Strategic content creation through the tireless work of the marketing team at MCAO led to record-breaking engagement metrics. The number of returning viewers on Facebook achieved a 2.7% increase from the previous year. Additionally, there was a 110.2% increase with regard to engaged followers.
On Facebook, the post that received the most views, during the academic year 2024-25, compared to other UM posts, was that of Nathan Zahra Piscopo, Malta's first-ever male midwife, published on 24 July 2025. This post had 59.121 views and 1889 interactions.
Instagram also saw an increase in the number of followers. The viral post ‘The ride-or-die exam buddy energy’, published on 26 June 2025, achieved an unprecedented 4,103,811 views and over 473,000 interactions. View this post on Instagram.