As the bulk of publishers focus hard on building their Snapchat audiences through their discover channels, other publishers aren’t feeling the need to hop on that bandwagon. Instead, publishers like MIC.com are building out teams to focus exclusively on building audiences via Instagram Stories which has delivered some success for the Millennial-focused website.
It’s seen some early success with @TheStrutByMic, a body-positivity channel with 37,300 followers; @DeliveredByMic, for foodies, with 24,000 followers; and feminism channel @TheSlayByMic, with 12,700 followers. Other, smaller channels include @TheSwaddlebyMic, for parents; and LGBTQ channel,@BeyondPrideByMic. All told, Mic has about 250,000 followers across nine channels on Instagram and had 5 million views across accounts in October, according to the publisher.