Entrepreneurs are launching news companies on Instagram, in an attempt to reach a younger generation of news consumers on their phones.
Why it matters: Their efforts buck the publishing trend that has become resistant to relying on web platforms to launch companies and build audiences.
A few examples:
Yes, but: It's an interesting launchpad, but like any other media company, you eventually need to create your own channels to reach consumers. Jessica Yellin, for example, is also exploring newsletters. She says Instagram, however, is powerful in its intimacy.
"I think the real connection comes from the Stories — it's so intimate. Just talking directly to the audience. The part I like most about this platform is that the audience can DM you right back. In the past I had a huge platform, but I had no idea how it was being received by the audience."— Jessica Yellin
Our thought bubble: Instagram can be harder to monetize on and it's difficult to link out from. Its scale makes it good for engagement, but it is probably harder to launch a news brand on Instagram these days than it was on Facebook years ago.
