Overview
Client: Miami University Club Gymnastics
Role: Social Media Manager
Platforms: Instagram & TikTok
Focus: Research-driven content optimization
When looking at the Miami University Club Gymnastics social media presence I noticed it had strong community potential but lacked a structured content strategy and brand identity. To deal with this, I conducted platform and competitor research to identify growth opportunities, then implemented strategic adjustments to improve engagement and reach.
The Problem
After auditing the Instagram and TikTok accounts, I identified several issues:
Inconsistent posting
Limited use of trending short-form video formats
Minimal personality-driven storytelling
A lack of a consistent message across platforms
Underutilization of TikTok-native features
The accounts had some visually compelling material, but the content strategy was not optimized for platform algorithms or audience behavior.
Research & Discovery
1. Content Audit
I analyzed:
Post frequency
Engagement patterns
Top-performing content types
Caption and hashtag strategy
2. Competitive Benchmarking
I reviewed other collegiate club gymnastics programs and high-performing gymnastics accounts to identify trends in:
Reels/TikTok usage
Audio trends
Personality-based formats
Behind-the-scenes storytelling
% of Posts by Views
# of Posts by Month
3. Platform Behavior Insights
Key findings:
TikTok prioritized trend participation and authentic personality-driven clips.
Instagram favored Reels over static posts.
Athlete-focused content generated higher engagement than event announcements.
Strategy Implementation
Step 1: Shift in Content Tone
Increased use of short-form videos
Use of TikTok for personable content
Use of Instagram for announcements and
formal content
Integrated trending sounds and formats
Step 2: Humanize the Brand
Athlete spotlights
Meet-day POV content
Team bonding moments
Light, humorous trends
Step 3: Funnel-Based Structure
Top of Funnel (Awareness)
Trend-based TikToks
Relatable student-athlete content
Middle of Funnel (Engagement)
Behind-the-scenes clips
Meet-week highlights
Bottom of Funnel (Conversion)
Recruitment posts
Event reminders with clear CTAs
Post Mock ups
Results
After implementing these changes:
Increased engagement consistency across posts
Higher video views compared to static posts
Improved interaction (likes, comments, shares)
More cohesive visual and brand presence
Increased posting frequency on TikTok by 333% (9 → 39 posts), contributing to 56.8% follower growth.
Reflection
This project strengthened my ability to turn research insights into clear, intentional content strategy. Instead of posting reactively, I built a more structured system grounded in audience behavior and brand identity. That shift not only improved consistency but also created a stronger, more cohesive presence that supported sustainable growth.