Mary Litz

Date of Award

2025

Type

Thesis

Major

Communication - Integrated Media Track

Degree Type

Master of Arts in Communication

Department

Communication Department

First Advisor

Nili Cimand

Second Advisor

Chris Robinson

Third Advisor

Adam Bova

Abstract

This professional project explores how consistent, short-form vertical video content can enhance the social media performance of Three Dog Bakery, a boutique pet store in Columbus, Georgia. As the bakery’s social media manager, I implemented a one-month video campaign using storytelling-based, behind-the-scenes videos featuring the owner and the baking process. Drawing on transformational message strategy and best practices in social media marketing, the campaign aimed to increase reach, views, engagement, and viewer retention on Instagram.

Throughout the campaign, six videos were posted and various strategies were tested, including optimal posting times, video lengths, and hooks. Results showed a 45.4% increase in video views and a modest 5.9% increase in reach, though engagement and viewer retention declined slightly over time. Notably, the first three videos—posted earlier in the campaign and structured as a series—outperformed the latter three stand-alone videos. While this suggests that serialized storytelling may foster greater anticipation and community connection, it's also possible that the earlier timing of those videos contributed to their stronger performance.

This project demonstrates that while short-form vertical videos can effectively boost visibility and engagement, content variety, optimal pacing, and strategic planning are essential for sustaining audience interest. The findings offer actionable insights for small businesses seeking to humanize their brand and grow their online presence through social media video content.

Download

Share

COinS