The Guardian’s Instagram followers have been growing consistently, and the majority of those new followers are new readers, writes Digiday UK. The publisher hopes to turn their new followers into regulars and, ideally, paying members.

The team behind The Guardian’s Instagram posts, as well as posts in its Facebook groups, is separate from the publisher’s “reach team.” While the reach team focuses on a more widespread audience, The Guardian is targeting younger people in particular with their Instagram posts.

Part of The Guardian’s plan to keep people interested in a new series of recurring Instagram Stories such as “Fake or For Real,” in which a journalist debunks a fake news item, or “Brexit Bites,” which summarizes the latest news on Brexit.