amanda anstett
Niche Social
Niche is a product that helps students, families and more find where they belong - from places to live to K-12 schools. When I started at Niche.com in September 2019, there was barely any social media presence. Alongside the Social Media Manager and Visual Designer, we strategized and ran the Niche Social landscape. I worked on the team from 2019 - 2022.
Example Social Assets I created that use the 2022 Brand Evolution branding.
Social Strategy
In 2019, we had a social media presence with about 5k followers on instagram and no youtube account. Around this time, TikTok and Short form content was becoming more popular, so we adapted to the market changes. We had a multi-faceted strategy where we had a network 100+ Niche Ambassadors who would make content for us that we could use on all platforms including Youtube, Instagram, and TikTok. The content included stuff like campus tours, top ten lists, "relatable" content and meme videos, and more. We also used giveaways and sweepstakes to push our content to more people. In 2021, we were able to reach 100k followers on our Instagram account and 10k on youtube. We were growing our social media presence as we were defining our branding, so there was a lot of experimentation and iteration on what looks and works best.
I created GIFs that could be used on Instagram stories via GIPHY. GIFs have over 5M views / uses.
Example Giveaway Social Posts
Youtube Videos
In 2021, we wanted to create a video that would touch people and have the potential to go viral. I pitched doing a college decision reaction video, coordinated finding and gaining permission to use the video clips, designed the video, and edited it. It currently has over 420k views on youtube, being Niche's most popular youtube video to date.
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Using the Ambassador's content, I created a variety of videos that gained a lot of traction on Youtube, some having over 40k views. We were creating these videos during our branding transition, so there was a bit of experimentation on the style of the videos. We used shorter / edited down versions of the videos on Instagram and TikTok as well.
LinkedIn Strategy
We created a suite of testimonial videos that would be used on LinkedIn for B2B marketing. In this interview, we wanted to highlight Central Wyoming College. Central Wyoming College, a NASNTI school, partnered with Niche to connect with students in the tribal community and spotlight their new Bachelor of Applied Science degree programs. I worked to help remotely film this interview with CWC's marketing department and edited, did sound design, and the graphics for the video.