Social Media Week 2025 - How to Create Instagram Success for a Legacy Brand

Social Media Week 2025 - How to Create Instagram Success for a Legacy Brand

Overview

Big legacy brands often bring with them a trusted reputation and sometimes unfair misconceptions of what they represent, so what opportunities does Instagram give in positioning or re-positioning such properties? This session explores how to create an engaging Instagram account for a legacy brand with a clear identity and personality, based on the work of Anna Doble who’s Digital Editor of the English language BBC World Service.

 What you’ll learn: 

  • Why and how Instagram can help you find a young, diverse audience for your journalism
  • How to identify the content from your existing output that will work twice as hard for you
  • Why listening and responding to your social audience will lead to better commissioning decisions 
  • Who you can identify in your teams to create short-form video to support your radio shows and podcast brands
  • How you can measure Instagram success – reach, engagement and onward journeys

 

This mini master class is part of the EBU Academy Social Media Week, and can be bundled with other sessions from the same series. For more information, please click here. 

Meet your faculty

Anna Doble

Digital Editor

Anna Doble is the digital editor at BBC World Service where she leads on digital strategy, social media, video and podcasts. She also commissions sport content across the network. Anna writes and presents Pick of the World, a weekly radio show on BBC World Service, which zooms in on the most engaging audio as chosen by social and online audiences around the globe. Anna previously ran the online team at Radio 1. Before that she was head of online at Channel 4 News. She is also a music writer and the author of Connection is a Song: Coming Up and Coming Out Through the Music of the '90s, published in May 2024.