What Happened When the Teens Took Over a Social Media Account? Good Stuff!
This Week …
Duchesne Academy Gave the Keys to the Social Media Account to the Students: Check Out What Happened
Before We Go …
1. Duchesne Academy Unlocks Social Media’s Potential With a Student-Led Strategy
Duchesne Academy’s students are in charge of the Omaha high school’s social media platforms. It began four years ago, when Admissions created a student-run Instagram that allowed prospective students to get a feel for what life is like as a Duchesne Girl. The account, @insideduchesne, is a great learning opportunity for both the students and staff.
Students are the content creators, planners, and posters for the Admissions Instagram and the Athletics Instagram.
So how is it going?
Since taking over the Athletics Instagram, the account has grown in reach by 105%. In its first month, the account’s interactions rose from 546 in August to more than 3,000 in September.
Quick Tip: The “Grid” Matters
Students involved in the “Main Account Instagram” committee provide regular feedback to Duchesne’s Director of Communications Hannah Miller. One piece of feedback was the account’s “grid” was not consistent. It’s important to 14–18-year-old girls that an account’s grid (pictured above) is aesthetically pleasing.
Now, Miller thinks strategically on what to post each day to tell the story of Duchesne and makes the grid appealing to prospective students, students, and alumnae.
These stories of students’ social media savvy make this alumna very proud!
2. Before We Go …
Vogue: Gen Z Broke the Marketing Funnel | Flash back to March 2024 — five key points:
Non-linear Consumer Journey: Gen Z’s path to purchase is no longer a simple linear funnel. They engage with brands through discovery, community involvement, and loyalty simultaneously, making their journey a dynamic loop rather than a one-way process.
Importance of Authenticity: Gen Z places a premium on authentic, transparent brand communication. They are highly skeptical of traditional marketing tactics, favoring brands that reflect their values and engage with them in genuine ways.
Social Media as a Key Influence: Platforms like YouTube, TikTok, and Instagram are central to Gen Z’s discovery process. They look to their peers and influencers, valuing recommendations from real people over polished brand ads.
Brand Loyalty is Conditional: Unlike previous generations, Gen Z’s loyalty is more fluid. While they can become strong brand advocates, their allegiance depends on whether the brand continuously aligns with their values and offers fresh, engaging content.
Interactive and Community-Oriented Marketing: Gen Z thrives on participation. They are more likely to engage with brands that foster interactive experiences and communities where they feel seen and heard. Brands should prioritize two-way communication and user-generated content.
Hootsuite: Social Media Trends 2024 (Hat tip: Kelly Jefferson Minty)
“In 2024, the most successful brands will redefine “authenticity.” It’s not about who (or what) creates your content anymore; it’s about the brand experience your content creates for the customer.”
See you next week …
The EO Report has an exciting October planned with the launch of a searchable resources archive and one more surprise!
(So exciting, right?)