomplished that in only two weeks.

[#VivicaFox joins the cast of #HollywoodDivas !!](

A photo posted by The Shade Room (@theshaderoominc) on

And how does she make money?

Since its start in early 2014, The Shade Room has grown into a lucrative enterprise. Angie told me that advertisers pay several hundred dollars to run ads on her Instagram and Facebook feeds, which might help explain why The Shade Room isn’t the only tabloidy Instagram account to gain popularity in the last year or two.

That’s enough money to employ writers and a brand manager, by the way. I’ve worked for smaller magazines than that…

[via MacStories]

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.