How Facebook algorithms and a stupid post about cranky wine relate to the election

Around 9am last Thursday, Megan regrammed a silly Instagram picture of these bottles of amusingly-named wine. This set off an insane chain of events that resulted in, five days later, 13 million people seeing this piece of content.

Put another way, the weekend before one of the most divisive presidential elections in US history, the robots that serve America our information decided that what 13 million of us really needed to see was a throw-away post about wine labels that said "FUCK" on them.

For me as a publisher, this was an insane content marketing story to watch unfold. Come with me on this journey as I unpack what it says about the media, the work of my editors, my company, and even the American election.

Instagram and the shifting social media landscape

This past year, I've been fascinated by the growing influence of Instagram. Of course Offbeat Bride has been on Instagram for years, but it's always been a relatively small following — we're talking 17k Instagram followers as compared to 155k on Facebook. Let's talk more about what this means for biz dev…

Let's talk about the business goals and content strategy of offbeatempire.com

While offbeatbride.com and offbeathome.com are monetized to the heavens, the blog at offbeatempire.com has never been heavily monetized. We experimented for a while a couple years ago with B2B content, but the Empire blog has settled into being more of communications/public relations behind-the-scenes situation. Blog posts on offbeatempire.com are a luxury item — since they don't make money, they're not a huge business priority when other stuff needs my attention.

This in mind, I've shifted the structure of the offbeatempire.com homepage. Let's talk about it!