2022 brought big wins, bold challenges, and a breadth of new opportunities for engagement. From celebrating student achievements to welcoming a new president, the year was filled with many memorable moments. Building upon the success of vertical video in 2021, UMSocial found more ways to connect with the campus community by expanding our staffing to include a content specialist dedicated to this crucial and quickly growing space. Dedicated to the development of a dynamic daily content for TikTok and Instagram Reels, this additional emphasis enabled audiences and engagement to grow drastically, and through the application of our traditional integrated communications strategy, provided opportunities to weave important campus information and resources into trends to create more content that people could both learn from and enjoy. 


Across more traditional platforms, Instagram, Twitter, Facebook, and LinkedIn, UMSocial continued to elevate institutional success and stories of impact. Whether bringing the social communities together to welcome the newest Wolverines, share timely faculty expert insights on pivotal issues, or cheer on the undefeated football team, UMSocial’s strategic content fostered connectedness all throughout the year. 


With success, there are also always challenges, and 2022 was no exception. Throughout the many ups and downs, UMSocial remained committed to creating spaces for transparent dialogues, adding value to constructive conservations, and helping to triage community issues and concerns. The content shared from the official University of Michigan accounts aim to emphasize the critical importance of communicating openly and often with community members. 


Overall, thanks to the totality of our efforts and the tremendous support of our online audiences, we outperformed 2021 in follower growth, engagements, video views, and link clicks. Go Blue!


Here are some of our top posts of the year in no particular order.



New profile pic

A baby wearing a Michigan hat smiling at the camera

No. 1 Ranking 

Screenshot of a tweet with a graphic that shows #1 ranking.

Congrats, #MGoGrad(s)!

Image of a tweet and a still of a video showing a member of the marching band putting a grad cap at Michigan Stadium.

Welcome, President Ono

Screenshot of a tweet with a video of President Santa J. Ono.

Honoring Rev. Dr. Martin Luther King, Jr.’s legacy

Screenshot of a tweet and video.



Dumbledore vibes

Screenshot of an Instagram post


Baby steps 

Screenshot of Instagram post


Forever, Go Blue!

Screenshot of Instagram post


Snacking squirrel 

Screenshot of an Instagram post of a squirrel.



Women’s History Month Wheel of Fortune feature

Screenshot of an Instagram post
Screenshot of an Instagram caption




Big Ten Champs

Screenshot of an Instagram Reel that shows football players celebrating


Message from President Santa J. Ono

Screenshot of an Instagram Reel of President Ono.


Pharmacy’s perfect fit

Screenshot of an Instagram Reel of a pharmacy student putting on a white coat.


Don’t do it

Screenshot of an Instagram Reel of someone's foot hovering over the M on the Diag.


First day of school

Screenshot of an Instagram Reel showing a blue bus





It’s been how many days?

Screenshot of a TikTok of a student calculating how many days it's been since Ohio State beat Michigan in football

Back again

Screenshot of a TikTok



Screenshot of a TikTok showing a student in front of a construction site



Screenshot of a TikTok


Big decisions

Screenshot on a TikTok




Victors 2026

Facebook screenshot of early acceptances being announced


Victors 2022 & 2020

Graduation photos in a Facebook post
Graduation photos in a Facebook album


Announcing President Ono

Screenshot of a Facebook post with a quote graphic from President Ono's announcement by the Board of Regents


Welcome hoMe

Facebook photo album of move-in photos


Beating the team down south

Screenshot of a Facebook video showing two students celebrating



Back 2 back B1G champs

Photos of the Michigan Football team after winning the Big Ten Championship


Good Morning America surprises Dr. Okanlami

Images of Dr. Okanlami and Good Morning America host Robin Roberts with others during the surprise segment


Dr. Fauci’s Comeback Commencement speech

Dr. Fauci giving a speech to graduates at commencement


No. 1 in the US

University of Michigan named Best College in America by Money Magazine


Making memories in the Big House

Video screenshot of President Ono high-fiving students at Michigan Stadium