University Marketing & Communications

February 13, 2020

“Learn On” social media posts

Jacob Kelly

Cherry blossoms, Dubs and campus icons might drive the most “vanity metric” engagements (likes, shares, etc.), but when it comes to real quality engagement, posts that deliver a “Gee, I didn’t know that” moment drive twice the number of comments.

At least, that’s what we’ve seen so far on the @uofwa Instagram account. In August, “Learn On” posts that delivered a little-known fact averaged 21 comments, compared to an average of 10 comments on all other posts.

What’s the secret to success? A catchy first frame that challenges common perception, debunks a myth or asks a perplexing question, combined with high quality photography. Use your subsequent images or video to dive deeper into the science or history, and if possible, connect it to what the UW is doing now to learn more or address the issue. While the design elements certainly give these posts a nice boost, the learning experience is what drives the most conversation. Tapping into subject experts or existing stories from your college, school or unit is a great way to generate ideas for these learning posts.

Some examples:

https://www.instagram.com/p/B1J5N35gV3L/?utm_source=ig_web_copy_link