UMass Amherst

short-form video strategy

Neeva at an outdoor table outside Worcester Dining Commons, captioned "how it feels asking the same person to eat at the dining hall every day"

i pick clarke

220K views56.3K likes902 saves

Trend-based humorwatch on TikTok ↗

A plate of UMass dining hall food with the text "Number one dining"

#1 campus dining

32K views1.2K likes63 saves

Informational · campus spotlightwatch on TikTok ↗

Two students sitting together in a campus lounge for a senior interview

senior interview series

18.2K views900 likes48 saves

Street interview series (3 parts)watch on TikTok ↗

durfee conservatory

16K views1.1K likes173 saves

Informational · ASMR campus tourwatch on TikTok ↗

A laptop playing Alysa Liu's free skate, captioned "when you want to be Alysa Liu so you take matters into your own hands"

alysa liu free skate

7K views384 likes22 saves

Informational · event highlightwatch on TikTok ↗

Role: Social Media Coordinator, Marketing & Communications
Tools: TikTok Analytics, CapCut, Canva, Excel
Year: 2024-2026
Category: Social Media, Content Creation

83M+

total views (up from ~2M)

208%

net follower growth

9,400+

new followers

110%

growth in likes

123%

growth in shares

98K+

total likes

11K+

total shares

*As of May 2026

Challenge
UMass's TikTok had under 7K followers and wanted to reach current and especially prospective students. The content needed to feel relatable and student-made, not like it came from an official institution.
Action
I built and ran a short-form video strategy across TikTok, YouTube Shorts and Instagram, planning, filming and editing in CapCut and Canva across many video styles, then tracked performance in TikTok Analytics and Excel to double down on what worked.
Results
In under two years, the account grew from about 2M to 83M+ total views, with 208% net follower growth and 9,400+ new followers.

Challenge
UMass's TikTok had under 7K followers and wanted to reach current and especially prospective students. The content needed to feel relatable and student-made, not like it came from an official institution.
Action
I built and ran a short-form video strategy across TikTok, YouTube Shorts and Instagram, planning, filming and editing in CapCut and Canva across many video styles, then tracked performance in TikTok Analytics and Excel to double down on what worked.
Results
In under two years, the account grew from about 2M to 83M+ total views, with 208% net follower growth and 9,400+ new followers.

Check out the official UMass Amherst TikTok

Everything from campus events to student life, made for the platform.

Visit @umassamherst →

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