2021 has been full of significant milestones: students returned to campus — many coming to Ann Arbor for the first time; groundbreaking research discoveries were made to combat COVID-19; Michigan was ranked No. 1 by The Wall Street Journal; and fans returned to the stands, just to name a few.


As yet another means of strengthening community connections and providing engaging ways to consume campus culture and information, UMSocial doubled-down on vertical video, launching new strategies for both Instagram Reels and TikTok leading up to Spring Commencement. These efforts were met with great success, growing our audiences significantly and driving new followers across multiple platforms. In 2022, we anticipate vertical videos to only become a more vital asset for engaging students and serving as an outlet for sharing creative content.


With an astronomical year of engagement in 2020 as a result of the world being forced to move online, 2021 brought continued success in other areas such as follower and impression growth. Across all platforms, our emphasis on adding value throughout our content, whether it be regarding public health guidance, mental health resources, research impact, crucial societal conversation, advocacy or awareness, we experienced a multitude of big wins with our communities, sharing more than 6,400 posts on the University of Michigan’s Twitter, Instagram, Facebook, LinkedIn, TikTok, and YouTube channels. From the first day of classes to a record-breaking year for admissions, here are some of the top social media moments at U-M from 2021: 




No. 1

#1 Public University in the US


Maize & Blue

Maize and blue sky behind the Michigan Union


Unprecedented Collaborations

Image of two people dressed in maize and blue and two people dressed in green and white, as well as the Spartan mascot, on the Spartan football field.


Nursed Back To Health

Screenshot of tweet: Before turning 21, Olivia Goff was diagnosed with Hodgkin Lymphoma twice, but she always kept her goals in clear sight. Two images of Goff -- one in a hospital bed and one as a nurse.


Donuts On The Diag

Screenshot of tweet showing basketball Coach Juwan Howard on campus passing out donuts.




Winter Wonderland

Screenshot of Instagram showing a woman sitting on someone's shoulders at Michigan Stadium. Caption: WIN ter Wonderland.


No. 1

Screenshot of the scoreboard at Michigan Stadium reading No. 1 institution.


Pride Month

Screenshot of Instagram Post showing a person dressed in a cheerleading uniform in a bathroom. Caption is a quote about Pride.



Screenshot of Instagram post of the Michigan flag behind red leaves. Caption: Please don't be in love with someone else.


Rev. Dr. Martin Luther King, Jr. Day

Screenshot of Instagram post of a person's hand standing in Hill Auditorium holding a black and white photo of Rev. Dr. Martin Luther King, Jr., standing in Hill Auditorium speaking.




A Big Win

Facebook post with photos from Michigan Stadium after Michigan football defeated Ohio State.


A 13,000-Year-Old Campsite

Image of a large field shared on Facebook

Existing Drugs Kills COVID-19


Screenshot of a Facebook post about a Michigan Medicine study revealing that FDA-approved drugs can be used to reduce SARS-CoV-2 infection.


Marching Band 9/11 Tribute

Image of the Michigan Marching Band performing on the field with a large American flag in honor of the lives lost on Sept. 11, 2001.


Record-Breaking Admissions

Screenshot of Facebook post: Nearly 80,000 first-year students applied to U-M this fall.




A Very Good Morning

Good morning, Michigan fans. Images from the football win over Ohio State.


World-Class Collaborations

U-M and Ford Motor Company Open World-Class Robotics Complex.


M Day

Image of the Governor's official declaration of M Day


Masks at Michigan

Image of woman wearing a Michigan mask and a statement that masks are required inside campus buildings.


U-M Student Battles Brain Tumor With Help of Michigan Medicine

Image of a woman in a hospital gown in a bed next to an image of a brain scan.




This Is Michigan: Caring Throughout Crisis


Michigan News: Lake Huron Sinkhole


UMSocial: The Leaders The World Needs Now


Livestream: Rev. Dr. Martin Luther King, Jr., 2021 Symposium


Fall 2021 Leadership Series: U-M Chief Health Officer Checks In




Ding Dong — First Day of In-Person Classes


Let the 2021 Fall term begin! Have a great semester, Wolverines! 〽️ #GoBlue #UMich #CollegeLife #UofM

♬ original sound – Nancyandersonfit

Parents and Family Weekend


Shoutout to all the #Wolverine families and the #Michigan memories made during Parents and Family Weekend! 💛💙 #UMich #GoBlue #CollegeLife

♬ Bluey Theme Tune – Bluey

A Michigan Tradition


It’s a #Wolverine tradition! 💛💙 #UMich #UofM #Michigan #CollegeLife #GoBlue

♬ Good Day – Nappy Roots

Treat Yo Self


It’s a beautiful day in A2! Take some time to enjoy the last day of fall break. #CollegeLife #GoBlue #Michigan #UMich

♬ Treat Yo Self_Parks and Recreation – Peacock TV

Snowball Fight


Ready, Set, Snow! ❄️ #Michigan #UMich #GoBlue #CollegeLife

♬ Originalton – POV’s