Cross Platform Content

Family Focus Videos

Social media platforms have evolved, and THON needed to adapt its content strategy to meet changing audience behaviors. Traditional long-form, narrative-driven videos were no longer performing effectively in fast-paced digital spaces that prioritize short, engaging content. To maximize reach and deepen engagement, I introduced a new approach: creating short trailer videos that offered a compelling preview of our Family Focus Videos. This allowed viewers to connect with the story at a glance and choose to explore the full narrative if they wished. As a result, we saw a 58% increase in views on our long-form content on YouTube, demonstrating the power of a multi-tiered video strategy backed by data-driven decisions.

THON Weekend Line Dance

The THON Weekend Line Dance is a high-energy tradition performed hourly throughout the 46-hour event. Each year, attendees and supporters alike look forward to learning the choreography and lyrics. To make the dance more accessible, we produced a video featuring the full lyrics and released it across all platforms within one hour of the dance first being performed, ensuring that participants, whether in person or following from home, could engage fully. Delivering the content in both vertical and horizontal formats was essential, allowing for repeated viewing and easy learning regardless of platform or device.