TXST Welcomes Back Class of 2020 for Commencement River Jump
We developed a feature story inviting TXST alumni from the Class of 2020 who missed their river jump due to COVID-19 protocols back to campus to participate in this graduation tradition. The story gained national traction across news outlets, websites, and social platforms as a high-performing, feel-good piece of content. Audience response was overwhelmingly positive, with strong engagement and comments across Instagram, Facebook, LinkedIn, YouTube, X, and Threads from alumni expressing gratitude and emotional connection to the experience.
Total Views: 174,286 (67% over benchmark)
Total Interactions: 9,896
Walk & Talk Student Series
A new “walk and talk” series highlights diverse student experiences—from transfer and graduate students to student parents and more—with the goal of helping prospective students feel represented, welcomed, and excited about attending TXST. This video received over 84,000 views on Instagram and was produced in collaboration with the Admissions channel.
Total Views: 84,346
Total Interactions: 2,651
Autocomplete: TXST Edition
Using SEO and GEO insights, we identified the most common questions about TXST and built a content series around them. We filmed all content in a single 30-minute session, publishing a long-form video on YouTube and creating shorter, social-first cuts for Instagram Reels.
Total Views: 113, 786 (+9% over benchmark)
Total Interactions: 4,864
Commencement Carousel + Video A/B Test
River jump photos are a proven high-performing content type. With carousel posts recently outperforming video and Reels, I A/B tested a carousel approach for May commencement and a traditional river jump video. The result was the carousel post was the top-performing post across Instagram, LinkedIn, and Facebook that year. Strong shareability among parents and high comment engagement from students and alumni amplified reach, with the caption serving as a key driver of performance.
Total Views: 995,696 (353% over benchmark)
Total Interactions: 24,082
