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“Is this really the official Metro page?”
- Since June 2014, WMATA (Washington Metropolitan Area Transit Authority) has continued to participate in trends, highlight the team, and find creative ways into local news. The video has 4.7M views on Instagram alone.It’s led to an impressive 347% YoY increase in engagement on Instagram alone.
- Whitney Nichels, VP of Comms and Head of Social at WMATA, chatted about their growth strategy and the current role they play.
- Their goal is simple: post content that fits the vibe of the platform – on LinkedIn, Bluesky, and Twitter/X their content includes ridership highlights, service updates, press releases and board meeting materials. Whilst on Instagram and TikTok, they’ve implemented a whole new Gen Z marketing strategy.
- This approach has seen them have a 347% increase in post engagement on Instagram, and a 327% increase in profile visits compared to the same time last year.
- Whitney Nichels and her team managed to convince Metro that they were an “untapped demographic” and that they needed their own strategy.
- More recently, their videos feature frontline employees who don’t often get the spotlight, and showcase that Metro is indeed made up of human beings in different capacities.
- Working in transportation makes it easy to make content that is relatable to a broad audience. People in general like the unexpected – and that’s why the content has driven a curiosity in their audience and made people pay attention to the underlying message.
- WMATA has benefitted hugely from the shift in social media strategy. For example, more “thank yous” and “I love Metro” comments in the last 90 days than ever before.
- Nichels says while social media is only a small part of what she does, it never feels like a chore and there is a growing sense of satisfaction that people now view the WMATA as their “favorite Instagram/TikTok page”.
- WMATA has shown that your brand voice has the ability to influence attitude and behavior. The way you engage with your customers sets the tone for not only how they feel about you but how they treat you as a brand.
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