March 25, 2014

Time Inc.-owned InStyle magazine’s mobile and Web site redesign taps into social media, original content and personalized news feeds to exploit the growing traffic from smartphones and tablets.

The specialise in social media is intended to deal with the multiple ways in which readers are discovering and sharing content. For instance, during the recent Oscars, social sharing was six times higher than on an ordinary.

“The new designs are hyper-social,” said Angela Matusik, executive editor of digital at InStyle, Ny. “For example, you’re able to share a headline from the homepage or post a ‘Twitter Tip’ from one in every of our articles. 

“We rolled out the photo gallery templates last month in time for red carpet season,” she said. “On Oscar night, social sharing from our site was six times higher than normal. We also saw a tremendous bump in iPad traffic with page views greater than 700 percent higher than last year’s.”

Digital refresh
InStyle announced the launch of the location on Facebook, Twitter and Instagram last week.

In addition to sharing articles straight from InStyle’s homepage, there’s also a brand new tool called “Fave.” Readers can tap an image of a heart next to each article that they prefer and need to save lots of for later, that is stored within a bit within the menu.

The idea behind “Fave” is to curate InStyle’s content right into a personalized news feed.

Additionally, InStyle has blown up images so they stretch around the screen, and photo galleries include a huge information and sharing button that locks into place on the bottom of the page when a reader scrolls over the photo. Links are included for products in order that readers can shop any item straight from the photo gallery.

The Web revamp also features a new vertical of the way-to content across lifestyle, fashion and style.

For example, this type of articles features a video showing readers tips on how to pick and apply orange lipstick. Another story encompasses a GIF with step-by-step instructions on tying a headscarf.

InStyle’s mobile homepage was redesigned with a menu button within the top right-hand corner of the screen. Previously, the location included three main drop-down categories for fashion, beauty and news coverage.  

InStyle’s new Web site

Going native
According to InStyle, the digital redesign coordinates with new native advertising opportunities which have become a much bigger push for Time Inc. as a complete over the last year.

In May, Pepsi and Sauza became two of the primary brands to run sponsored ads within Time Inc.’s People mobile site. (see story).

Bobbi Brown, Van Cleef & Arpels and Lord & Taylor are the launch advertisers on InStyle’s mobile and Website online.

Cosmetic brand Bobbi Brown’s media buy includes mobile and Web banners and video ads to advertise a foundation stick.

A Bobbi Brown ad

Similar to other big publishers, InStyle’s revamp is geared toward creating similar Web and mobile designs in order that readers have a consistent experience with the logo despite what device they’re using.

As the quantity of traffic coming from social media and email via mobile grows, InStyle’s revamp indicates that it isn’t enough for publishers to develop separate mobile sites that only pull in select pieces of content anymore.

“When you concentrate on what InStyle stands for as a brand, it’s beautiful, clear and intuitive,” Ms. Matusik said.

“We’ve now simplified the user experience and made our content more discoverable on many levels and on all devices,” she said. “Now, whether you’re clicking in from a newsletter to your smartphone or browsing around in your desktop, the feel and look is a similar.”

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York