Before starting this project, I knew Acrobatics and Tumbling wasn’t one of the most recognized collegiate sports, but I didn’t realize just how much opportunity the NCATA has to grow through social media.
As a former Acrobatics and Tumbling athlete, this campaign was personal to me. I know the countless hours athletes spend training, the teamwork required to perform every skill, and the passion they have for the sport. Yet outside of the acro community, many people have never even heard of it. That realization became the inspiration behind my campaign: More Than the Mat.
One of the most interesting things I discovered during my social media audit was that NCATA already has an incredibly engaged audience. In fact, its Instagram engagement rate was higher than both STUNT and USA Gymnastics. The problem isn’t that people don’t care; it’s that not enough people know the sport exists. NCATA posts quality content, but it often focuses on competition results and awards. Those posts are important, but they’re only one part of the story.
That’s where my campaign comes in.
Instead of only showing what happens during competitions, More Than the Mat highlights everything that makes this sport special. Athlete spotlights, behind-the-scenes training, coach features, recruiting tips, educational posts, and fun short-form videos all work together to introduce new audiences to Acrobatics and Tumbling while giving current athletes the recognition they deserve. The goal is to help people connect with the athletes, not just the scores.
Another lesson I took away from this project is that successful social media isn’t always about creating more content; it’s about creating the right content. By consistently telling authentic stories and explaining the sport in an engaging way, NCATA can build stronger relationships with current followers while also reaching future athletes, families, and fans.
At the end of the day, this campaign is about much more than increasing followers or boosting engagement. It’s about growing a sport that deserves to be seen. Every athlete deserves the chance to have their story told, and every young gymnast or cheerleader should know there’s an exciting collegiate opportunity waiting for them. If social media helps even one future athlete discover acrobatics and tumbling, then this campaign has already made a meaningful impact. That’s what makes More Than the Mat more than just a social media campaign; it’s an opportunity to help the sport continue to grow for future generations.