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1. How To Engage Your Community Visually
With Instagram Callouts
Emily Bogle, Assistant Producer on the NPR Visuals Team
2. Why Instagram?
● Currently, there are over 200 million active
users on Instagram
● It’s not just a place for cat photos!
● Another outlet to share current stories
● Resurface older stories and images
● Share your station’s personality and voice
7. ● Ask our audience to share something with us
● Instagram callouts: asking for photos or
videos on a specific topic
● Have an Instagram account before starting a
callout
8. Recent example: #menpr
● Part of All Things
Considered series, Men
In America
● Asked for photos of an
object that makes you
feel manly
10. ● Working on a longer series
● Looking for stories from your audience
● There is lead time to plan and promote
● Recent example #menpr
Timing
11. Keyword: Visual
● The idea is visual,
meaning you can actually
take a photo of
something.
● That way you can
anticipate what kind of
photos you will get
14. #PSCommute
● Monthly photo assignment with
KPCC called Public Square
● All Things Considered had a
series focused on commuting
● We decided to combine these
two series for #PSCommute
15. #PSCommute
● Monitor photos as they come in
● Use a submitted photo as
another example
● Compile the best photos and/or
stories into a blog post
16. #PSCommute
● Read the comments
● Ask the submitters for more
information
● Follow up with a radio story if
there is more to tell
18. ● Plan your roadmap
● Plan how you will use the photos
● How will you collect the photos?
● Think of a hashtag and make sure it hasn’t
been used already
● Be specific: #NashvilleWPLN is better than
#Nashville
Planning is your friend
20. Prep work
● Make a couple examples/seed images
● Nail down a caption format
● Plan out the language and copy edit it
● Let submitters know how the photos will be
used
21. Cook Your Cupboard
● Series that ran on
Morning Edition
● We asked audience to
submit photos of food
they have on hand
22. Provide photo tips
● We did a post on how to
make good photos with
your phone
● We received better quality
images
● Audience knew what we
were looking for
24. The big day
● Post an example on your Instagram account
● Share it widely and across channels
● Be persistent
25. Public Square with NPR and KPCC
● Introduction to the series
● Not just pretty photos
● Emphasis on storytelling
● Explanation of the
assignment
● Guidelines and deadline
clearly defined
28. IFTTT
● IFTTT creates recipes with
different apps
● You can make a recipe so
when you post to
instagram it will tweet a
photo
● Photo with hashtag can
auto post to your tumblr
30. Instagram Embed
● Embed code
allows you to
use an image
without
downloading it
● Easy to add to
most Content
Management
Systems
31. How it looks on a page
● Includes subtle Instagram
branding
● Big downside: does not
include caption (as of
now)
● It works better with only a
few images
32. NPR’s rules around copyright
● In general, we need permission to use any
image on Instagram
● Embedding is an alternative
● A specific hashtag gives implicit permission
to use the photos
34. ● Plan a meeting to discuss what worked and
what could be improved
● Adapt and make changes for the next callout
● Maintain consistency between other callouts
● Despite preplanning, some callouts fail, and
that’s OK!
35. #FutureMemories Fail
● Callout: share photos of
things you would want to
remember
● We got lots of sentimental
wedding and baby photos
● We decided it was too
complicated and ditched it
36. #FakeMemory Success!
● We asked for photos of an
event you only remember
because there is a photo
● We got some great stories
like this one: a family that
hangs babies from a hook
(for just a second!)
44. Thank you for joining!
Emily Bogle, Assistant Producer on the NPR Visuals Team
Email: ebogle@npr.org Instagram: @emilybogle
Editor's Notes
Is it natural to take a photo to illustrate this?
You want to make sure that the hashtag isn’t too vague like #nashville. You also want to make sure that it hasn’t been used in something else that may conflict with your callout.
You can reach out to colleagues or friends to help seed the project
Some stations even do radio call-outs
If you’re really fancy, you can compile images with a hashtag from Instagram on a Google Spreadsheet