Time Inc.-owned InStyle magazine?s mobile and Web site redesign taps into social media, original content and personalized news feeds to take advantage of the growing traffic from smartphones and tablets.

The focus on social media is meant to address the multiple ways that readers are discovering and sharing content. For example, during the recent Oscars, social sharing was six times higher than on an average.

?The new designs are hyper-social,? said Angela Matusik, executive editor of digital at InStyle, New York. ?For example, you can share a headline from the homepage or post a ?Twitter Tip? from one of our articles. 

?We rolled out the photo gallery templates last month in time for red carpet season,? she said. ?On Oscar night, social sharing from our site was six times higher than normal. We also saw an incredible bump in iPad traffic with page views more than 700 percent higher than last year's.?

Digital refresh
InStyle announced the launch of the site on Facebook, Twitter and Instagram last week.

In addition to sharing articles straight from InStyle?s homepage, there is also a new tool called ?Fave.? Readers can tap a picture of a heart next to every article that they like and want to save for later, which is stored within a section in the menu.

The idea behind ?Fave? is to curate InStyle?s content into a personalized news feed.

Additionally, InStyle has blown up images so that they stretch across the screen, and photo galleries include a big information and sharing button that locks into place at the bottom of the page when a reader scrolls over the photo. Links are included for products so that readers can shop any item straight from the photo gallery.

The Web revamp also includes a new vertical of how-to content across lifestyle, fashion and beauty.

For example, one of these articles includes a video showing readers how to pick and apply orange lipstick. Another story incorporates a GIF with step-by-step instructions on tying a scarf.

InStyle?s mobile homepage has been redesigned with a menu button in the top right-hand corner of the screen. Previously, the site included three main drop-down categories for fashion, beauty and news coverage.  

Going native
According to InStyle, the digital redesign coordinates with new native advertising opportunities that have become a bigger push for Time Inc. as a whole over the past year.

In May, Pepsi and Sauza became two of the first brands to run sponsored ads within Time Inc.?s People mobile site. (see story).

Bobbi Brown, Van Cleef & Arpels and Lord & Taylor are the launch advertisers on InStyle?s mobile and Web site.

Cosmetic brand Bobbi Brown?s media buy includes mobile and Web banners and video ads to promote a foundation stick.

Similar to other big publishers, InStyle?s revamp is aimed at creating similar Web and mobile designs so that readers have a consistent experience with the brand regardless of what device they are using.

As the amount of traffic coming from social media and email via mobile grows, InStyle?s revamp indicates that it is not enough for publishers to develop separate mobile sites that only pull in select pieces of content anymore.

?When you think about what InStyle stands for as a brand, it's beautiful, clear and intuitive,? Ms. Matusik said.

?We?ve now simplified the user experience and made our content more discoverable on many levels and on all devices,? she said. ?Now, whether you are clicking in from a newsletter on your smartphone or browsing around on your desktop, the look and feel is the same.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York