Instagram is the most popular with students and prospective students. This is where Oregon State can share campus beauty/ life photos and videos.
The first thing to think of is a goal. Ours was more followers and engagement, so this is how we started to up our game in the Instagram world.
We learned that you need to be consistent in posting. Basically, look at your metrics to see when followers are online and post then. Make sure you have diversity in your posts (this doesn’t just go for people). Don’t just post buildings or event info. Show your students or professors in their environment or go to an event and share photos from it. Put yourself in the shoes of your followers to know what they want to see.
Break up your feeds! Pictures are great, but Instagram is also a video sharing platform. Post videos spotlighting professors, students and your department or a fun lighthearted video (time-lapse of campus). This helps your feed look more pleasing. It’s important to make sure videos are formatted correctly and don’t cut anything off — that leads to less engagement.
IGTV is becoming more popular to use within the Instagram app. It’s a great place to post videos longer than 1:00, and you can share those as posts as well to boost viewership and reach. This is something the institutional account has started to do with event coverage.
Be active. Don’t just leave a post after it’s been posted. Look at comments, give them a like or answer any questions. Look at your feed and engage with other posts from accounts you follow. Also keep up with those DMs. All these are ways for followers to form a connection your account.
Since adapting to these best practices, Oregon State’s account hit 50K in December 2019 and continues to grow. It’s important to be able to adapt to the changes Instagram makes as you continue to grow your own accounts. The only way is up!
TikTok is becoming more popular among 16-24 year olds. During fall term 2019, Oregon State launched its TikTok account with the goal to connect with prospective and current students by producing timely, authentic and relevant content that showcases the university and its community.
The most important part of this social media platform is to stay on top of trends (including music) and hashtags by spending time on the app. We have found it helpful to follow other university accounts and see what they are doing.
These are the topics or trends the OSU account will create videos from:
College related trends
Dance and Cheer team
We’ve had success on TikTok so far with collaborating with departments, clubs and student organizations across campus. We were lucky to create a video with the OSU Dance and Cheer Team, and it’s one of our best videos since launching the account. Success will come when you collaborate creatively. We’ve also seen success when sharing our exported TikToks on Instagram Stories. This connects your followers with another channel and can help with growth. A little call to action never hurts.
While we are still learning this new platform, we need to remember that the audience we are trying to reach is not only current students but prospective students. We need to create videos that showcase campus in a positive way but also builds on nationwide trends. Sure, there’ll be some things that you cannot do because they aren’t university appropriate, but there’s always a trend/style/music track to explore. You need to put your creative hat on and be willing to put yourself in the shoes of Generation Z knowing no idea is a bad one. Go out there and get your TikToks started!
Getting out and covering events across campus is a fun way to engage your social media audience. They are always wanting to learn more about the Oregon State experience.
Part of the strategy for Oregon State’s institutional accounts is to attend events to help bring awareness of the culture on campus. Our goal is to reach students and prospective students by posting stories and photos to Instagram.
With this in mind let’s talk about our coverage of the 2020 Women’s Basketball Civil War. Planning is everything! You need to have a game plan and different scenarios.
Our game plan was simple. We designated jobs to certain people. Someone would be on Instagram stories, someone taking photos, and someone ready to push a tweet out if we won. Secondly, we made sure we had a plan if we did win. That was to test out going live from Instagram. The goal of that was to reach a bigger audience and celebrate a big win.
Here’s a breakdown of each job:
Instagram Stories– To get photos/video/boomerangs of the team, fans, cheer and Benny. With the key thing in mind: to show what it’s like to be at a game even if you aren’t there. (Make sure you have a beginning and end)
Photos– capturing game action, cheer, Benny, fans (before, during, and after the game)
Twitter– on call for if we win with great copy and a fun photo
With all of that planned out before the game we all felt prepared. Just to be clear things change all the time and you need to make adjustments. We made sure to go to the game early and feel conformable in a new environment. Sometimes that can be the challenging part but, if the crowds having fun then you will probably feed off of that energy.
Looking back at the game we didn’t win, but we put up a good fight. If you make sure to have a solid game plan heading into an event and people know what they are suppose to do you will have great content. Our Instagram stories and photos turned out fabulous and our followers enjoyed them. Our goal is to continue to share more events on our Instagram feed as time continues.
Make sure you are logged in and viewing Studio.twitter.com or log in by going to Twitter Ads → Creatives tab → select Media.
Click the Upload button at the top-right of the page and select the video you want.
Give your video a name. For example, Benny learns how to cook | #GoBeavs
Select the best thumbnail. These should be catchy and draw in the viewers.
Next, click the sharing tab.
You can type the handle of the accounts you want to share with. Example: @OregonState
Once completing the steps above, your video will be crossposted. However, it does not send a notification to the other account. It’s helpful to give them a heads up that you added it to their library.
How to know if a video has been crossposted to you:
In the upper left-hand corner where it says Library there is a dropdown menu. Click Shared Media to be able to view any content that has been crossposted to your account.
Once you are in the shared media section you can see everything that has been shared with you. To post, click the tweet button and add in your copy or other components. Then you can send it out directly or schedule for later!
Crossposting will help us share content easily and collaborate more. If you have a big announcement or project coming up it doesn’t hurt to give people a heads up. Slack is a great tool for letting people know a video was crossposted.
We will not be able to share all content that is crossposted with us on the institutional level account (@oregonstate) but please don’t hesitate to share. We will do our best to integrate it into our schedule.