In building off of our robust vertical video strategy, we reached great heights on TikTok and Instagram Reels in 2023. Our following on TikTok more than doubled to over 72,000 and our content tripled in both engagements (over 1,100,000) and views (over 9,100,000). Reels also experienced significant growth with over 483,000 engagements and nearly nine million views in 2023, which played a major role in a 77% increase in total impressions on the platform this year.

While working alongside our creative and talented UMSocial interns, as well as numerous campus stakeholders, our team was able to create dynamic vertical video content that catered to audiences on both platforms in a different manner. On TikTok, we focused on adapting university priorities into popular trends and engaging with our campus community and beyond in nostalgic and timeless college-themed topics. For Reels, we focused on covering celebratory moments, highlighting the beauty of campus, and telling inclusive and diverse stories at U-M. Heading into 2024, we can’t wait to continue ideating and innovating in the fast-paced world of vertical video.



Match Day


Oh, the places you’ll go! Check out where these Michigan Medical School students will be starting their residencies soon! ⚕ #UofM #UMich #Michigan #MedicalSchool #MatchDay #GoBlueMatch #CollegeLife


Game Day Delta Dawn


Four straight weeks of @Michigan Football home games has been a-Maize-ing! We can’t wait to reunite with Wolverines in the Big House soon 🏈 #UofM #UMich #Michigan #DeltaDawn #GoBlue #CollegeLife

♬ CBAD DELTA DAWN – THE Carlsbad High School


Michigan Move-In


Our Wolverines kept it moving today! 🚚 #UofM #UMich #Michigan #Moving #CollegeLife

♬ original sound –


Under the Lights


@Michigan Football ran Ann Arbor on Saturday night under the lights! 🏈 #UofM #UMich #Michigan #GoBlue #CollegeLife

♬ original sound – The Washed Athlete


Always a Wolverine 


Don’t cry because it’s over, smile because you’ll always be a Wolverine 💛💙 #UofM #UMich #Michigan #Graduation #MGoGrad #StudentLife

♬ memories – .



Preview of HoMe

Can’t Beat this Feeling

Not Just A University




Birthday Pawty


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