U.S. Figure Skating Social Media Campaign
Overview
I saw a chance to boost USFS’s social media by highlighting overlooked communities through short-form videos and strategic storytelling.
Opportunity
USFS highlights elite skating but underuses TikTok and YouTube, missing chances to share diverse stories and reach younger audiences.
Objective
The campaign aims to grow awareness and engagement for Adult, Collegiate, and Theater on Ice skating, with goals of boosting visibility by 25%, engagement by 20%, and membership interest by 15% in 6 months.
Planning
I audited U.S. Figure Skating’s social channels, analyzing content, engagement, and audience trends. The research showed strong Facebook and Instagram use, but underused potential on TikTok, YouTube Shorts, and Twitter. It also revealed inconsistent messaging and a lack of content for niche communities—insights that shaped a new, inclusive, platform-specific strategy.
The Campaign Strategy
Building on those insights, I developed USFS United—a campaign focused on human-centered storytelling, short-form video, and cohesive branding across platforms. The goal was to highlight overlooked communities and showcase the unity within figure skating’s diverse programs. Click on the titles to learn more about the different campaign strategies.
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Short-form video, particularly on TikTok, Instagram Reels, and YouTube Shorts, was chosen as the primary medium. These platforms are highly popular among younger, engaged audiences, making them perfect for showcasing the creativity and community spirit of niche skating categories.
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Instagram and Facebook served as the primary platforms for the campaign due to their high engagement rates and established user base. However, TikTok and YouTube were also integrated into the strategy to reach a broader, younger demographic and better highlight the diversity within the sport.
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The campaign, named “USFS United”, emphasized storytelling and community-building across all platforms. It sought to amplify personal stories from Adult, Collegiate, and TOI skaters, highlighting their journeys, achievements, and experiences, which are often overlooked in traditional media. The messaging focused on the creativity, teamwork, and passion of these groups, showcasing them as integral parts of the broader figure skating community.
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Instagram: The platform's visual nature was leveraged to share behind-the-scenes footage, competition highlights, and skater profiles. Stories and Reels provided an opportunity for quick, engaging snippets of content that showcased the beauty and artistry of each niche category.
Facebook: Facebook’s diverse user base and event functionalities were used to promote competitions, community meetups, and group activities, further building a sense of unity and pride within these skating categories.
TikTok & YouTube Shorts: These platforms, known for their short-form video content, were perfect for engaging a younger audience. Tailored videos focusing on fun, creative, and emotional moments from Adult Skating, College Skating, and TOI were posted to capture the attention of new, younger participants.
Strategy Execution
Through data analysis and audience research, I identified key content gaps and engagement opportunities across USFS’s platforms. Here’s how I’d address them:
New Accounts: Launch Instagram accounts for Synchronized Skating and Theater on Ice to amplify these communities.
Storytelling: Focus on personal skater stories through short-form videos, using audience insights to highlight journeys and challenges.
User-Generated Content: Encourage skaters to share their own stories, boosting authenticity and engagement based on research showing its impact.
Final Thoughts
After diving deep into US Figure Skating’s social media, I identified key strengths and areas for growth. With a more cohesive approach and a focus on underrepresented programs, my strategy can elevate their social media presence.
