My jaw dropped when I added up the numbers.
I had never seen that kind of Instagram engagement.
- 114,668 interactions
- 114,236 likes
- 432 comments
- 1,307 new followers
That is what we did on the USTFCCCA Instagram account in May.
May is typically a big month for us across the board when it comes to our social media accounts and website (After all, it is #ChampionshipSzn in collegiate track & field). Just a few years ago, I drove +27K link clicks through Twitter to help us hit our first non-fall month with +500K page views. That doesn’t happen without a dedicated action plan, though.
Here are some lessons I learned from that huge month, where we really took our Instagram engagement to the next level.
Here is that Twitter thread in full, if you don’t wish to click through…
๐๐ณ ๐๐ฝ๐ฟ๐ถ๐น ๐๐ต๐ผ๐๐ฒ๐ฟ๐ ๐ฏ๐ฟ๐ถ๐ป๐ด ๐ ๐ฎ๐ ๐ณ๐น๐ผ๐๐ฒ๐ฟ๐ … ๐ช๐ต๐ฎ๐ ๐ฑ๐ผ ๐ ๐ฎ๐๐ณ๐น๐ผ๐๐ฒ๐ฟ๐ ๐ฏ๐ฟ๐ถ๐ป๐ด?
"Pilgrims" was the answer I always heard growing up โ but, recently, I found that May flowers blossom into a record-breaking month on IG for @USTFCCCA.
(1/x)
๐๐ฌ ๐ง๐๐ ๐ก๐จ๐ ๐๐๐ฅ๐ฆ
Here is a closer look at May 2021
โ
1,307 new followers
โ
114,668 interactions, as defined by @crowdtangle & @opendorse (H/T @SkullSparks)
(2/x)
๐ช๐๐๐ง ๐ ๐๐ข๐ ๐๐๐๐๐!
Our #NCAATF x #TheCentury post about @USC_Track_Field's amazing victory at 2019 @NCAATrackField Outdoor Championships played a notable role in those numbers.
โ
16% new followers
โ
8% interactions
โ
137,902 Reach
https://www.instagram.com/p/CPBglWcrDiK/
(3/x)
But I learned the importance of…
๐๐ฎ๐ฟ๐๐ถ๐ป๐ด ๐ข๐๐ ๐ ๐ก๐ถ๐ฐ๐ต๐ฒ
I want @USTFCCCA to be THE place for collegiate track & field fans to turn when they want to understand the historical significance of a moment. Anybody can post results, but we add context behind it.
(4/x)
๐จ๐๐ถ๐ป๐ด ๐ฌ๐ผ๐๐ฟ ๐ฉ๐ผ๐ถ๐ฐ๐ฒ
Ever since I saw an initial boon, I maintained the same voice throughout all of our posts that I can. If someone sees something on IG & reads the caption, I want them to know it's coming from the @USTFCCCA without seeing the account name.
(5/x)
๐ฆ๐๐ป๐ฒ๐ฟ๐ด๐ ๐๐ ๐๐๐ฒ๐ฟ๐๐๐ต๐ถ๐ป๐ด
Our IG account would be nowhere near as successful over past 16 months w/o Lauren Ellsworth being able to bring my ideas to life after I do my best to articulate them. She has been invaluable. (Canโt find her @ any longer)
(6/x)
Originally tweeted by Tyler Mayforth (@tylermayforth) on .