Michigan ISM
Turning a student club's events into posts students actually stop for, on Xiaohongshu (RedNote) for Michigan ISM at UMich.
A home base, far from home.
Michigan ISM runs trips, food nights and festivals so international students at UMich meet each other and have people to lean on — especially new students who arrive knowing no one. But they look for food, trips and friends on Xiaohongshu, not in club emails. So the account had two jobs: be worth following, then get people to sign up.
A small account, growing on purpose.
Online reach became real people: ~100 students came to the four launch-week events.
Creator dashboard, Sep 22 – Oct 21, 2026 · 96 shares · top post 3.3K views
Writing for a feed, not a notice board.
刚到UMich一个人都不认识？先来免费吃咖喱
"New at UMich and don't know anyone? Come eat free curry first."
Start with how the reader feels, then make step one easy.
原来密歇根还有这种地方！
"Wait — Michigan has places like this?!"
A trip recap written as a discovery: the top post, 3,302 views.
What, when and "free" on one cover, readable at a glance, like the launch-week calendar below.
评论DD / 私信报名
"Comment or DM to sign up"
The same red sticker on every event cover, so signing up is one tap.
Four kinds of posts, each made to be opened.
Trip recaps, short videos, event posts and food guides. For each one I pick the angle, shoot, write the title and design the cover. For videos, Claude makes the rough cut and I finish it in CapCut (a video editing app). Then I do more of what people open.
Discovery posts reached 5–10× more people than event notices. Use them to grow, then let event posts turn followers into sign-ups.