With Generation Z and younger millennials making education decisions largely influenced by their online experiences, institutions must develop strategic approaches to these platforms. Here’s how to use social media as a top way to connect with potential students worldwide. 

Embrace new social media platforms 

While Facebook remains relevant for reaching parents, platforms like TikTok, Instagram and YouTube are generally the preferred channels for younger audiences. Short-form video content on TikTok, behind-the-scenes Instagram Stories, and in-depth YouTube campus tours allow schools to highlight their unique offerings in formats that resonate with younger students. 

Focus on creating interactive content

Static posts no longer capture as much attention in crowded feeds. Instead, it’s wise to focus on elements that encourage audience interaction, such as:

• Polls about student preferences
• Live Q&A sessions addressing application questions
• Virtual campus tours and day-in-the-life content
• Interactive quizzes that help match students to courses

Show authentic student experiences 

Nothing builds credibility like genuine experiences from current students. Encourage user-generated content by:

• Featuring student takeovers of your social media accounts
• Creating branded hashtags for students to share their experiences
• Showcasing international student journeys and success stories
• Highlighting diverse student perspectives across programmes

Today’s students can spot inauthentic marketing instantly. Develop a distinctive, consistent voice across your platforms to help build recognition and trust with your audience.

Partner with education influencers

Collaborate with relevant content creators who can authentically advocate for your institution. At Schools & Agents, we offer specialised influencer marketing packages that connect institutions with our trusted partner in the international education and travel space. 

Successful social media engagement takes strategic planning and consistent execution. Contact Schools & Agents today to learn more about how our digital marketing packages can make a real difference to your institution’s digital presence.

Written by Stephanie Clark