Social media empowers subscription growth of The Economist

Over the last few months, The Economist has centred its social media strategy on driving people back to its site to subscribe. The efforts have been bearing fruit. The Economist is an English-language weekly magazine-format newspaper published from London. Since changing its social media strategy to drive traffic from social media back to its own pages where people can register and subscribe, the publisher has grown monthly referral traffic from social media platforms by 180 percent. Now, around a third of its site traffic comes from social platforms. Instagram, where The Economist has 4.4 million followers, the lowest of all its social platforms, has been a key focus.