The Mpumalanga-based Standerton Advertiser’s Instagram account is a collection of landscape photos, portraits, colourful close-up shots and striking photojournalistic images.

media update’s Nikita Geldenhuys caught up with the account’s creator, Wayne van der Walt, to find out why the publication decided to use Instagram and what the paper’s team has learnt along the way.

Why did you decide to start an Instagram account for the Standerton Advertiser?

With the rise of the digital sphere, it is essential to reach out to readers – whether local, national or international – by using the tools at our disposal. Each social platform has its own community and therefore the media, in order to remain relevant, should reach out to its readers on their preferred platform.

Caxton Local Media is community driven, with more than 70 websites across the country, and focuses on hyperlocal content. Instagram, especially in a small community like ours where only a few people use the platform, allows us to interact beyond the local parameters. It subsequently assists in broadening our horizons and expanding our audience. 

What type and level of engagement do your posts receive?

We have only recently begun our #instajourney, but engagement is typically in the form of likes and comments, and, most importantly, the gaining of new followers.

We included our website in our bio-box. The aim is to get our audience curious about who we are and, primarily, to redirect them to the website – from which we receive monetary returns.

In what way do you think Instagram accounts like yours can contribute to publications?

We publish content without targeting a specific group. This enables us to reach a vast and diverse audience, while allowing ourselves to venture through different styles of photography. Instagram has also enabled our publication to show a softer side.

Residents are exposed to the doom and gloom published in our newspapers and online platforms daily. Even though we do not exclude the feel-good and positive stories from our publications and websites, hard-hitting news always outweighs positive stories. By using Instagram as a mediator between the two and taking a softer approach, the balance is returned.

Instagram is not confined. This allows for interaction beyond local borders, which, in turn, expands our reach. It is also a great tool for new journalists as it introduces them to new and various photographic methods and styles.

What is your vision for the account and where would you like to take it in future?

Personally, it’s all about having fun while trying to establish a brand that is relatable. Ideally, we would like to increase our reach and gain more followers, but the intention is not to become #instafamous. Instead, it is a platform where one can embrace your creative side and enhance and refine your photographic skills.

Who can contribute posts to the account and what guidelines do you follow to decide whether content is suitable?

A good photo is generally instantly recognisable. It should be able to tell a story through its composition, lighting, sharpness, and, obviously, the subject photographed. Journalists are fortunate to have a photo opportunity waiting around every corner.

Journalists and the editor are contributors, but, as the editor, I encourage journalists to also have their own Instagram accounts to find their niche and develop and embrace their own style, interests, and passions.

Do you have any tips for other digital teams looking to start exploring the opportunities of Instagram for their publications?

Examine the trends, see what others are posting to get some ideas, and use relevant hashtags to make sure your photos are noticed.

Include a call to action, whether in your bio-box or caption and tell your followers how you would like them to engage with you.

Most importantly, have fun while finding your niche, and building and growing a successful Instagram account.

For more information, visit the Standerton Advertiser’s Instagram account.

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