How InTouch Is Building Its Audience Through Social
A more strategic approach to social publishing is helping InTouch Weekly reach and engage more people — and bring more readers back to its website.
For decades, InTouch Weekly has been a trusted source of celebrity news, exclusive interviews and entertainment stories. But the way readers find those stories has changed. Social channels now play a much bigger role in discovery, making a strong and consistent presence an important part of reaching and growing an audience.
Rebuilding Social Momentum
Despite being a well-established entertainment brand, InTouch wasn’t consistently reaching its potential audience across its social channels. Following a period of reduced publishing activity, momentum had slowed.
The team wanted to rebuild that momentum, strengthen audience engagement and create more opportunities to bring readers back to its website.
A Stronger Social Publishing Strategy
VMG worked with the InTouch team to develop a more consistent social publishing strategy, with a clear focus on quality over publishing volume.
That meant looking closely at what audiences were responding to, identifying the stories and themes with the greatest potential, and adapting the creative for how people actually consume content on each platform.
This included:
- Establishing a consistent content plan and publishing cadence across Facebook, Instagram, TikTok, and YouTube.
- Identifying the stories and recurring content themes most likely to resonate.
- Producing platform-specific creative, including short-form video, tailored to how audiences consume content on each platform.
- Redesigning social creative with a clearer visual hierarchy, making stories easier to scan and understand at a glance across mobile devices.
- Supporting the rapid production and publishing of breaking entertainment stories while maintaining quality and brand consistency.
- Regularly reviewing performance to understand what was working and use those insights to shape future content and publishing decisions.
Together, this created a more consistent publishing workflow while keeping the strategy responsive to what audiences were actually engaging with.
Growing Reach and Engagement
Within weeks, InTouch was seeing a clear shift:
- Greater publishing consistency across Facebook, Instagram, TikTok and YouTube.
- Expanded audience reach and increased engagement across its social channels.
- Multiple high-performing posts generating strong audience interaction.
- More readers returning to the website through social content.
Continuing to Grow the Audience
VMG continues to work alongside the InTouch team, refining its social publishing strategy as audience behaviour and platform trends evolve.
The focus now is on reaching and engaging more readers, while continuing to strengthen the role social plays in bringing them back to the InTouch website.
Looking to reach and engage more readers through social? Talk to us about how we can help strengthen your social publishing strategy and grow your audience.
