How are digital lifestyle publishers strategizing around social sharing in the US? (e.g: which posts are they sharing, what are the purposes of social sharing, what social media feeds they utilize, etc.)

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How are digital lifestyle publishers strategizing around social sharing in the US? (e.g: which posts are they sharing, what are the purposes of social sharing, what social media feeds they utilize, etc.)

The five digital lifestyle publishers were chosen randomly by browsing Twitter's lifestyle hashtag in order not to be biased. The publishers are featured in all three categories listed under the research question: all-digital websites which feature journalism (Refinery29), blogs (WhoWhatWear) and newspapers/magazines focused on their digital platforms (Glamour, InStyle, GQ).
For each publisher we examine their social media posts to see what posts they share, what is the purpose of their sharing and what social media feeds they utilize to understand the strategies adopted by publishers around social sharing.

REFINERY29

Social media feeds: Facebook, YouTube, Tumblr, Instagram, Pinterest, Twitter

Facebook: The first ten Facebook posts are focused on celebrities, food and horoscope.

Twitter: Out of the first ten posts on their Twitter feed, the first one is an advertisement for the new season of Divorce on HBO, while the rest are links to the stories published on the website. The caption for one of the stories is: "Beyond winning the award, McDaniel was determined to make a name for herself as an actor, often being cast in roles as maids and servicewomen."

YouTube: Refinery29 produces their own videos. Their main features are mini series called "Try Living with Lucie: Season 1", "Beauty with Mi", "Style Out There", "How Stuff is Made" etc. They also feature travel videos and celebrity features.

Instagram: On Instagram, Refinery29 shares inspiration quotes and speeches, memes and celebrities.

Pinterest: Refinery created boards called "california girl", "Delish", "Interior Envy", "Beauty", "Street Style", "Nail Art" etc.

Tumblr: The Tumblr feed features a mix of social issues including links to articles and typical Tumblr memes.

WHO WHAT WEAR

Social media feeds: Facebook, Twitter, Instagram, Pinterest

Facebook and Twitter: The feeds feature links to the articles, mainly fashion and celebrity fashion (the feeds look almost exactly the same).

Instagram: Much like Facebook and Twitter, the feed contains mainly fashion and celebrity fashion.

Pinterest: Who What Wear created boards called "Street style", "Tips and tricks", "Celebrities and trendsetters" etc. The boards are mainly focused on fashion.

GLAMOUR

Social media feeds: Facebook, Twitter, Pinterest, YouTube, Instagram

Facebook and Twitter: The feeds feature links to the articles, with a mix of celebrities, fashion, pop culture and TV, fitness and food (the feeds look almost exactly the same).

Pinterest: Glamour created boards called "Best Beauty Trends", "Outfit Ideas", "Celebrity Style", "Wedding Dresses". The boards are mainly focused on fashion and beauty.

YouTube: Glamour produces a mini series called "Glamour Style Evolution", "Your Body in Two Minutes", "The Cost of Being a Woman" etc. They produce their own content focused on women.

Instagram: Out of the first ten posts, seven are of celebrities.

InStyle

Social media feeds: Facebook, Twitter, Instagram, YouTube, Pinterest, Tumblr

Facebook and Twitter: The feeds feature links to the articles, with a mix of celebrities, fashion, pop culture and TV. There are also some funny gifs and memes involved (the feeds look almost exactly the same).

Instagram: Instagram feed is a mix of celebrity photos which feature fashion looks and throwbacks as well as funny features.

YouTube: InStyle produces their own content for YouTube, such as mini series titled "Behind the cover for InStyle", "Get that body", "Dirty laundry", "Nail-art know how" etc.

Pinterest: InStyle created boards called "Beauty products we love", "Shoes", "Accessories we love", "Sex and relationships" etc.

Tumblr: Tumlbr feed mainly features InStyle's editorial team.

GQ

Social media feeds: Facebook, Twitter, Pinterest, YouTube, Tumblr

Facebook: The feeds feature links to the articles, with a mix of celebrities, fashion, grooming, relationships, pop culture and TV.

Twitter: The Twitter feed looks very similar to Facebook, however it also heavily involves links to political articles.

Pinterest: GQ created boards called "The Best of GQ", "What to wear right now", "GQ fitness" etc.

YouTube: GQ produces their own content for YouTube, such as mini series titled "The Resistance with Keith Olbermann", "Most Expensive S*** w 2Chainz", "Actually Me", "Tattoo Tour" etc.

Tumblr: Tumblr feed features only photos from editorials as well as issue covers.

Instagram: GQ's Instagram heavily features photographs and occasional videos of celebrities and fashion.

Strategies

From the five digital publishers observed above, it can be concluded that Twitter and Facebook are mainly used very similarly. On these platforms, article links are shared and feature a variety of topics.
Youtube is used to publish content produce by the digital publisher. All the digital publishers have their own mini series.
Instagram is used more for publishing photos of pop culture content, mainly fashion, celebrities and occasional jokes and memes.
Pinterest is the platform which features inspirational boards. Some focus mainly on Fashion, while other platforms also created boards tied to fitness, beauty, celebrities etc.
Tumblr platforms are the least used and seldom updated by all 5 publishers. Mainly they feature photos, social issues, links to articles and memes. Some publishers don't use Tumblr.

CONCLUSION

The five digital lifestyle publishers featured in the research come from all three categories listed under the research question: all-digital websites which feature journalism (Refinery29), blogs (WhoWhatWear) and newspapers/magazines focused on their digital platforms (Glamour, InStyle, GQ). Strategies used by the digital publishers mostly favor Twitter and Facebook where publishers share links to their articles, while YouTube is used to feature originally produced content. The rest of the platforms is mainly used for inspirational and pop culture content.
Sources
Sources