Based on SMU Admissions’ events and timelines, the social media page focused on three main content pillars which cover application tips, interview tips, sharing of senior experiences, shoutouts for on-campus admissions events, and faculty. Instead of simply sharing information about the school, we got current students and alumni to share their experiences so that it feels more authentic for prospective students who are curious about the SMU experience. Occasionally, there will also be student takeovers where an SMU student will take over the Instagram page for a day to share about how a day of their life as an SMU student might look like. We found that such methods were successful in creating connections with potential new students as they have their doubts answered. Apart from these sharings from people who have been through the experience, we also have a “You Ask, We Answer” segment which allows us to further understand what queries our audience have and answer them accordingly. We were able to better curate future content based on what we identify were the main concerns of our audience. Through specially curated posts and Instagram stories, we were able to reach out to prospective students to find out their queries and doubts about university applications. We made use of several Instagram story tools like the poll or question function, to further relate to and engage with the target audience. Our creatives made use of doodles to make visual content more fun and appealing. The inclusion of fun elements ensured that we attracted the attention of our target audience and provided information in an easy-to-digest manner.