From Twitter to Instagram: What social network do fashion and beauty magazines choose?

Abstract

In recent years fashion and beauty magazines, although they have not abandoned their printed edition, have not been able to stay out of the current reality: a highly digitized society, which goes very often to the Internet and in which social networks win more prominence every day, especially among the younger female audience. For this reason, the magazines themselves, already in the 90s of the last century, launched their web portals and also have a presence on social networks with global reach. It is logical to think that these magazines pay more attention to social networks that give greater prominence to the image, such as Instagram, Pinterest or YouTube, because its theme focuses on content with a high visual component. In this way, the most used social networks will be analyzed through analysis of content, collecting information about the number and type of networks used, level of visibility and exposure, as well as the level of interaction and involvement of its followers. The results show that, although the interaction and involvement of its followers is greater in visual networks, the magazines are not yet aware of this and dedicate their greatest efforts to textual networks.