The Overview
Global Citizen Year is a nonprofit launching a new generation equipped to drive positive change.
Media Cause and Global Citizen Year had an ongoing partnership when our team began to expand our work to support their Instagram and TikTok presence.
We defined three major goals for them:
Drive awareness of GCY as a gap-year program that recruits and selects the most promising future changemakers, helping them to develop insights, skills, and networks needed to drive social impact over the course of their lives.
Second, to engage current, future, and past students by building community across Instagram and TikTok audiences.
Lastly, drive conversions by functioning as a credibility marker.
On both TikTok and Instagram, we wanted to position Global Citizen Year as the premier global immersion program for worldly and aware student audiences to drive curiosity and applications. For both channels we developed a comprehensive channel strategy with an emphasis on the look and feel, tone, and voice for short form video.
We knew that Instagram was prioritizing short form video and would drive the highest engagement on that platform. Similarly, we knew that TikTok often serves as a search engine. We sought to position the account for discoverability when prospective students were looking for gap year opportunities.
Our strategy included an increase in the publishing frequency of TikTok videos and Instagram reels for Global Citizen Year’s social accounts.
Through social listening and research, we included more relevant hashtags in TikTok content to increase discoverability—Discoverability is crucial on social media to ensure the intended audience finds the correct content.
Global Citizen Year tapped into real time audio trends, trending content formats, and the real experiences of students taking a gap year. Leveraged original content shared with us by students themselves and other produced content from scheduled photo and video shoots.
Our TikTok and Instagram strategy helped Global Citizen Year drive awareness of their gap-year program, social impact for their mission, and engagement with students, resulting in a 310% increase in net followers on their Tiktok and a 121% increase in impressions on their Instagram.
TikTok
Date Range: 2/15/2023 – 6/30/2023
Instagram
Date Range: 2/15/2023-6/30/2023
