Using Extensis Portfolio to Put the ‘Insta’ in Instagram

Creating engagement with your target audience can be difficult for any company to do consistently well. It can be even more challenging when your target audience is comprised of Generation Z, the first digital native generation now headed to college and just starting in the workforce.

Even compared to other generational groups, Gen Z’s media consumption habits are significantly different:

  • They use their smartphones an average of 15.4 hours per week—more than any other device.
  • Gen Z receives over 3,000 text messages per month.
  • Gen Z watches twice as many videos on mobile as any other generational demographic.
  • 70% of Gen Z watches 2 hours of YouTube per day.

As a result of these media consumption trends, a social media-heavy marketing strategy that focuses on providing visual depth through high-quality images or video is necessary to reach and engage a Gen Z audience (posts that include photos have 94% more engagement than those that do not.) Posting in real-time is also critical. For example, with sporting events, the day after is a lost opportunity. People want in on the action as it’s happening—whether they are at the game, watching on TV, or trying to stay abreast of the latest online.

Take Baylor University for instance. Baylor University is a private Christian university and a nationally ranked research institution. The university provides a vibrant campus community for more than 16,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship.

The Baylor Bears football team is also a major contender in the Big 12 Conference.

To create workflows around a social media strategy to execute at sporting events, Baylor’s Photography Department went in search of a digital asset management solution that could get shots off their professional cameras and into the hands of their social media team within seconds.

Enter Extensis Portfolio.

Using a wireless file transmitter, staff photographers are able to instantly upload hundreds of high-quality photos with a click of a button from their cameras to Portfolio’s online portal.

Uploading the images to Portfolio makes them available to the social media team to immediately access the images from this portal and post them to their social channels as the action unfolds.


The results are measurable:

  • Since deploying the solution, Baylor’s social media followers immediately doubled, and then tripled.
  • Their 85,000 followers on Instagram have a 12% engagement.
  • As a result, applications, admissions and annual giving has increased to record highs.

Being able to engage with people immediately in real-time has made Baylor University one of the most followed and most engaged university Instagram accounts in the country.

To learn more about how Extensis digital asset management solution can support your workflow goals, check out our customer success stories!


joscelyn-zellJoscelyn Zell - Sr. Customer Marketing & Corporate Communications Manager

In her role as Senior Customer Marketing & Corporate Communications Manager, Joscelyn Zell serves as an advocate for customer experience across all facets of Extensis. With 25 years in public relations and marketing, she has a passion for building long-term relationships and communication programs that educate, inform and empower customers and prospects. A native Oregonian, Joscelyn is an outdoor enthusiast who enjoys backpacking, skiing, cycling and taking her two dogs hiking.