Dazed now has more than 500,000 followers on Instagram. Its main account, @dazedmagazine, features excerpts from news and features published on dazeddigital.com, while @dazedfashion features footage from runway shows alongside fashion-related news and images of fashion shoots from Dazed’s archive.
“Our main account features the most Insta-friendly stories from Dazed Digital – including, recently, news stories, which always receive high engagement and prove the app isn’t just about posting pretty pictures,” says social media manager Fiona Cook, who works with social media editor Natasha Slee on growing Dazed’s social media presence and keeping current followers engaged.
Alongside art, music and fashion-related content, Dazed uses Instagram to address social issues from racism and gender equality to homelessness and censorship. Popular posts from recent weeks include one criticising the tampon tax and another challenging Instagram and Facebook’s strict stance on female nudity. As well as receiving several thousand likes, these posts have resulted in some thoughtful debate among readers on the site. News and feature extracts are often published using the hashtag #dazedinstastory and take advantage of Instagram’s lack of character limit with in-depth commentary alongside images.
“We started publishing news stories using #dazedinstastory after our former editorial director, Tim Noakes, was inspired by Humans of New York, a blog and Instagram account featuring street portraits and interviews conducted in NYC. They really took off and now we post at least one a day,” adds Cook.
While most of the images posted on Dazed’s account come from its website, the social media team has run a series of Instagram takeovers – visual arts editor Francesca Gavin did one during Frieze London and Shia Le Bouf posted pictures from this year’s SXSW, where he wore a heart monitor for six-days and transmitted his heartbeat live as part of a project titled #followmyheart. Cook says the team have also been experimenting with a range of imagery from illustration to GIFs to engage with readers on the site.
“Although I like accounts that are heavily curated, I think @dazedmagazine really resonates because we aren’t afraid to try out new things…Our audience on Instagram is so active that it makes a great platform to experiment on. Quote cards, emoji polls, and VS posts