Hi everyone! We’re starting off the week with more tips from our Schools & Agents Bulletin, just in case you missed out on Friday’s video update. In this edition, Bernice discusses key things to consider when creating digital content for your international school, agency or organisation across social media channels. Let’s look at some of the top highlights.

Know who you are targeting

When using social media as a marketing tool, you need to understand your target audience and what matters to them. Ask yourself: Where are my prospective students? Where are the schools or agents I'm trying to reach most active? In the field of international education, we cater to various audiences, so the content we post should be tailored to their specific interests and preferences.

Watch out for cross-posting

Many people believe in cross-posting content across different channels for convenience, but this approach may not be optimal when targeting diverse audiences. For example, students often prefer authentic, unedited content, such as testimonials or user-generated content shared by their peers. Video content is particularly powerful for engaging students directly on platforms like TikTok and Instagram. On the other hand, parents may appreciate more informative and visually appealing content, such as virtual tours, blogs, high-quality images, and educational resources, which allow them to refer back and discuss at their convenience.

Consider different social media platforms 

It’s also essential to consider the different social media platforms your target audiences are on. Parents may be more active on Instagram and Facebook, while younger students gravitate towards platforms like TikTok and YouTube. To effectively reach and engage your target audiences, you should create content tailored specifically for the platforms they commonly use. 

This final point often brings up a lot of discussion at international conferences, so we invite you to reach out to Schools & Agents if you have any questions you’d like us to address in future editions of our Schools and Agents Bulletin. Until then, stay tuned for more updates on our website and social media channels. 

Written by Stephanie Clark