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How Women’s Health Optimizes its Evergreen Content for Instagram

Q&A with Amanda Lucci, senior social media editor at Women’s Health.

It looks like proper when editors get the cling of a sure social function, giants like Snapchat and Instagram introduce new ones. One of the newest obsessions for these in journal media is Instagram Stories, and Amanda Lucci, senior social media editor at Women’s Health, is nicely conscious.

Lucci implements the model’s social technique, the place it has greater than 958,000 followers on Instagram alone. One of her focuses is on exploring new social platforms and instruments, like Stories. 

On May 16, she’ll be among the many professional panelists who’ll be at min’s Snapchat & Instagram Master Class discussing “Instant Success On Instagram.” We caught up with Lucci first to study what will get her viewers excited on the photo-sharing app and the way she’s capable of finding the right combination of content material.

min: There’s a pleasant mixture of movies, pictures and Women’s Health-branded quotes on the WH Instagram web page. How did you determine that blend and what indicators did your viewers offer you?

Amanda Lucci: Instagram’s analytics aren’t that in depth but, however they do assist! I take a look at what occasions of day our customers are lively on Instagram, and use that as a information for when to submit our greatest stuff. I do verify what number of likes we’re getting, however I additionally attempt to sustain with the feedback to see what individuals are saying—if you see lots of people tagging their associates, or saying that they plan to do that workout, make this recipe, and so forth., that’s an efficient submit! We additionally wish to often function our readers by reposting photographs we discover beneath the #WHStrong hashtag, which is a very lively group. It’s superior to see somebody get excited once we function them, and I really like that our followers may help encourage and encourage one another this manner.

min: Which content material will get your viewers most excited on Instagram?

Lucci: Our viewers likes to be impressed and motivated to succeed in their objectives, so we’ve had a whole lot of success with easy quote posts—simply black textual content on a white background. We attempt to combine it up with some relaxed and humorous ones, too, particularly on the weekends. We additionally discover that we see higher engagement once we supply some sort of service in our posts, like a cooking or fitness tip, past only a fairly image.

min: What’s a problem you’ve addressed since becoming a member of Women’s Health?

Lucci: The problem then as a social media editor is to take every individual’s imaginative and prescient and make it into one thing that’s cohesive and matches together with your model id.

min: How are you utilizing Instagram to increase the lifetime of Women’s Health content material?

Lucci: Women’s Health has a lot nice evergreen content material that’s persistently related to our readers. For instance, we’ve a Recipe Finder on our website that doesn’t all the time see a lot love on social, so we’ve been pulling recipes and photographs from there to share with our readers who wouldn’t discover it in any other case. We concentrate to what’s trending on social media and virtually all the time have a related story to share alongside a extra present GIF or picture—like when everybody was speaking about Carrie Underwood on the ACMs, we posted about our interview together with her coach and linked to it in our bio. We’re additionally making a acutely aware push to repurpose the gorgeous imagery and useful information inside our journal for Instagram, and we created a banner that claims “ON NEWSSTANDS” to placed on these posts so you recognize when one thing got here from our present problem.

min: How is Women’s Health experimenting with Stories? 

Lucci: We are engaged on creating franchises that stay solely in Stories. For instance, Screengrab is a collection the place we break down health club outfits worn by characters on widespread TV exhibits—customers can swipe as much as instantly store the precise gadgets. We additionally lately launched Give Me a Minute Mondays, by which we encourage individuals to take a minute for themselves and watch a relaxing GIF for 60 seconds. The potential to link out to your personal web site or one other web site instantly inside a Story abruptly makes this function crucial a part of Instagram, and there are countless prospects—we’re particularly excited to see what we will do with our e-commerce content material there.


On May 16, Amanda Lucci will converse through the “Instant Success on Instagram” session at min’s Snapchat & Instagram Master Class in New York.  Check out this system’s audio system and register as we speak.


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