CNN launched a new Instagram account related to the day’s holiday, Earth Day. The account, focused on climate to create awareness among youngsters that how to cope the alarming issue.
During the 2018 midterms, CNN launched a series called “Why I Vote” and found that climate change and global warming were the two top policy issues of younger voters.
Ashley Codianni, CNN’s executive producer of social and emerging media said “To communicate and educate young people, we go to Instagram. We saw all these young people in the campaign talking about climate change and knowing our audience is on Instagram, [launching this account] just seemed natural.”
Codianni said her team identified high engagement on climate stories on their other channels prior to launching a climate-focused account. But they saw a gap in coverage exclusively on climate on Instagram. Since last month’s launch, the account has gained nearly 50,000 followers.
Codianni said. “We found a dedicated and engaged audience on an issue that’s important to them. When I think about policy, climate will be a big issue in 2020 and in the years ahead.”