Photos: Courtesy Refinery29
The year is 2013. Instagram is three-years old. Snapchat doesn’t exist, and no one knows what a TikTok is. “Cambridge Analytica” is far in the distance, and the phrase “fake news” doesn’t generate a knee-jerk reaction. Media companies everywhere were suddenly understanding the power of social media, the Web 2.0.
At the forefront was Refinery29, a fashion-blog-turned-media-empire that built its reputation on crackling wit, beautiful images, and a killer social strategy. Facebook was an untapped resource for a different world. And while Refinery—and the world—has changed, the lessons learned in crafting engaging copy will live on.