When I first began working for Bentley's Marketing and Communications team, we received an average of 20 likes per Instagram post.
By posting frequent, aesthetically-pleasing photos featuring popular subjects (the library clocktower, students and family, and of course the campus therapy dog!), as well as hosting Instagram-specific contests, we saw average likes increase to over 300 per image. We also increased followers by 1,240%!
Commencement content can get boring fast; after all, everyone is wearing the same thing!
To add variety in the posts I collaborated with the Athletics department to film this reveal of the year's graduating mascot. Typically this is announced when they wear the mascot claws across stage, so we gave our followers a sneak-peak!
The year before Bentley's centennial, I created a 100-item multimedia timeline of the university's history, which I added to our Facebook timeline. In order to drive traffic to the Facebook page (which included numerous linkbacks to our site) I began posting weekly #TBTs on Instagram, highlighting the historical photos.