STRATEGIC
CONTENT
The specific audience that engages with content, for how long, and to what effect are the factors that make digital storytelling impactful for brands. ​New media content exists across a spectrum of humor and high production value storytelling with specific goals for conversion and desired action.
60,077 views. 246 profile visits.
215,999 views. 30,379 engagements.
462,850 views. 92.3% non-followers.
2025: BY THE NUMBERS
Natural History Museum of Utah
22.5M impressions
across Meta channels
189,500 social media
conversions
31% follower growth
on Instagram
CAMPAIGN BREAKDOWN: DinoFest
Key Campaign Statistics:
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Total Number of Posts across Meta channels: 50
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Total Impressions: 781,266
-
Meta Ad and Boost Spend: $2629.50
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Paid reach: 462,963 (Geofenced with audience parameters to Utah and the Salt Lake City Metro Area)
As tracked by Google Analytics specific racking links embedded on every post: 5400 conversions for an average 10.5 seconds spent per landing page visit.
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Additional video ad ran across Meta channels: https://www.instagram.com/reel/DDvOrrns50l/?fbclid=IwY2xjawMBrZhleHRuA2FlbQIxMABicmlkETEwMFV1ZGMzdGdCWEEyYTJwAR6uNwEt43ActtNP6Nr7PZODQNkgz8XlqFU4P1_wJL2i4PXIPWqTdv7NNn4_RA_aem_2MrGaqWntyoEToKpludq5A
PHILOSOPHY
• Social media is constantly changing. Techniques must reflect those changes to effectively reach audiences.
• Data should help guide creative decisions when working in the social media communication environment.
• Social media is an addictive form of consumption that can quickly become damaging to consumers’ ability to evaluate their self-awareness, form opinions, and calibrate gratitude. ​
• Successful digital media content succeeds in the in-betweens, on the move, and with the subconscious.
PHILMONT SCOUT RANCH
Example of the content spectrum.
High performing, short social media view in line with humor of target audience for maximum brand reach and consumer awareness.
Lower-viewed film to bolster brand equity and engage key stakeholders to continue offering support for programs.