“One thing we know about Gen Z is their distaste for being ‘sold to,’” says Paige Zuber, Assistant Director, Social Media, at Bryant University in Smithfield, Rhode Island, U.S. “They are really good at sniffing out what’s inauthentic and then tuning out.” 

This understanding fueled the creation of the Bryant Bulldog Producers program in summer 2023. Looking for a way to expand its TikTok and Instagram channels, the Bryant marketing and communications team (in partnership with the College of Arts and Sciences Department of Communications) devised a plan to develop content by students, for students. At the same time, the team could provide an experiential learning opportunity and mentorship for student producers. 

That summer, they launched an application process. Among the students who applied and submitted samples of original digital content, five were chosen—becoming the inaugural cohort of Bulldog Producers. 

The program launched in the fall 2023 semester with the MTV-inspired series “Welcome to My Crib: Dorm Room Edition.” Next the student producers focused on Bryant’s Division I athletics program with Instagram takeovers and sideline interviews aimed at increasing spirit and attendance at home games. To increase participation, the producers created “Archway Trivia,” which became so popular students were lining up to answer questions. Students across campus further engaged with videos, notes Zuber, “by not only ‘liking’ them but also commenting and sharing. It has blossomed into a community effort and converted into our other content receiving significantly more engagement as well.”