There’s always some tension when young journalists come into established newsrooms for summer internships and fellowships. They’re unjaded, which is refreshing, but unfamiliar with the newsroom’s ways, which can be exhausting.

They also come bearing gifts.

Every generation brings something new to teach the veterans. And in three newsrooms this summer, that took place on Instagram.

You can read here about how the first Instagram Local News Fellowship went. 

I asked the fellows and newsrooms what they want local journalists and newsrooms to know about the social media platform.

Here’s what they said:

Building a strategy doesn’t have to be impossible

“If you are an outlet that has outstanding photojournalists, use that to your advantage. If you are primarily data based, work on building a cohesive brand look that will play out well across your feed. Knowing your audience and the audience you are looking to build is so important. Focus on the ways you can get people onto your site and become subscribers. Don't worry so much about making content that is perfect. Use Instagram features and make it fun.” Emily Dunn, Instagram fellow, St. Louis Post-Dispatch

You gotta have it

“Even if your Instagram's content isn't necessarily directly translating into paying subscribers, I think there's definitely something to be said about brand awareness and familiarity, especially among a demographic that could become your future subscriber base.” Grace Lett, Instagram fellow, Boston Globe

Relax

“Don't be so precious with your Instagram account. Don't be as formal as you would maybe be in other places – on the site, in your paper, etc. Be aspirational about the audience you want to acquire rather than focus on the audience you have – – and position your content accordingly.” Devin Smith, senior editor, audience engagement, Boston Globe 

And guess what – It’s kind of a nice place, too

“Newsrooms should make an effort to approach Instagram as a social platform that offers more potential for reader engagement than some others. It remains a less vitriolic home for comments than Twitter and Facebook – and that offers an opportunity for newsrooms. We are getting more responses to questions in stories and more positive feedback in comments now that we are engaging on a different level with users there. The ability to swipe up to read stories and to create ‘highlights’ also allows newsrooms to direct followers to news sites and to spotlight evergreen or significant local content.” Colleen Kelly, senior digital editor at the Minneapolis Star Tribune


Screen shot, St. Louis Post-Dispatch, Instagram

If you’re going to the Online News Association’s annual conference this week in New Orleans, you can hear more about the project during a Thursday session. Also, say hi to me! I’ll be there!

In the meantime: 

• Free!: You can sign up for one of 50 scholarships to Local Media Association, Local Media Consortium and Google News Initiative's upcoming conference on local news. 

• Apply: The deadline is almost up to apply for Poynter’s Leadership Academy. 

• Read: Despite tough times, local newspapers are still producing the most important news. 

See you next week!