On trend & on brand: the @westvirginiau tiktok

In late 2021 and early 2022, I helped grow the @westvirginiau TikTok account to have over 29k followers and 2 million total views. Our team discovered that the university could exist in a content sweet spot that mixed trending humor and unique WVU quirks, creating a presence on the platform that engaged current members of the Mountaineer community and invited strangers to discover what the university is all about.