Over the past year, Instagram has become a popular channel for fashion brands to introduce new campaigns. (See: Oscar de la Renta, Prabal Gurung, Calvin Klein, Barneys New York.) Now, InStyle is taking the concept a step further by using social photo sharing platform Snapchat to reveal its big September cover.
The September issue will be InStyle’s biggest ever in terms of ad pages, topping last year’s record-breaker. (The 2013 issue, for reference, featured actress and burgeoning beauty mogul Drew Barrymore as its cover star.) After joining Snapchat earlier this summer, InStyle began using the platform to tease behind-the-scenes photos from its most-anticipated issue of the year using the #makingseptember tag.
“[Snapchat] allows us to reach people who might not necessarily be core readers of InStyle, who might not even be magazine readers. It allows us to get a different demographic excited about the brand,” Angela Matusik, InStyle's executive editor of digital, told SocialTimes.
A growing number of brands—including digital publishers like Refinery29 and Mashable—have been embracing Snapchat for its marketing potential, but so far, the magazine world has been slower to catch on. In December, Seventeen became the first major title to start using the platform, which makes sense given its younger (read: Snapchat-savvy) audience.