John Azoni John Azoni

#69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy

My guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms.

In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the importance of leadership support and cross-campus collaboration in executing an effective social media strategy.

Key Takeaways:

  • Create content with broad appeal to reach new audiences, then incorporate institution-specific elements

  • Optimize content for each platform (TikTok, Instagram Reels, YouTube Shorts) using native features and trending sounds

  • Balance fun, trendy content with informational posts by making all content entertaining

  • Collaborate with campus partners to ensure accuracy and gather fresh content ideas

  • Leadership trust and autonomy are crucial for social media teams to thrive and take calculated risks

  • Strategies and Examples Discussed:

  • Using the "Of Course" trend for both broad college appeal and BGSU-specific content

  • Creating a Minecraft build of campus, which reached 1 million views on Instagram

  • Highlighting staff stories, like a long-time photographer giving his son a diploma

  • Conducting "Talent Talks" mini-interviews with students on trending topics

  • Showcasing the university president in relatable, fun content

Resources Mentioned:

  • Cheerleaders win two silver medals at national championships: https://www.tiktok.com/@officialbgsu/video/7190059959101639982

  • Taylor Swift "talon talk": https://www.tiktok.com/@officialbgsu/video/7157071710548675883

  • University photographer of 20+ years hands son diploma: https://www.instagram.com/reel/Cg7lrAUguRk/?utm_source=ig_web_copy_link

  • We're.. of course trend.. Brand pride VS. Broad appeal content:

    • https://www.instagram.com/reel/C3QTs2ip085/?utm_source=ig_web_copy_link

    • https://www.instagram.com/reel/Cz4PpG_OFFk/?utm_source=ig_web_copy_link

  • Starbucks on the first day!: https://www.tiktok.com/@officialbgsu/video/7135146263246359850

  • Welcoming students for orientation: https://www.instagram.com/reel/C7Sg_a4Onhh/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

  • COLLEGE on minecraft: https://www.instagram.com/reel/C9VbFFMRutl/?utm_source=ig_web_copy_link

Connect With Brianna:

  • LinkedIn: https://www.linkedin.com/in/brianna-blackburn-71289a150/

  • Instagram: https://www.instagram.com/briannalblackburn/

  • TikTok: https://www.tiktok.com/@briannalblackburn

Checkout BGSU socials:

  • Instagram: https://www.instagram.com/officialbgsu/

  • TikTok account: https://www.tiktok.com/@officialbgsu?lang=en

  • Youtube: https://www.youtube.com/@bgsu

Connect With John:

  • LinkedIn: https://www.linkedin.com/in/johnazoni

  • Website: https://unveild.tv

  • Newsletter: https://unveild.tv/newsletter

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