"We have added video to our media day shoots the last two years and use video for our Gipper game day or final score posts. In the last three months, our Instagram engagement is up over 3,200% and our reach is up over 1,800% in the same time period. When we create video posts as reels (adding music from IG) several of our posts go viral ranging from 10K+ plays all the way up to 350K+ plays. Video is the way to go and is great if you are using your social with advertising partners to generate revenue for your department.