Brands have to adapt to the power of social apps, and the New York Times is appealing to the next generation of news readers by “going all-in on Instagram.” According to Ypulse’s social media tracker survey, 50% of 13-32-year-olds are using Instagram, and to reach these consumers, the Times has recently started accounts for its video team, sports desk, marketing department, and events team, joining its existing accounts for food, travel, fashion, and T Magazine content.

Brands have to adapt to the power of social apps, and the New York Times is appealing to the next generation of news readers by “going all-in on Instagram.” According to Ypulse’s social media tracker survey, 50% of 13-32-year-olds are using Instagram, and to reach these consumers, the Times has recently started accounts for its video team, sports desk, marketing department, and events team, joining its existing accounts for food, travel, fashion, and T Magazine content. The primary @NYTimes account is expected to come in the coming months. Rather than focusing on driving traffic to their site, theTimes is hoping to build awareness and brand loyalty with their “visual storytelling,” with the hope of converting their younger followers to subscribers in the future. (Digiday)