Instagram

The UMC Social team approaches Michigan Tech’s Instagram with a visual-forward method centered on photo and short-form video sharing. Its key formats include regular feed posts, Stories (temporary 24-hour posts), Reels (short-form video), and Highlights, allowing users to engage through liking, commenting, sharing, and saving. SMAs can use Instagram Insights to track performance and utilize features such as collaborative posts to boost viewer engagement.

Use Instagram as a visual viewbook to showcase who we are as Huskies. Posts should highlight and celebrate the Michigan Tech experience by collaborating with current students to capture authentic moments. The goal is to evoke genuine emotion and offer a glimpse into life as a Michigan Tech Husky, with prospective students as our primary audience.

Core Content Formats on Instagram

Feed Posts

Permanent, curated content that captures key moments, achievements, and campus life.

Stories

Temporary, 24-hour content for daily updates and real-time engagement.

Reels

Short-form, dynamic videos that boost reach through trending audio and visual storytelling.

Highlights

Archived stories organized by theme, showcasing the best of Michigan Tech’s events, experiences, and campaigns. More often than not, the things stored in the highlights feature should be somewhat “evergreen” with a long content shelf life.

What are the Key Elements of Each Format?

Instagram Feed Posts

Creative Caption

Instagram is a visual-first platform, so your caption should complement the image. Keep it conversational and add personality. There is a 2,200-character limit, but in general, for feed posts, try to aim for a caption that is 1-6 sentences long with a short hook to bring viewers into the rest of the caption.

  • Example of a caption hook: Huskies, big news for our space nerds! 🚀 

Hashtags

Use 1-3 relevant hashtags. Example: #MichiganTech #SpaceResearch #Aerospace

Tagging

Tag any collaborating accounts or people in the photo (e.g., @nasa, @mtu_engineering).

Visuals

Choose a high-quality and engaging image. Also consider using the carousel post feature to publish multiple photos in a single post. Instagram is all about visuals, so make sure your content is eye-catching and well-edited.

Image Tip

Make sure the photos are clear, well-lit, and properly framed. Use image editing apps for touch-ups if needed. A lot of cell phones have editing capabilities within the photo app directly on the device.

Framing + Composition Tip

Consider following the Rule of Thirds when choosing images to post on Instagram. The Rule of Thirds is a composition guideline that divides an image into nine equal parts using horizontal and vertical lines. The rule is used in photography, film, design, and painting. Learn More about the Rule of Thirds.

Instagram Stories

Purpose

Share timely content and behind-the-scenes glimpses of campus life.

Story Ideas

  • Day in the life of a Husky.
  • Takeovers by students, clubs, or alumni.
  • Event sneak peeks and real-time coverage.
  • Re-posts of Instagram Feed Posts

Interactive Features

  • Links to applicable webpages
  • Polls, quizzes, and Q&As to boost engagement.
  • Use GIFs, stickers, and tags to make stories dynamic.

Best Practices

  • Maintain consistency with branded elements (colors, fonts).
  • Use short, catchy text to keep attention.

Highlight Integration

Save high-performing stories to Highlights, categorized by themes (e.g., Student Life, Events, Husky Pride).

Instagram Reels

Purpose

Engage through creative short-form video and trending content.

Reel Ideas

  • Day-in-the-life of a Michigan Tech student.
  • Research highlights and lab spotlights.
  • Event recaps/coverage with trending audio.

Tips

  • Use trending sounds and songs to increase visibility.
  • Keep the pace quick and visually stimulating.
  • Start with a question or a surprising fact. Example: "Did you know Michigan Tech students are exploring Mars simulations?"
  • Include a call-to-action in the Reel caption: "Follow for more about Michigan Tech!"

Editing Suggestions

  • Utilize the Instagram editing tools or apps like InShot or Canva for refined video edits.
  • Keep videos short, ideally 15-60 seconds.

Instagram Highlights

Purpose

Keep key content viewable beyond the 24-hour lifespan of Stories.

Highlight Ideas

  • Campus Life: Day-to-day student experiences.
  • Events: Recaps and special moments.
  • Research: Projects and breakthroughs.
  • Alumni: Success stories and features.

Design Tips

  • Use consistent cover images that align with Michigan Tech branding.
  • Update regularly to keep content relevant.

Highlight Maintenance

Archive outdated content to maintain a fresh and relevant profile.

Visit Instagram’s Help Center for more specific information.