Often on social media, commenters will ask what good a liberal arts education is or whether liberal arts graduates are able to find jobs. In response to this, we created CONNcise: A Minute with Connecticut College, a social media campaign that answers the question “Why get a liberal arts education?” In videos that are 60 to 90 seconds long, Connecticut College faculty, alumni, and students share the many ways they are using their education to lead meaningful lives and make a difference in the world. We focused on YouTube Shorts and Instagram for the CONNcise series, as both our campus community and prospective students are most active on those platforms. We publish on a regular schedule to build a consistent presence. Since launching the campaign, Connecticut College’s YouTube Shorts have experienced a 568% rise in views and a 560% increase in subscribers (compared to 2023). On Instagram, video views increased 122.7% in 2024 over the previous year.
From the Judges
These shorts are great examples of how to center people’s voices in a video campaign. They make a compelling case for a liberal arts education, along with a case for Connecticut College specifically. The campaign also demonstrates excellent approaches to repurposing content for different channels, so they get all the value they can from work produced.
