Top-performing social media platforms like Facebook, Instagram and LinkedIn allow for targeted ads based on location, demographics, interests and more, making them unique tools for reaching prospective students effectively. In this article, we provide some key pointers for education providers and agents looking to make social media advertising an integral part of their marketing strategy. 

Identify the right platforms and audiences

The first step is determining which social platforms are most relevant for your target student profile and region. For example, Facebook may work better for mature students, whereas Instagram and TikTok tend to index higher with teenage and young adult audiences. Likewise, certain platforms are more popular in some countries than others. Building audience personas and researching platform usage in your target countries should form the basis when deciding which platforms to use. 

Design creative ads

How your adverts look will make or break a campaign’s performance. Within certain character limits, you need to convey what makes your programme or services unique, while using eye-catching images and video that align to student interests and expectations. It’s best practice to test different creative approaches to determine what resonates best with each audience and optimise accordingly. 

Optimise for conversions 

Make sure you target your campaigns around driving conversions, which for education marketing means applying for programmes or requesting more information. Do this by optimising your landing pages and including contact forms and clear calls-to-action (CTAs) to facilitate and capture student interest. Then, analyse your metrics not just for clicks and reach, but for quality leads, and continue refining your strategy based on performance. The goal here is to convert social media engagement into real enrollment growth.

Making use of social media advertising’s capabilities in a strategic, targeted manner enables international education providers and agents to expand reach, increase student engagement and gain a greater return on investment. Follow these tips to give your business the chance to stand out globally – and if you need a helping hand with your marketing efforts, don’t hesitate to get in touch with us today!

Written by Stephanie Clark