Two months ago the Guardian started tracking and analyzing its Instagram audience data on a more granular basis, to test what formats and topics it should develop and evolve and what should be scrapped… After crunching data, the Guardian found that heavily produced videos with scripts and shot in a studio and professionally edited were simply not worth the effort… Less labor-intensive posts have been introduced instead — static graphics or quick video explainers on news topics — have proved more popular. The average completion rate for these explainers is 45 percent, according to the publisher though it wouldn’t break out exact numbers.
Read the full piece at Digiday
