TXST Homecoming Week focused on celebrating all things TXST for our 125-year anniversary. We know that any time Boko (mascot) content is shared online, our current students and parents love to engage with him and our alumni audience love to reminisce on their time at TXST. This post outperformed all social content this month on all channels (specifically LinkedIn and Facebook, where are large part of our audience is alumni).
Ready to capitalize on the "video on film" trend we've seen across social media, we decided to give our interns disposable cameras to capture how they spent their homecoming week. This was our second highest performing piece of content this month, showing nostalgia and a sense of community among not only current students, but also alumni who were using the comments section to discuss their favorite memories of homecoming. Be sure to listen with sound on!
Winter break *slams laptop shut* post, capitalizing off of the viral posts from @sundayscaries with iconic TXST landmarks as the images. Our audience LOVED sharing this one on stories and with their friends. This was our top performing post this month across all social channels.
This was a very special story to our whole division, as we invited back to TXST alumni who had graduated in 2020 but never got their river jump (a tradition all students participate in when they graduate) due to Covid-19 protocols. This story was shared on multiple news outlets, websites, social accounts, and across the country as a feel good piece of content. There were no dry eyes in the house when editing and proofing this content. Our comments section (not only on IG but across Facebook, LinkedIn, YouTube, X, and Threads) was filled with students and grads expressing gratitude for the opportunity to be included.
Our interns create the best content that always performs well on social. Students love seeing campus life from a students perspective, so we lean in to them frequently to create content like this - made for the first day of spring classes.
Highest performing content during this month were Valentine's cards made with a TXST theme. These cards were shared widely on stories as well as in their friends DM's.
We partnered with Boko (mascot) for a harmless April Fool's Day prank. Our students love being a part of any video content and love seeing themselves "famous" on the TXST account when featured. Any on-campus, man-on-the-street style video like this typically outperforms benchmarks.
River jump photos always do well on social. We have seen in recent months that carousel posts are starting to outperform video and Reels posts, so I tested this image post for May commencement instead of another river jump video. This was our highest performing piece of content across Instagram, LinkedIn, and Facebook all year. Our parents loved sharing this one and students/alumni loved commenting on this. The inspiring caption is (in my opinion) what sold it.
Playing off another social trend, "We Listen and we Don't Judge", we paired one of our student interns with university president to read out loud confessions from our followers that were submitted via an IG story poll a few weeks prior. Students loved hearing the tips and tricks from the video.
