Unlike publishers that use Instagram to repurpose magazine content, Vogue is using the platform to highlight emerging creative talent.
The new @vogue account launched March 20 with eight featured creators covering a mix of fashion, beauty, photography, illustration and art. (This is separate from the U.S. Vogue account, @voguemagazine.) Each creator’s story is told over a week in six daily posts, which are a mix of images and video. For instance, the story of Richie Shazam, a model and artist who lives in New York and Berlin, highlights the importance of inclusion, diversity and self-confidence. Maria Saporito, a 21-year-old fashion illustrator from Milan, shows how she sees fashion in everything, including sushi. Nienke Hoogvliet, a designer and textile researcher based in the Netherlands, visually details her research into using seaweed in her work. The account is still in its infancy, with around 450 followers, while accounts like U.S. Vogue and Vogue Paris have 18 million followers and 4 million followers, respectively.
“The account is to see how far we can go with community-focused storytelling,” said Hannah Ray, head of social strategy and storytelling for Vogue International, explaining the account deviates from the content strategy on other Vogue Instagram accounts. “The crux of it is community. What we’re doing is taking a step back and putting the community first, giving them the platform to tell their story in their voice. It’s against the grain of how publishers distribute content on platforms and the perception of social media in general, which is more around broadcast. We’re building that native approach here.”
Although the account is an experiment, Ray is cautious not to impose many limitations, like dictating the time that new content is released or what formats are used. “We want to experiment with a more lean-back, episodic way of storytelling,” she said.