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EOC’s Instagram page attracts 3,000+ followers and 20,000 interactions within four months of launch
Within four months of its launch on 27 September 2021, the EOC Instagram’s profile “平．常．事 EO Matters” has reached over 480K users, garnered over 3,000 followers, and attracted nearly 20,000 interactions, including likes, shares, comments and saves. Not only does the audience size outshine that of comparable organisations, but also the majority – over 90% – are aged 13-34 and nearly 40% are aged 24 or below.
The data clearly demonstrate that the EOC is accomplishing the goal it set out to achieve, that is, to modernise the message of equal opportunity and engage the younger generation through a proactive use of social media.
The success can be attributed to a strategic curation of eclectic and original content, from impactful photos of marginalised communities (#HumansofHongKong) to fun facts (#LessonsinEO) and event recommendations themed around diversity and inclusion (#CityHappenings).
To hype up the buzz around the launch, the EOC has been collaborating with veteran sports and news photographer Brian CHING to produce portraits of underrepresented communities. Six have been released on the platform to date, including a Hong Kong-born firefighter of Pakistani descent, the first female engineer to be promoted to Project Manager at a local renowned contractor, and a single mother living with depression and finding solace in photography.
Netizens have also shown a strong liking for the knowledge the EOC shares on the platform in the form of bite-sized explainers, such as how Braille works and the meaning of the different patterns found in tactile pavements. Newsjacking content calling for an end to gender stereotypes has generated meaningful dialogue as well.
Follow EOC on Instagram now and stay tuned for more to come!
