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Publishers are switching affections from Snapchat to Instagram

The Content Council on July 14, 2017 - 9:28 am in Brands, Digital

Hearst’s Kate Lewis can easily rattle off the company’s Instagram stats. Half the company’s brands have more than 1 million followers. Harper’s Bazaar has 3 million. But when it comes to their organic Snapchat accounts, Lewis, Hearst’s svp and editorial director of digital media, hesitates. “This is how little we use Snapchat — I don’t know the number of followers of [the accounts].”

Nothing is forever in the world of platforms. Two years ago, publishers that didn’t have a coveted slot in the Snapchat Discover section were scrambling to use individual accounts on Snapchat to connect with millennials in a raw, personal way, sometimes posting as often as several times a day there.

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