Granted, it's Coach Sark - and with UT's biggest win against the No. 1 team in the country, along with Texas moving from No. 4 to No. 1 in a matter of hours, Sept. 12 was a remarkable moment for UT football.
A few things were going my way in order to pull big numbers for this post.
Coach Sark was also going viral after a fake AI video of coach Sark put his star quarterback in the middle of a controversy.
That said, I knew not to capitalize on controversy. I instead turned toward the heart of the coach and this moment and reaction you rarely hear from the man who rarely takes a moment to reflect when his life is always about gettting the win and focusing on the next one.
Here, I created a video centered on Sark's emotional and memorable reaction as he took a few minutes to soak in the significance of the moment.
The seamless video gives viewers the heart of his statement in under two minutes at 1:59, while the post points them to our link for the full analysis of why the game was particularly historic for him in a way the fans can also relate to.
What I did strategically here:
- Led with the emotional moment: Focused on Sark taking time to reflect rather than simply recapping the game.
- Created curiosity: The caption doesn't give away the full story, encouraging viewers to watch the video and visit the link.
- Used the biggest moment: Tied the content to Texas' comeback over the No. 1 team and its move from No. 4 to No. 1.
- Made it social-first: Kept the video under two minutes and built the post around a strong, shareable quote.
- Created a content funnel: Used the social video to generate interest while directing viewers to the station's full analysis in the link in bio.
- Added recognizable tagging, handles and hashtags: Tagged UT football and Sarkisian and included #HookEm to connect the post to the existing audience conversation.
- Separated the emotional hook from the deeper story: The video delivers the memorable moment; the link provides the fuller context and analysis.
