Balancing Data and Aesthetics to Engage New Audiences on Instagram + Case StudyAs the number of publications investing in creative resources on Instagram rises, it’s increasingly paramount for publishers to carve out a unique voice to build an engaged community. Hearst UK’s Country Living provides escapism for those whose hearts reside in the country. There’s no better way to transport readers from their current reality to country bliss than with captivating images and video—and there’s no better visual channel to do so than Instagram, but Country Living UK needed to better understand the types of photos and videos that would stop its online audience mid-scroll. Visuals That Resonate Country Living UK’s feed is a vision of rustic farmhouses, quaint cottages, and the adorable creature

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