Fusion is a multi-platform media company that serves a young, diverse, and inclusive millennial generation. This has been our first year on Instagram and our objective was to create a feed with a characteristic style with content meant uniquely for that platform.
We did not want to simply act as a promotion page for our brand, this needed to be a place to get compelling, beautiful and informative content. We challenged ourselves to do so only using a smartphone.
Our strategy was to seek out stories that interested our generation and treat Instagram like our own TV show with different segments that ranged from interviews, portraits, stop motion videos, and illustrated quotes. We covered all kinds of events from Brazil's World Cup to New York Fashion week, from street art to protests in Ferguson. We collaborated with other Instagram accounts that we loved like @nyc, @aguynamedpatrick, @Tim.Kau...
The restrictions of a smartphone and Instagram's 15 second format became our biggest asset, giving us the freedom to move quickly and gave us the most relevant vantage point for our audience.
The result, we hope, is a feed that not only represents our brand and demographic, but brings our followers something inspiring and useful every single day.
We are a small team of 2 people.
We believe our content encaptures the essence of the Shorty Awards: micro content created with a smartphone.
Most news outlets treat Instagram as a promotional tool, we wanted to be different, we wanted it to be the most fun and creative property of our brand and we believe we achieved that goal.
We strongly covered issues like immigration, gay marriage, and police brutality, but we know that with the hard news stories our audience also wants to feel inspired so we profiled artists, NGOs, designers, photographers, dancers and the list goes on. We want the feed to feel like a conversation with our followers so we are constantly engaging with them and encouraging discussions in the comments or organization hashtag call to actions.
Our work is not done, but in a year we have accomplished an incredible amount. We have grown our audience to over 19K, we have partnered with major brands like Stella McCartney, Paper Magazine and Converse, and we have successfully established our voice.
