OVERVIEW

KJZZ is an NPR member station in Phoenix. We’ve been working together since 2021, and I create about 20% of their Instagram and Twitter content.

AUDIENCE

KJZZ’s target audience is educated, conscientious, and listens to KJZZ and NPR. Some of my posts target readers in the Phoenix area while others are more broadly aimed at NPR listeners in any location.

GRAPHICS AND CONCEPTS

  • Inspiring quotes by NPR personalities get attention from KJZZ’s social media audiences.
  • A post about saving water in the desert targets people in KJZZ’s area whose interests align with KJZZ listeners’.
  • Sharing sustainability tips encourages engagement from people whose values align with those of KJZZ’s audience.
  • Puzzles encourage people to stop, read, and leave a comment with their answers.
  • How-to’s and lists with useful tips add value to followers’ social media experience.

My posts measurably increase KJZZ’s engagement metrics across all channels:

Between 9/21 and 9/23, KJZZ made about 83% more impressions, increased their engagement by 76%, and received 95% more visits from posts as a result of sharing my content on Instagram and Twitter.

CONTENT WORTH MENTIONING

Posts about NPR hosts appeal to human interest. These posts perform particularly well on Twitter – especially when we include the host’s Twitter handle in the copy.
Posts about laziness and procrastination tend to engage KJZZ’s Instagram audience. Using strategic hashtags and keywords helps these kinds of posts gain even more traction.
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