Oxygen Launches Series on Instagram Using App’s Video Platform

'OxyGram' one of several recent initiatives leveraging social media platforms with reality content

OxygenMedia Instagram

Oxygen Media has announced “Oxygen’s Daily OxyGram,” a series on Instagram that will feature exclusive, never-before-seen content from Oxygen’s crop of hit reality shows.

Utilizing Instagram’s recently-unveiled video platform, “OxyGram” will showcase 15-second content segs from programs including “Best Ink,” “The Face” and “Bad Girls Club Miami.” Oxygen will roll out the vids six days a week through its @oxygenmedia Instagram handle.

“Oxygen viewers are passionately active on social media and this exclusive content allows us to super serve our fan base by delivering bonus scenes on the popular platform and provide an enhanced viewing experience through Instagram,” said Harleen Kahlon, Senior Vice President of Digital at Oxygen Media.

Since Oxygen targets one of Instagram’s primary users — the young, modern woman — the initiative boasts an organic approach to content promotion.

“We saw Instagram as a huge opportunity to expand the social footprint of our shows, to reach a highly engaged audience and drive our stories forward,” added Daniel Tibbets, senior veep of digital media at Bunim-Murray Prods., the shingle behind “Best Ink” and “Bad Girls Club.”

Oxygen’s Instagram series arrives as shows including “@SummerBreak” roll out exclusively on social media, hoping to draw in young demos through platforms including Twitter, YouTube and Instagram.