Both campaigns ended up using Instagram for all of their posts. In total, they made 52 posts, and every single one was on Instagram. They did set up accounts on other platforms like TikTok and Snapchat, just in case, but those accounts never got used. The biggest reason was that Instagram is simply the most popular social media app among high school students. Most students at Masterman already had Instagram and checked it every day. They used it to keep up with friends, follow celebrities, and see what was happening in school. Because students were already on Instagram all the time, it made sense for campaigns to meet them where they already were. Posting on Instagram meant students could see campaign updates without having to go out of their way to find them.

Another reason was that other clubs and groups at school also used Instagram to share information. The student associations, sports teams, and various clubs all posted announcements on Instagram. So, students were used to getting news this way, so they knew to check Instagram for updates about the mock election too.

The campaigns also thought about what kinds of content worked best on Instagram. They used both regular photo posts and short video reels. Posts were great for sharing clear information, like where candidates stood on issues or when the next event was happening. They were easy to make and easy for students to read quickly. Reels were better for grabbing attention and showing a more personal side of the candidates. Reels could show candidates talking directly to voters, trendy methods, or funny but informational videos.

In the end, the campaigns posted 29 photo posts and 23 video reels. They used more photos because photos were faster to make and easier to update, but they also made sure to include plenty of reels because videos tend to get more views and can feel more personal.