Social Lead, Instagram

At Airbnb, Instagram is where our brand shows up most visibly. It’s where travel, culture, and belonging come to life - not as a point of sale, but as something people choose to spend time with. This role will help define that presence, shaping a feed that feels considered, culturally fluent, and distinctly Airbnb.

We’re looking for someone who can combine creative instinct, editorial judgment, and platform expertise to build something innovative and enduring. Someone excited by setting the tone, raising the bar, and defining what great looks like - while still moving at the speed of culture.

We’re looking for someone who understands Instagram at a deep, almost instinctive level - not just how it works, but how to win at it. 

You probably spend more time on the platform than anyone you know. You see patterns before they become trends, understand the signals behind the algorithm, and have a clear point of view on what makes content travel - and what makes it feel stale.

More than anything, you think like an editor. You have a vision and can articulate taste. You know what’s worth saying, how to say it, and when. You understand pacing, sequencing, and how individual posts ladder up into a broader narrative.

You’ve likely played a meaningful role in shaping and growing an account, with a strong perspective on format, visual language, and storytelling. You understand the nuances of Reels, Carousels, Stories  - and how each can be used to build a cohesive, evolving point of view for Airbnb

• Air traffic control all content across social media to ensure everything works coherently together. 
• Ideate, conceptualise, 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

• 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

Your Location:

This position is US - Remote Eligible. The role may include occasional work at an Airbnb office or attendance at offsites, as agreed to with your manager. While the position is Remote Eligible, you must live in a state where Airbnb, Inc. has a registered entity. Click here for the up-to-date list of excluded states. This list is continuously evolving, so please check back with us if the state you live in is on the exclusion list  If your position is employed by another Airbnb entity, your recruiter will inform you what states you are eligible to work from.

Our Commitment To Inclusion & Belonging:

Airbnb is committed to working with the broadest talent pool possible. We believe diverse ideas foster innovation and engagement, and allow us to attract creatively-led people, and to develop the best products, services and solutions. All qualified individuals are encouraged to apply.

We strive to also provide a disability inclusive application and interview process. If you are a candidate with a disability and require reasonable accommodation in order to submit an application, please contact us at: reasonableaccommodations@airbnb.com. Please include your full name, the role you’re applying for and the accommodation necessary to assist you with the recruiting process. 

We ask that you only reach out to us if you are a candidate whose disability prevents you from being able to complete our online application.