As a Communications Coordinator at Northwestern, I recognized the potential of short-form video content to drive engagement and incorporated Instagram Reels into our daily posting strategy. To maximize impact, I leveraged trending audio and popular concepts, ensuring the content resonated with our audience. This approach resulted in a notable increase in engagement metrics, including comments and reposts.

Through regular analysis of account insights, I identified that our primary audience consisted of students aged 18-24, with Sundays being the most active time for engagement. This data-driven approach informed our content scheduling and further boosted audience interaction.