Boosting Three Dog Bakery’s Social Media Presence Through Short-Form Vertical Videos

<p>This professional project explores how consistent, short-form vertical video content can enhance the social media performance of Three Dog Bakery, a boutique pet store in Columbus, Georgia. As the bakery’s social media manager, I implemented a one-month video campaign using storytelling-based, behind-the-scenes videos featuring the owner and the baking process. Drawing on transformational message strategy and best practices in social media marketing, the campaign aimed to increase reach, views, engagement, and viewer retention on Instagram.</p> <p>Throughout the campaign, six videos were posted and various strategies were tested, including optimal posting times, video lengths, and hooks. Results showed a 45.4% increase in video views and a modest 5.9% increase in reach, though engagement and viewer retention declined slightly over time. Notably, the first three videos—posted earlier in the campaign and structured as a series—outperformed the latter three stand-alone videos. While this suggests that serialized storytelling may foster greater anticipation and community connection, it's also possible that the earlier timing of those videos contributed to their stronger performance.</p> <p>This project demonstrates that while short-form vertical videos can effectively boost visibility and engagement, content variety, optimal pacing, and strategic planning are essential for sustaining audience interest. The findings offer actionable insights for small businesses seeking to humanize their brand and grow their online presence through social media video content.</p>

Name thesis:degree_name

Communication - Integrated Media Track

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Communication Department

Year

2025

Author dc:creator

• Litz, Mary

Contributors dc:contributor

• Nili Cimand
• Chris Robinson
• Adam Bova

• Three Dog Bakery
• Columbus
• Georgia
• Social Media Performance
• Advertisement
• Audience Retention
• Communication
• Public Relations and Advertising
• Social Media

Language dc:language

English

Repository record dc:identifier

https://csuepress.columbusstate.edu/theses_dissertations/740

OAI identifier oai:identifier

oai:csuepress.columbusstate.edu:theses_dissertations-1729