One way news organizations will benefit from Instagram Web profiles is through increased content discovery. When journalists or news organizations have shared Instagram shots to Facebook or Twitter, for example, Web users have only been able to see that one image—so if a user wanted to see a full gallery of images, he or she would need a mobile device to see more.
Leading users to exploring more content can lead to three desired outcomes: likes, comments and shares. News organizations are on Instagram to build communities and then to engage these communities. Giving users a new way to interact with a platform can lead to greater opportunities for exposure to new audiences.
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