Social Lead, Instagram
Lead Instagram strategy and content creation for Airbnb's brand channel, developing native content across Reels, Carousels, and Stories while shaping a cohesive brand narrative.
Responsibilities
- Air traffic control all content across social media to ensure everything works coherently together
- Ideate, conceptualize, and create Instagram-native content for Airbnb's owned channel across Reels, Carousels, and Stories
- Partner closely with internal teams and external creators to develop original content designed specifically for the platform
- Maintain a deep and constantly evolving understanding of Instagram trends, formats, algorithm dynamics, and audience behavior
- Develop original, repeatable content frameworks that move beyond trend participation and build a coherent, evolving brand narrative
- Own accurate, timely publishing and real-time community engagement on Instagram
- Partner with analytics teams to measure impact, extract insights, and continuously refine strategy and creative output
Requirements
- Have managed or significantly grown an Instagram account - for a brand, creator, or yourself
- Bring a strong editorial point of view and a clear sense of taste across content, design, and storytelling
- Understand how content performs on Instagram - and can articulate why and be the voice to influence how we show up on the platform
- Can move from idea to execution seamlessly - concepting, articulating and publishing social-native content
- Think in ideas and community, not just posts - shaping how content connects with audiences over time
- Can dive in with community development and management in a way that feels ownable and distinctive for our brand
- Spot cultural moments early and translate them into relevant, on-brand storytelling
- Are constantly pushing for work that feels sharper, more distinctive, and more culturally resonant
- Thrive in fast-moving environments and are comfortable making decisions with imperfect information
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