ISA Instagram Revamp
Goals:
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Define a lifestyle of adventure, travel, experiences, impact, and opportunity.
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Build belonging: A community of like-minded students who want to belong to the ISA lifestyle which is deadly focused on authenticity.
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Increase engagements and followers
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Actions Taken:
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The Profile:
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More critical curation of images to create a comprehensive feed
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Scheduled content to create a "Rainbow Feed"​
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Implementing a strong User Generated Content focus
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Reduced "branded content"​
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Reduced generic group shots
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Tagged students and locations in photos
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Refocused use of hashtags to only most pertinent ones - no more hashtag "spam"
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Switching bio link from general website to Linktree URL to be able to direct to multiple CTA's at once
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Changed copy of captions from more formal corporate voice to student quotes and more laid-back, humor-filled voice
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Went from minimal stories to scheduling stories minimum 1/week
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Saved stories and created custom covers for each​
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When Reels were unveiled, created Reel content calendar
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Increasing Reach:
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Created Instagram accounts for all abroad program sites (43 individual accounts), ran by on-site staff with my oversight
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Began monthly photo contest with a dedicated hashtag (#isaphotocontest)
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Hashtag has been used over 775 times ​
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Increased student & staff member takeovers of account
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Diverted Paid Ad funds to include Instagram
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Results:
​At it's peak, before COVID hit:
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Impressions: 3062% increase
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Engagements: 101% increase
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Profile Actions: 1001% increase
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Followers: 34% increase
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Total monthly content: 294% increase
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Carousels: 600% increase​
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IG Stories: 950% increase
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Total reels: 21
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