Ferris State Social Media

Challenge: When I joined Ferris State University as a Marketing and Social Media Assistant, I noticed the university was missing a key opportunity to connect with students, its TikTok and short-form video strategy was underdeveloped. While platforms like Instagram and Facebook were active, the content lacked the dynamic, engaging style that resonates with Gen Z. Recognizing TikTok’s potential to boost engagement and brand awareness, I took the initiative to reposition Ferris State as a leader in digital storytelling.

Solution: I proposed and executed a new content strategy focused on short-form video, showcasing campus life, student achievements, and university events in an authentic, relatable way. By gaining the trust of faculty and administrators, I became the primary digital representative for Ferris State across TikTok, Instagram Reels, and YouTube. I produced high-energy, visually compelling videos, ranging from day-in-the-life student features to event highlights, all while ensuring alignment with the university’s branding.

Skills Developed & Applied: Through this project, I honed my skills in social media management by strategically planning and scheduling content across platforms while maintaining a consistent voice. I deepened my expertise in content creation and video editing, filming and optimizing short- and long-form videos using tools like Adobe Express and Lightroom. My ability to craft compelling digital narratives helped humanize the university experience, making it more engaging for both current and prospective students. Additionally, I monitored performance metrics such as views, shares, and follower growth to refine our targeting and content strategy, leading to measurable improvements. Collaboration was also key, I worked closely with marketing, housing, and alumni teams to ensure cohesive messaging across all channels.

Results: The impact of this initiative was clear. I grew Ferris State’s TikTok followers by 120% and achieved over 300,000 views on viral videos. Post shares increased by 75%, and the follower base expanded by more than 2,500 in just three months. Beyond the numbers, I established Ferris State as a more visible and interactive presence on emerging platforms. By creating relatable, student-centric content, I catered more effectively to college and prospective students, boosting engagement and strengthening the university’s appeal.