Student Union Social Media Campaigning Techniques: A Case Study of the University of Liverpool Student Guild on Instagram

Abstract

This dissertation examines how the Liverpool Guild of Students uses Instagram, focusing on four strategies: dialogic communication, emotional storytelling, word‑of‑mouth (WOM) and self-efficacy. Evidence on the Guild’s Instagram practices is limited; this study describes the platform‑specific strategies it employs. In a qualitative case study with visual content analysis, the dataset comprised 70 public posts from September 2024 to July 2025. All posts were screened, and 16 posts’ images and captions were analysed in depth. The findings indicate that the four strategies were present but applied unevenly. Dialogic tools mainly invited quick, low‑effort interactions, and a direct request for feedback appeared only once. Emotional storytelling featured in posts that framed challenges or celebrated identity; WOM cues appeared in event promotions and peer‑focused content; and self‑efficacy content accompanied posts encouraging participation or normalising small wins. Overall, the strategies prioritise visibility and participation; the depth and continuity of engagement varied across posts. This study links engagement theory to real posts and offers practical guidance for student unions, recommending stronger dialogic design and clearer calls to action to sustain engagement. Student unions can make better use of social media platforms to reach and support members. This study only focused on one university and a single platform, but future research could compare institutions and investigate Instagram features such as Stories and Reels to provide a fuller picture of student engagement.