--- title: How to Ace Your Instagram Content – Analyzing the ‘New York Times’ description: Marketers need to be alert to respond to Instagram updates. New York Times shows a perfect example of how to develop Instagram marketing and engage audiences. image: https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/learning_from_nyt-07.jpg --- **[🚀 ANNOUNCEMENT: QUINTLY BECOMES FACELIFT DATA STUDIO→](https://www.quintly.com/quintly-becomes-facelift-data-studio)** [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Use cases [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels Int. How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! 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How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? 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Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Solutions [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! How bürosüd plus increased their audience by 40% ](https://www.quintly.com/case-study/burosud-plus-pr-and-communication-agency-quintly-case-study)   [Media Do more with your data using custom metrics and API integrations to optimize your social strategy. ](https://www.quintly.com/media) --- [Case Study: RTL Media Group How this large news-media organization creates a data-driven culture for their teams company-wide. ](https://www.quintly.com/case-study/rtl-media-group) [Case Study: Landau MediaNew! How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics/) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? See what we have to offer. ](https://quintly.jobs.personio.de/) [Contact Want to get in touch? Come say hi. ](https://www.quintly.com/contact) Resources [Blog Our latest articles, social news and industry insights. ](https://www.quintly.com/blog) [Social Media Studies Browse our collection of free reports. ](https://www.quintly.com/resources) [Knowledge Base More than a help center – updates, guides and more. ](https://support.quintly.com)     [Free stats portalNew! Check out popular industries & countries. ](https://info.quintly.com/free-stats) [Product newsNew! Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![quintly.com](https://www.quintly.com/hubfs/Design/Mayday/Pricing%20Page/white%20icons/AdvancedTraining.svg "quintly.com")](https://www.quintly.com/) ** ** [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) by [David Campbell](https://www.quintly.com/blog/author/david-campbell) on August 11, 2023 [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) ### Filter by Category - [Instagram Strategy (214)](https://www.quintly.com/blog/tag/instagram-strategy) - [Reach vs Impressions (213)](https://www.quintly.com/blog/tag/reach-vs-impressions) - [Twitter Analysis (213)](https://www.quintly.com/blog/tag/twitter-analysis) - [Youtube Analytics (213)](https://www.quintly.com/blog/tag/youtube-analytics) - [featured (213)](https://www.quintly.com/blog/tag/featured) [quintly Blog](https://www.quintly.com/blog)  /   [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Best Practice](https://www.quintly.com/blog/tag/best-practice) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) 7 MINUTE READING TIME [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Best Practice](https://www.quintly.com/blog/tag/best-practice) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) # How to Ace Your Instagram Content – Analyzing the ‘New York Times’ by [Kaisa Nauska](https://www.quintly.com/blog/author/kaisa-nauska) on February 15, 2018 ![](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/learning_from_nyt-07.jpg) The *New York Times* is one of those iconic publishers that practically everybody knows of. So we assume that their social media marketing is just as iconic as the content of their magazine. Therefore we analyzed four of their Instagram accounts from the past 9 months to gain a  behind the scenes view. Instagram analytics keeps getting more interesting as the network develops. Instagram launched a bunch of updates in the past three months and changed their algorithm so that users face more clutter. Users need more scrolling if they want to see all the content from those they follow. Furthermore businesses need to keep in mind that their uploads might reach only a fraction of those they reached before. The Social Media Marketers of the *New York Times* reacted to the change and were able to engage their audience even more than before. Hashtag following was one the biggest changes on Instagram in December. The change puts pressure on marketers to know which hashtags can create higher visibility for them, as the cluster of algorithm changes reduced organic reach. We analyzed four different *New York Times*’ Instagram accounts (New York Times Fashion & Style, - Travel, - Food and - Archives) under examination to see if data will reveal new trends in the behavior of its users. The data analyzed is from between 05.14.2017 - 02.14.2018. ## Data Surprised and Turned Over My Expectations As Instagram is growing, so is the competition for engagement. I expected to see descending development in the engagement rates as well. Average Interactions Per Post metric revealed the opposite of what I was expecting to find. ![Screen Shot 2018-02-14 at 14.43.13.png](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Screen%20Shot%202018-02-14%20at%2014_43_13-4.png?width=940&height=306&name=Screen%20Shot%202018-02-14%20at%2014_43_13-4.png) All accounts show more or less of growth in the engagement. I was confused, as all the accounts have kept their posting schedule same during the analysis period. Nearly all metrics showed very little change from the first months of the analysis. I wondered this out loud and one of my [colleagues ](https://www.quintly.com/blog/author/tilo-kmieckowiak)got me to realize what might be behind the higher interaction rates. My colleague follows the *New York Times* Food Instagram account and told me that they use the stories feature frequently. The new Instagram algorithm prefers content that keeps users engaged with the platform, hence uploads that stop users scrolling, (live) videos and [stories](https://facelift-bbt.com/en/blog/instagram-stories-for-businesses). So their effective use of Instagram stories might be the reason for people also interacting more with the rest of their content. [![Instagram Analytics Report ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/IG%20measure%20report-CTA%20banner-4.jpg?width=940&height=342&name=IG%20measure%20report-CTA%20banner-4.jpg)](https://www.quintly.com/cs/c/?cta_guid=38ab5305-b9df-4d86-8ea0-1407a4cb4c56&signature=AAH58kGwSNuK79RpFP2Ay1J_KhxcyA0KLg&pageId=5229606870&placement_guid=3b0cd11e-ff9b-4362-9515-2e8a88b2361b&canon=https%3A%2F%2Fwww.quintly.com%2Fblog%2Flearning-best-new-york-times-instagram&portal_id=3330298&__hstc=146014955.4ac32fe5bdcab407482560af6e5d7795.1692631347040.1692631347040.1692631347040.1&__hssc=146014955.25.1692631347040&__hsfp=1561754925&hsutk=4ac32fe5bdcab407482560af6e5d7795&contentType=blog-post) ## Use Seasons and Timing Effectively Holiday marketing is news to no one, but some industries have clear seasons when everyone is particularly alert. The fashion industry is a great example of this, and the *New York Times *Fashion account is clearly aware of how to promote their content during the hot period of time. From the graph below, anyone can spot the New York Fashion Weeks at a glance. ![Screen Shot 2018-02-14 at 16.03.25.png](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Screen%20Shot%202018-02-14%20at%2016_03_25-1.png?width=940&height=308&name=Screen%20Shot%202018-02-14%20at%2016_03_25-1.png) When you have the big picture figured out, analyze the best time to post to reach as many of your followers as possible. The charts below show, that even though they publish plenty of content, the *New York Times* Fashion is not utilizing their highest interaction peaks. ![Screen Shot 2018-02-15 at 11.07.44.png](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Screen%20Shot%202018-02-15%20at%2011_07_44-1.png?width=940&height=295&name=Screen%20Shot%202018-02-15%20at%2011_07_44-1.png) With social media analytics tool like quintly, you can easily verify [the optimum time for you to post to any social network](https://www.quintly.com/blog/2013/09/the-really-best-time-to-post-on-facebook). Check every now and then your followers' behavior on Instagram to ensure best possible Instagram Marketing. ## Hashtags Provide a New Way to Be Discovered Hashtags have changed over time in Instagram. Remember those days when no one really knew how to use hashtags and many wrote sentences using hashtags? Today, with polished social media presence and professional Instagram Influencers hashtags matter too. With the possibility to follow hashtags, businesses can create higher reach by analyzing their hashtags. Hashtags creating most interaction for all the New York Times accounts are #annawintour #Halloweekend and #chocolatecake. From more common hashtags #NYFW creates high interaction and is used often. ![Screen Shot 2018-02-14 at 15.00.53.png](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Screen%20Shot%202018-02-14%20at%2015_00_53-3.png?width=940&height=306&name=Screen%20Shot%202018-02-14%20at%2015_00_53-3.png) When a user searches for images with the hashtag, they are likely to see also New York Times Fashion account. If they follow the hashtag, uploads with #NYFW pops into their feed. Putting thought into your hashtags can enhance your reach greatly. Well-performing hashtags open new channels for businesses to appear in. ![IMG_2815.jpg](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/IMG_2815-3.jpg?width=750&height=747&name=IMG_2815-3.jpg) ## Marketers Takeaway Keep yourself on top of Instagram updates. Major changes can leave your business behind the competition if you don’t adapt. New York Times is a great example of keeping up with the development and creating continuous growth by adopting new features into use. When I started to write this article, I thought I would see descending numbers, the data reminded me those general assumptions do not lead to correct analysis, data does. The irony in gaining visibility and engagement is that you have to create engaging content. When you are able to catch your followers' attention, they are more likely to see your content again. Be sure that your content is also timed optimally, to reach your followers best. ### Related Categories [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Best Practice](https://www.quintly.com/blog/tag/best-practice) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Instagram Analytics](https://www.quintly.com/blog/tag/instagram-analytics) ### [Kaisa Nauska](https://www.quintly.com/blog/author/kaisa-nauska) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) ## [7 Tips for Using Social Media Reporting Data To Tell a Story to Your Client](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [Read more](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [tiktok business](https://www.quintly.com/blog/topic/tiktok-business) ## [How to Build an Engaged Audience on TikTok](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) [Read more](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) ![](https://www.quintly.com/hs-fs/hubfs/Marketing%20/blog-en/General%20Files/5%20Ideas%20banner%20promo%20module-3.png?width=120&name=5%20Ideas%20banner%20promo%20module-3.png "5 Ideas banner promo module-3.png") ## 5 Ideas to Optimize Your Social Media Analysis   [Download the E-book](https://info.quintly.com/optimize-your-social-media-performance) ### Join the conversation. 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All rights reserved. • [Terms](https://www.quintly.com/terms) • [Privacy](https://www.quintly.com/privacy) • [More...](https://www.quintly.com/transparency) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kaisa Nauska", "url" : "https://www.quintly.com/blog/author/kaisa-nauska" }, "dateModified" : "2023-08-29T09:42:44.892Z", "datePublished" : "2018-02-14T23:00:00.000Z", "headline" : "How to Ace Your Instagram Content – Analyzing the ‘New York Times’", "image" : [ "https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/learning_from_nyt-07.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.quintly.com/blog/learning-best-new-york-times-instagram", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.quintly.com/hubfs/2024-home/facelift_logo_new_black_rgb.svg" }, "name" : "Facelift brand building technologies GmbH" } } ```