Case Study: The University of Vermont grew its Instagram following about 150% with Iconosquare
Key results
The challenge
The University of Vermont's creative team relies on Instagram as a primary channel for prospective students. In 2019, 58% of enrolling students said they used social media to learn about UVM. Creative director Andrea Estey needed to grow the account and understand which posts were driving engagement, including during campaigns.
The solution
Andrea uses Iconosquare's analytics, especially its Engagement section, to gauge which posts lift the account's overall engagement rate and to plan and evaluate campaign content.
“On our Instagram feed, you'll get a view of UVM that you won't get anywhere else.”
AEAndrea EsteyCreative Director, University of Vermont
The results, in context
Since Andrea started, UVM's Instagram account grew from 15K followers to more than 40K, just shy of a 150% increase. One campaign generated an 80% increase in DMs and a 13% overall engagement rate for feed posts.