#69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy Feat. Social Media Manager, Brianna Blackburn

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 elementsOptimize content for each platform (TikTok, Instagram Reels, YouTube Shorts) using native features and trending soundsBalance fun, trendy content with informational posts by making all content entertainingCollaborate with campus partners to ensure accuracy and gather fresh content ideasLeadership trust and autonomy are crucial for social media teams to thrive and take calculated risksStrategies and Examples Discussed:Using the "Of Course" trend for both broad college appeal and BGSU-specific contentCreating a Minecraft build of campus, which reached 1 million views on InstagramHighlighting staff stories, like a long-time photographer giving his son a diplomaConducting "Talent Talks" mini-interviews with students on trending topicsShowcasing the university president in relatable, fun contentResources Mentioned:Cheerleaders win two silver medals at national championshipsTaylor Swift "talon talk" University photographer of 20+ years hands son diplomaWe're.. of course trend.. Brand pride VS. Broad appeal contentStarbucks on the first day! Welcoming students for orientationCOLLEGE on minecraftConnect With Brianna:LinkedIn: https://www.linkedin.com/in/brianna-blackburn-71289a150/Instagram: https://www.instagram.com/briannalblackburn/TikTok: https://www.tiktok.com/@briannalblackburnCheckout BGSU socials:Instagram: https://www.instagram.com/officialbgsu/TikTok account: https://www.tiktok.com/@officialbgsu?lang=enYoutube: https://www.youtube.com/@bgsuConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter