February 2, 2021
In a sign of the times, “Instagram editor” is now an official title at The Washington Post and a key cog in the newspaper publisher’s subscription business.
The Washington Post promoted Travis Lyles to the new role to oversee its main Instagram account full-time as of Feb. 1. He will build out a team to ramp up vertical, visual storytelling on the platform and expand the Post’s identity beyond its publication. And ultimately convert some of its Instagram followers into paying subscribers.
“The biggest end game is to grow our subscribers,” said Mark Smith, director of social and operations at The Washington Post. Instagram “is where we can introduce The Washington Post to people that will be a big asset going forward.”