MARKETING
LiveCoverage
&
GAMES PROMOTION
With the growing popularity of sites like The New York Times Games, as well as quizzes and trivia on websites such as BuzzFeed, Scot Scoop began this school year with a new addition to the entertainment section — games. This year, I was tasked with managing marketing for the games section, which publishes a variety of crosswords, trivia, and personality quizzes daily.​
Goal: Spread the word about the launch of the new games section and boost engagement and viewership on the Scot Scoop website. Effectively publicizing games was essential to the success of the new games section as well as our news site. By using games, I aimed to entice viewers to visit Scot Scoop, increasing the likelihood that they would explore other aspects of our website.
Plan: I created a new social media beat type to ensure weekly and timely promotion of all games. To the right, is the weekly Monday through Sunday posting schedule.
I created the above posting schedule to help producers keep track of what types of post to create during their beat week. In addition to this, I wrote in depth instructions on how to make each post using templates to maintain consistency.
TRIVIA VIDEOS (REELS)
With the growth of social media platforms like TikTok, short-form content has become extremely popular for its ability to quickly grabs the audience’s attention. Taking inspiration form social media creators who post videos quizzing passersby on various trivia, I instructed producers to film similar videos to promote the trivia and quizzes posted on Scot Scoop.​​​ To keep the videos consistent I created a template for producers to follow and made sure that videos did not exceed over a minute and 30 seconds in order to retain viewership throughout the video. Trivia and quizzes promoted this way received significantly more views on Scot Scoop.
Over the past 6 months, Trivia Reels have brought the most traction to our account gaining us 24 new followers while our other Reels have only brought us 10 new followers. Additionally, out of all of our post, over the last 3 months Trivia Reels make up five out of six of our top preforming content, reaching more accounts than any other kind of promotional post.
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Of these five Reels, “Disney Movies” and “Are you smarter than a fifth grader?” preformed the best on Scot Scoop, amassing 333 views on our website. The two Reels reached a total of 4,016 accounts, were played 5,981 times, engaged 176 accounts, and received 163 likes.
Overall, the Reels boosted engagement with the student body as students were more likely to interact with the Reels if they or their friend were featured. Furthermore, these Reels have increased our reach, receiving the most interactions from non-followers out of any other posts.
GAMES STORIES
In addition to the Trivia Reels, I also instructed producers to promote games through "Trivia/Quiz of the Week" Instagram stories, which were posted twice a week and featured the trivia and quiz published each week. At the end of each week producers would post a games recap story featuring the games published that week.
Both stories received a combined total of 28 ink clicks, reached 525 accounts, and resulted in 10 profile visits. These two stories contributed to the 148 views "Which high school superlative are you?" received on Scot Scoop.
This story alone reached 315 accounts and resulted in 12 link clicks. This game was also promoted through a Trivia Reel which reached 1127 accounts, was played 2657 times, engaged 79 accounts, and received 75 likes. These two methods of promotion resulted in the 102 website views "Trivia: Squid Game" received.
LINKTREE
Goal: Transfer social media engagement into engagement on the Scot Scoop website by streamlining navigation to our various publications and social media platforms.
Plan: Previously, our Instagram bio only included a link to a list of the most recently promoted content on our website. Most people access Instagram through their phones, but I noticed that navigating to other area of our site was difficult when following the link in our bio, which could be limiting viewership across our site. To combat this, I created a Scots Media Linktree which includes links to all our social media accounts as well as recently promoted content, our new games section, and our three publications.
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Results: Our Linktree's life time click rate (percent of viewers who clicked a link) is 80%. We receive the most link clicks on “Scot Scoop” (website) with 233 in total and 156 clicks total to our second highest category, “Read Here” (recently promoted content). We consistently surpass the benchmark link click rate (median click rate for Linktrees with similar views) indicating that we are able to successfully translate social media engagement to views on our site.
