Instagram Lead at Pulse NG

Pulse.ng is Nigeria’s popular news platform online highlighting the entertainment, style, and news that are part of and the West African DNA.We are hiring an Instagram Lead to take full ownership of Pulse’s Instagram strategy and execution.

Instagram is one of Pulse’s most powerful platforms for reaching young Africans. The Instagram Lead will be responsible for shaping the channel’s identity, building content formats, driving engagement, and ensuring consistent growth across all of Instagram’s surfaces — Reels, Stories, Feed, Carousels, and Lives.

This role requires someone who understands Instagram’s evolving algorithm, thrives on visual storytelling, and can balance day-to-day content creation with long-term growth strategy

Key Responsibilities

Content Strategy & Planning

Develop a long-term Instagram growth strategy in line with Pulse’s overall audience goals.
Design a content calendar balancing daily news, entertainment, lifestyle, explainers, and evergreen formats.
Define the right content mix across Reels, Stories, Carousels, Lives, and static posts.
Spot emerging platform trends (filters, memes, audio, collab features) and adapt them quickly.
Plan seasonal campaigns, activations, and cross-platform pushes that make Instagram a centrepiece.

Content Creation & Production

Create and publish Instagram-native content: Reels, Stories, Carousels, static graphics, and memes.
Collaborate with videographers and editors to produce polished short-form videos.
Work with designers to create scroll-stopping graphics, templates, and visual storytelling assets.
Develop signature content formats unique to Pulse (e.g., weekly explainers, “Pulse Explains” carousels, “Behind the Scenes” series).
Coordinate Instagram Live sessions with celebrities, influencers, and Pulse talent.
Ensure all content is mobile-first, visually cohesive, and aligned with Pulse’s voice.

Community & Engagement (Platform-Level)

Shape Pulse’s Instagram “voice” and ensure consistency across all content.
Use interactive Story features (polls, quizzes, stickers) to drive audience participation.
Partner with the Community Manager to align on tone, replies, and day-to-day engagement.
Oversee influencer collaborations and creator takeovers to bring fresh perspectives to the channel.

Growth & Optimisation

Optimise publishing for maximum reach — experimenting with captions, hooks, hashtags, and posting times.
Continuously test various formats (Reels, Carousels, and Stories) to identify growth drivers.
Analyse and adapt to Instagram’s algorithm shifts to stay ahead of competitors.
Collaborate with the Growth team to run paid campaigns boosting top-performing posts.
Implement cross-promotion strategies with TikTok, YouTube, and Pulse websites.

Analytics & Insights

Track detailed metrics: follower growth, reach, engagement rate, saves, shares, and watch-through rates.
Build dashboards and reporting systems to provide weekly and monthly updates to the Head of Social Content.
Use data to refine formats, spot audience preferences, and recommend new experiments.
Translate performance into actionable insights for editorial and video teams.

Cross-Team Collaboration

Partner with editorial to transform breaking news and feature stories into Instagram-native posts.
Work with the Creator Lead to design and execute creator collabs and influencer partnerships.
Align with Growth & Marketing teams to integrate Instagram into brand campaigns.
Provide input into Pulse’s brand partnerships and commercial pitches with Instagram insights.

Requirements

4–6 years’ experience managing Instagram or other social platforms for a media brand, publisher, or high-growth company.
Proven ability to scale an Instagram account (audience growth, engagement rates).
Deep understanding of Instagram’s algorithm, formats, and emerging trends.
Strong visual storytelling skills with hands-on experience creating Reels, Stories, and Carousels.
Proficiency in video editing (CapCut, Adobe Premiere, or similar) and basic graphic design (Canva, Photoshop, Figma).
Excellent copywriting skills for captions, hooks, and responses.
Analytical skills with experience using Instagram Insights, Meta Business Suite, or third-party analytics tools.
Ability to manage creators and collaborate across editorial, production, and marketing teams.
Bonus: experience in running Instagram ad campaigns and commerce feature