The reel deal: empowering students to become authentic university ambassadors using TikTok & Instagram

Michelle McMahon

Digital Marketing Officer
University of Limerick

University social channels often present a challenge for administrators; how to tow the line between staying true to the institution’s tone of voice and brand values, while also bringing to life a student voice that delivers authentic communication with our core audience group.

With short-form video focused channels like Instagram Reels and TikTok now the platforms of choice for our key target audiences, how can a university meet prospective students where they are, to showcase student life?

In this session, University of Limerick’s Digital Marketing Officer Michelle McMahon will outline how working closely with students on content creation for these channels, and abandoning a ‘one-size-fits-all’ approach to content creation has led University of Limerick to an eclectic, engaging and exciting mix of trending content, day in the life videos, societies and sports, cultural occasions, and events – all tied together by an authentic student voice.    

Key takeaways

• One size doesn’t fit all – How to move away from a create once/post everywhere model to a more authentic approach on key growth channels.

• Meeting students where they are – Establishing a flexible environment that allows students the freedom to create when and how it works for them

• Trending… not tragic – How to avoid the pitfalls of following trends as a brand, knowing how and when you can have a brand ‘take’, and when to take a pass

About your speaker

Michelle McMahon (She/her) joined University of Limerick as Digital Marketing Officer in 2021 – moving home to the west of Ireland after ten years in Dublin. Her prior roles include Head of Social & Innovation at FleishmanHillard Ireland, and founding editor of digital publication Her.ie; where she managed a team that grew an audience from 0 to one million unique monthly visitors in two years. 

Prior to this, Michelle presented and produced a daily mid-morning radio show on BAUER media’s SPIN South West. As part of her role in UL, Michelle manages the student social media officer programme, bringing authentic student-led content to UL’s channels.