Think about the last time you visited a museum, you were walking through the halls and you stopped at a particular painting. Why that particular painting? What caught your eye? What drew you in? And how did it move you? Often, these are really small things that you aren’t even aware of, but there is actually a way to measure this.
When looking for a fashion fix, a beauty how-to or fitness tips, people turn to both magazines and Instagram. But they seek a different payoff from pixels than from print. In a study Facebook commissioned Kantar Millward Brown to learn more about those differences, we found that 65% of people who use Instagram on a monthly basis and subscribe to magazines (dual users*), choose Instagram over magazines when looking for inspiration. When it comes to looking for detailed information, 57% choose magazines over Instagram.