As we head into a new year filled with exciting possibilities, we recap 2023 in this blog post, offering key insights and valuable lessons learned.
TikTok triumphs
Despite the uncertainty surrounding TikTok’s future – bans in various states, skepticism over user data privacy, etc., CSU’s TikTok account not only weathered the storm but also became verified in 2023. TikTok led our top posts in reach and engagement with two of our TikTok videos reaching over 700,000 accounts and receiving over 100,000 reactions, signaling the power of the platform. In fact, CSU’s TikTok was named among the top 10 higher ed TikTok accounts by RivalIQ in 2023.
TikTok videos have also begun to find their way into Google searches, making TikTok SEO an important part of any social strategy going forward.
Drop in reach for link-type posts
CSU Social observed a gradual drop in reach for link-only posts across most platforms during 2023. The shifting dynamics that were consistent with social platforms’ objectives to retain users, especially on Facebook, led us to embrace the change by posting link-only posts sparingly. We strategically adjusted our plans to align with user behavior, posting links which fit our most popular content buckets, or those that required urgency, such as institutional news or an emergency alert.
Twitter’s evolution
Twitter, now known as X, underwent significant transformations in 2023, from a rebranding to the introduction of new metrics such as Views and Bookmarks. The platform’s For You algorithm became somewhat public in March 2023, revealing key takeaways — likes, retweets, and replies being the most important for ranking. It also mentioned limiting the use of links and the algorithm’s preference for video content, which was incorporated in our content strategy.
Content over aesthetics on Instagram
Instagram was long reserved as a brand’s house for aesthetically-pleasing content feeds. CSU embraced a shift towards content-centric approaches on Instagram – content that may not necessarily be polished (i.e. screenshots and low resolution images). This style of content is exemplified when our campus was featured in HBO’s The Last of Us.
View this post on Instagram
The de-aestheticization of Instagram was evident, emphasizing that content and connection matter more than presentation. Posts featuring a CSU-sweatshirt-sporting fan at Nuggets vs. Lakers game, and a “Price is Right” contestant resonated with our audience, and were among our most-liked posts.
View this post on Instagram
In Instagram Stories, CSU Social found an ideal channel for sharing event posters and graphics. By leveraging Stories, CSU effectively communicated latest campus news and upcoming events, in addition to creating an inclusive visual narrative with takeovers from various groups across campus.
LinkedIn engagement
Video content proved to be a potent tool, generating better returns on LinkedIn compared to other platforms. We witnessed tremendous success on LinkedIn with engaging videos which included tours of our new campus, CSU Spur, in Denver. CSU alums, who comprise our primary audience on LinkedIn, loved our posts which showcased campus construction updates and tours of new buildings and spaces.
Vertical videos take the lead
CSU Social generally benefitted from all platforms’ hard pivot towards video and entertainment content in 2023. Our vertical videos on Facebook and X, achieved 2.5 times higher average reach than horizontal videos on occasions. Reels on Instagram accounted for eight of our top 10 posts by reach in 2023. Even YouTube Shorts seemed to outperform the horizontal videos.
Looking to 2024
Many experts believe 2023 to be a watershed year in technology with the rise of AI. No industry seems to be untouched by the AI revolution, and social media is no exception. As the social media landscape evolves, CSU Social will adapt our strategy in 2024, while keeping tabs of the latest developments and incorporating new tools such as generative AI in our day-to-day.