How The Washington Post Topped 6 Million Instagram Followers

The account added 1.2 million followers in the last 12 months

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The Washington Post once made headlines with its early adoption of TikTok, but its Instagram strategy—a platform whose growth will ultimately lead to driving subscribers—could soon steal the spotlight.

The official Washington Post Instagram account just surpassed 6 million followers—and it gained 1.2 million of those followers in the last 12 months, according to Travis Lyles, the deputy director for social and off-platform curation at The Post.

The account makes use of the gallery function to tell a story over multiple posts, relying on images and text on a color background, with more details of the story in the comments so readers have no need to leave Instagram.



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