Redefining the Role of Instagram for Magnum Learn

I was commissioned to audit and redevelop the content strategy for @MagnumLearn, the Magnum Photos educational Instagram channel. Initially focused on commercial promotion, the platform required a repositioning to better reflect the agency’s community and educational mission while maintaining space for commercial messaging.

​To achieve this, I conducted a comprehensive audit of existing content, engagement patterns, and audience behaviour, which informed a strategy to shift the channel’s tone from primarily promotional to one that foregrounded the Magnum community. I developed new content formats designed to highlight community voices and introduced an educational layer to increase audience value. Throughout the process, I worked closely with the Design team to produce cohesive, visually compelling assets, and collaborated with the Content team to ensure the strategy aligned seamlessly with the agency’s broader communications.

The outcome was a refreshed and sustainable framework that elevated community storytelling, strengthened the channel’s educational role, and preserved space for commercial activity. The strategy was successfully implemented and continues to shape the channel’s direction beyond the scope of my engagement.

This project reflects my ability to deliver long-lasting, mission-aligned social media strategies that balance commercial objectives, community building and education.