You said you expected it to do well, but did you ever expect the video to go viral?
I’ve had several viral moments before while I was at Kansas State, but definitely not to this extent. For me to say I totally expected it to blow up the way it did wouldn’t be true, but I knew it would do well based on the trends. I didn’t expect the entire NFL to buy into it like they did, either. The Atlanta Falcons changed their name on Twitter to “Red Stallions” and the Indianapolis Colts to “Not the Cowboys”, and the league had some fun with it. When you take trends and execute them — and considering the schedule release involves 14 other teams — it will do well, but it was definitely a pinch-me moment.
We put the video out on TikTok first, and it didn’t do much in the first 10 minutes. We had a plan to put the video out on other platforms later in the evening, but Nate Bain, our director of social media, noticed it was starting to make its way to other platforms from viewers, so we posted it on Twitter and Instagram. Twitter was where it really took off, with all of the retweets and quote tweets. It was so fun to see people engage with it.
Social media is constantly changing, so how to you stay ahead of the curve?
Everyone who works in social media is trying to do that. For me, I spend an insane amount of time on TikTok so I see the trends and wonder how I can make them my own. The “man on the street” and “guess the logo” have been done a million times, but pairing those ideas with Broadway Street, which is unique to our fan base, really resonated with our organization, city and fan base. I would say 80 percent of my job is keeping up with trends, and it’s a lot of trial and error.
Let’s talk about your day-to-day schedule. What do the busy times of the year, such as training camp and season, look like for you?
I started this job 10 months ago, one week before training camp started, so I’ve almost done everything once. In my role, I’m not the type of person who enjoys collecting and distributing content. I want to be creating and ideating. I want to be in the middle of it. My main focus is TikTok, Instagram and reels, but I’ve also been able to help out with our photo team.
So during training camp, I’m shooting photos during practice, and I will get TikTok videos after practice with a player if I have a good idea. That rolls over to the season, when I travel with the team to games. From kickoff to the end whistle, I am taking photos. If a fun social moment happens during the game, I will put on my social media hat and capture it with a video, which I can then use for TikTok or other platforms. During pregame, I’m doing live content captures — taking videos on my phone, getting fun player moments and players talking to the camera. After the game, I am doing celebrations — hopefully — and getting players to talk to the camera.