Refinery29 brings TV logic to Instagram

Refinery29, the female-focused online publisher, is using Instagram in innovative ways to reach consumers and assist its marketing partners.

Refinery29 is applying a shot of legacy media thinking to the digital pages of Instagram.

“We’ve started to innovate on the platform by – kind of weirdly – programming it like TV,” explained Lydia Pang, creative director at the New York-based digital publisher, which provides female-focused content in areas from beauty and health to entertainment (plus the latest hot products to buy) to a 550 million-strong global audience.

Pang reported that the strategy on Instagram, a photo- and video-sharing property owned by Facebook Inc., borrows from the annals of linear television by ensuring that consumers have a good idea of...

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