As the audience moves more to the vast landscape of social media, news organisations follow suit. During the past decade social media has become an ever more important news source for many consumers. As the change is rapid and ever changing, it raises the question, who are the social media news made for and does the newsworthiness of said news change, when published on a third-party platform? Especially when it comes to Instagram and the public broadcasting companies. As they are public service companies, how do they benefit from Instagram and how does it fit into their agenda?  

This study will focus on the process of posting news on social media and on the news values posted by the primary news Instagram account of the Finnish public broadcaster Yle, @yleuutiset, which will be analysed through a content analysis. On top of monitoring the Instagram account, the social media editors of three Nordic broadcasting companies were interviewed to complement the analysis and to compare their social media strategies. 

The research conducted showed that proximity and national news were important for Yle’s Instagram page, @yleuutiset. It was proven by “magnitude” being the most used news value and “national news” being the most common news category for their posts during the study. Their Instagram account helps the company to gather a reach to audiences it normally would not with traditional media. After the interviews with other Nordic broadcasters, it was noted that Yle’s strategy differs from the Norwegian and the Swedish broadcasters Instagram strategies.