Successful launch of academic publisher, Taylor & Francis’ Instagram account

Brief

To develop a strategy to launch the Taylor and Francis Instagram account, grow a solid follower base and drive engagement across the Science, Technology, Education and Mathematics (STEM) communities.

Solution

A curated hub of stand-out content that breaks category conventions by providing visually arresting content tailored to Instagram, alongside interesting stories to keep Taylor & Francis front of mind and build community.

"#DiscoverYourTruth" – bringing certainty to an uncertain world was used as the central hook for all content ensuring consistency of approach across all posts.

Result

An outstanding performance, within 6 months of set up the account had generated over 5M impressions and was delivering engagement rates of 10.3-11.3% versus the industry average for Higher Education of 3.19%.