How SOS24 helped a government department blow up
How do you generate 120,000 views from a single post on a fledgling Insta channel on the apparently boring (but potentially life-saving) topic of battery recycling?
Ask State of Social fave Scotty McDonald.
Actually, don’t ask Scotty. Ask Jaclyn M., Senior Social Media and Digital Officer at Queensland’s Department of the Environment.
When a brief to educate Queenslanders on the risks of disposing of batteries in kerbside bins hit her desk, Jaclyn applied the Emerging Story Arc she learned about from Scotty’s SOS24 session.
And the post she created blew up!
It broke the department’s social media records!
- 120,000 views and rising
- Heaps of shares, saves and engagement
- 63% of the traffic arriving from organic pushes
- Result: A more educated community and behavioural change
What’s the Emerging Story Arc?
In a nutshell:
- Hook: Start high, with a big bang (in this case, literally) and grab your audience
- Maintain: Provide peaks (or more bangs) to maintain interest as you tell your story
- Elaborate: Between the peaks, flesh out your story and affect change
This was just one of the takeaways from Scotty’s brilliant takeaway-packed session. And Scotty’s was just one of 28 keynote, breakout and deep-dive sessions at State of Social ’24. Imagine how State of Social ’25: Refresh could transform your year. Even your career!
