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Media, Branding & Outreach·Lesson 10 of 29

Social Media Strategy

Build a sustainable, on-brand presence across Instagram, TikTok, YouTube, and X using a content calendar and platform-specific tactics.

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Pick your platforms intentionally

You don't need to be everywhere. Choose 2-3 platforms you can sustain:

  • Instagram - the FRC hub: feed posts, Stories, and Reels. Best all-around for the community.
  • TikTok / YouTube Shorts - best for reach and showing personality through short vertical video.
  • YouTube - home for reveal videos, recaps, and long-form match footage.
  • X (formerly Twitter) - real-time updates during competition (live match results, alliance selection).
  • LinkedIn / Facebook - reaching sponsors, alumni, and parents.

Build a content calendar

The #1 thing that separates good team accounts from dead ones is consistency, and consistency comes from planning. Build a simple content calendar in a spreadsheet:

  • Map out a posting cadence you can actually keep (e.g., Instagram 3-5x/week, TikTok 4-7x/week during build season, lighter in the off-season).
  • Plan around the season rhythm: kickoff (early January), build updates, robot reveal, each competition, awards, off-season.
  • Use a scheduler like Later, Buffer, or Meta Business Suite to batch-create and auto-post.

Content pillars (what to post)

Rotate through recurring themes so you never run out of ideas:

  1. Build progress - timelapses, CAD renders, "part of the day."
  2. Team culture - member spotlights, behind-the-scenes, bloopers.
  3. Competition - countdowns, live results, win celebrations, awards.
  4. Sponsors & outreach - thank-you posts (sponsors love being tagged), demo days, community events.
  5. Education - quick "how does X work" explainers that show your expertise.

Tactics that grow engagement

  • Hook fast: the first 2 seconds of a Reel decide whether people keep watching.
  • Captions on video: most people watch muted.
  • Hashtags: mix broad (#FIRSTRobotics, #omgrobots, #FRC) with the season tag (e.g., #REBUILT and #FIRSTAGE for 2026) and your team tag.
  • Engage back: reply to comments and DMs, and shout out other teams - this embodies Gracious Professionalism and builds goodwill.
  • Tag sponsors and FIRST so they reshare you.

Stay on-brand and safe

  • Use your brand colors, fonts, and templates in every graphic.
  • Maintain a consistent voice from your brand guide.
  • Follow your school's and FIRST's media/consent policies, especially for minors. Have a mentor co-own accounts and retain login access so accounts survive graduation.
  • Keep a measured tone; everything you post represents the whole team and FIRST.

Measure and adjust

Check built-in analytics monthly. Note which posts get saves, shares, and watch time (not just likes), and make more of what works.

Key takeaways

  • Choose 2-3 platforms you can sustain and drive everything from a content calendar
  • Rotate content pillars (build, culture, competition, sponsors/outreach, education) so you never run dry
  • Stay on-brand and on-policy; tag sponsors and FIRST, engage back, and track saves/shares/watch time, not just likes

Go deeper

Lesson quiz

Required

Answer all 3 questions correctly to complete this lesson.

1.What is a core best practice for an FRC team running social media accounts?

2.Why should an FRC team tailor its content to each platform (e.g., Instagram vs. a blog vs. video)?

3.What is an effective way to grow genuine engagement on a team's social media?

Answer every question to submit.