Winter 2023 Campus Dining Today - 72

FROM
OVERLOAD
TO IMPACT
HOW TEXAS TECH DINING INCREASED
INSTAGRAM FOLLOWER GROWTH BY 300%
Evan J. Wilson
manager of social media
& content creation,
Texas Tech University
Hospitality Services
Undoubtedly, you've encountered the
ubiquitous phrase, " There's an app for
that, " and indeed, it holds true that
new applications emerge daily. As
you come across terms like BeReal,
Discord, and Gas, it's crucial to raise
your awareness about Generation z
(Gen z). However, what if I told you
that the most vital app might be one
you're probably already using? Texas
Tech is no stranger to Instagram. We
launched our channel in 2014 and have
consistently maintained our presence
ever since. Some years have been
more successful than others, but we've
often wondered why our campus
channel wasn't more popular.
Food is often associated with fun,
isn't it? Well, that depends on who
you ask. More often than not, Gen
z would respond with a resounding
" no " to that question. So, how do we
effectively engage an audience with
our message? Is it through email?
While email remains a compelling
communication tool, it's all too easy
to get lost in the barrage of messages
sent out by colleges. Digital ads
are fantastic, but they still rely on
passersby noticing them. Why not
deliver our message via social media?
Well, to start with, our audience doesn't
typically use social media for information
consumption. Social media is primarily an
outlet-a comfortable means of escaping the
anxiety that life often brings. To be honest,
we've been sharing our message on social
media since 2014. But what changed in 2021
through 2023, when our follower growth shot
up 299 percent?
The solution, though surprisingly
straightforward, was a game-changer. We
decided to dial down our social media
messaging. In the previous years, we
bombarded our followers with a staggering
200+ posts annually, with each post barely
mustering an average of six likes. Fast forward
to 2022, when we consciously reduced our
posts to 130, and each of them garnered an
impressive average of 128 likes.
Our approach was proactive, marked by the
introduction of clever incentives that set
our messaging and brand apart. We made a
strategic move to temporarily halt messaging
on all other platforms, putting our focus
squarely on Instagram-our core audience's
playground. We also learned the art of restraint,
consciously choosing not to overwhelm our
audience with a barrage of content. After all,
over-saturation is a pitfall that's tough to climb
out of.
72
CAMPUS DINING TODAY | BYTE BY BYTE: LEANING INTO TECH TRANSFORMATION

Winter 2023 Campus Dining Today

Table of Contents for the Digital Edition of Winter 2023 Campus Dining Today

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https://www.nxtbook.com/nacufs/NACUFS/summer-2024-campus-dining-today
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https://www.nxtbook.com/nacufs/NACUFS/winter-2023-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/cdt-summer-2022
https://www.nxtbook.com/nacufs/NACUFS/cdt-national-conference
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayspring2023
https://www.nxtbook.com/nacufs/NACUFS/cdt-fall-2022
https://www.nxtbook.com/nacufs/NACUFS/cdtsummer2022
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayspring2022
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayfall-winter2021
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodaysummer2021
https://www.nxtbook.com/nacufs/NACUFS/campus-dining-today-spring-2021
https://www.nxtbook.com/nacufs/NACUFS/Winter2020
https://www.nxtbook.com/nacufs/NACUFS/summer2020campusdiningtoday
https://www.nxtbook.com/nacufs/NACUFS/Spring2020
https://www.nxtbookmedia.com