“Instagram Reels Are Cute, But Will They Build Your Legacy?”

Let’s paint a picture. Your SU’s latest event goes off without a hitch. The room’s buzzing, everyone’s vibing, and someone’s on their phone capturing a shaky vertical video of the chaos. Fast forward a week: that clip becomes a trending Instagram Reel. You’re feeling like a social media rockstar, right?

But here’s the kicker—is that Reel going to help you land next year’s block grant funding, attract future students, or wow the university stakeholders? We all know what the answer is. 

The Problem: Chasing Short-Term Wins at the Expense of Long-Term Impact

It’s no secret that Student Unions are strapped for time, resources, and sometimes even attention. When a TikTok video gets 50,000 views or a Reel blows up with comments like, “SU of the year, lol,” it’s easy to feel like you’re winning the content game. But here’s the catch: short-form trends can create the illusion of success while pulling focus away from what truly matters.

Let’s break it down:

1. Viral Content Is Fleeting

Social media algorithms thrive on what’s hot right now—but what’s trending today is forgotten tomorrow. That TikTok of your SU President doing a dance challenge? Funny, sure. But six months later, nobody will remember it. Worse, it won’t help when prospective students, stakeholders, or sponsors look for content that demonstrates your SU’s true value.

Short-term content creates spikes in engagement but lacks staying power. It’s like giving candy to your audience—instant gratification, but no real nourishment.

2. Quick Hits Don’t Tell Your Story

An SU is more than a party organiser or a meme machine. It’s a hub of leadership, culture, and community. But when your content strategy leans heavily on short, low-effort posts, you miss opportunities to showcase your bigger picture:

• What makes your SU unique?

• How does it create lasting memories for students?

• Why should stakeholders continue to invest in your events and initiatives?

• How do you attract new investors, brands and collaborators? 

• How do you communicate your almost altruistic intentions to your student body?

Without long-form, high-quality content, your SU risks becoming a one-dimensional presence online. People will remember the funny clip, but not the meaningful work that happens behind the scenes.

3. The “Student-Led Content” Misconception

We’ve all been in the SU meeting where someone says, “Let’s just get students to film it.” While students are incredible at bringing authenticity and energy to content creation, relying on them alone can backfire. Here’s why:

• Lack of Consistency: Students come and go, which means your SU’s brand identity can feel disjointed over time.

• Quality Gaps: Not every student has the skills or tools to produce content that looks professional and polished.

• Missed Opportunities: Students often focus on the here and now, creating content that’s fun but fails to capture the long-term vision of your SU.

When your SU relies exclusively on student-generated short-form content, you’re limiting your reach and diminishing your professional appeal. 

4. Stakeholders Expect More

Your SU’s role isn’t just to engage students—it’s also to maintain strong relationships with the university, sponsors, and other key stakeholders. When it’s time to pitch for budget increases or renew a partnership, what’s going to leave a stronger impression?

• A viral TikTok with 10K views?

• Or a story piece that highlights the impact of your latest event, featuring testimonials, stunning visuals, and a compelling narrative?

  
  

Stakeholders want to see how your SU contributes to the university’s broader goals. Quick-hit content might generate excitement, but it rarely conveys the full scope of your work or its importance to the student body and beyond. In short, your VC is simply not going to give you a million pounds by seeing a million views. 

5. Prospective Students Demand Substance

Imagine yourself as a prospective student, excited about university life, but also a little nervous. You're eager to learn about the Student Union, to see what it's all about. You'd likely head to the SU's website or YouTube channel. You're looking for an assurance that it will be a worthwhile experience that gives you a real sense of what it's like to be part of this community. 

You're looking for substance – stories that showcase the scale of the SU, the kind of experiences students have, and the reasons why you should get involved. Without high-quality, story-driven content, your SU risks losing the attention of these prospective students, the very people you're trying to attract. At the end of the day, quality content implies quality service. Its only after you get this assurance, you’ll head to its social media to scroll through user generated content to verify the authenticity. 

The Big Picture

By focusing too much on short-term content wins, Student Unions are unintentionally setting themselves up for long-term challenges:

• Missed opportunities to connect with future students.

• Diminished credibility with stakeholders and sponsors.

• A scattered and inconsistent online presence.

If your SU is only creating content that lives for 168 hours, it’s time to rethink the strategy. Viral moments are fun, but true engagement—the kind that drives student involvement, secures funding, and builds a lasting legacy—requires more than just a few fleeting likes.

The Engagement Trap

Here’s the harsh truth: short-term viral content doesn’t equal long-term engagement. A goofy dance video might get likes, but when your SU becomes a collection of memes, it’s harder to tell a compelling story about your true purpose.

Your SU’s content strategy needs balance—quick hits for social buzz and polished productions that make an impression where it matters most.

The Solution: Think Beyond the Trends

Let’s clarify something—it’s not about abandoning Instagram Reels or TikToks. Those quick bursts of creativity are perfect for building campus hype. But they should complement, not replace, your cornerstone content. Hence Instagram reels are cute, but they alone won't build your Student Union's legacy.

Here’s why long-form, cinematic videos are essential:

• They attract prospective students by showing off your SU’s best side.

• They serve as marketing assets for recruitment, sponsorships, and collaborations.

• They keep your SU’s legacy intact by telling stories that resonate for years, not just a moment.