In today’s educational landscape, institutions are facing significant challenges in attracting new students. While social media isn’t a magic solution, it can play a crucial role in boosting enrollment—or it can have the opposite effect if not used effectively. In the digital age, prospective students and their families often explore the social media profiles of schools and universities they’re considering.
Before diving into paid advertising to boost enrollment, it’s essential to first harness the power of social media to organically showcase what makes your school unique. One effective approach is to regularly feature students, faculty, and staff on your channels.
Ask yourself, are your pages showcasing the real faces and stories of those who make up your community? Do they reflect what it’s like to be a part of your institution—whether it’s student life, academic achievements, community involvement, or the overall campus culture? If the answer is no, potential students might struggle to picture themselves as part of your community.
Across the education sector, we consistently see higher engagement on posts that highlight real people and their experiences. These posts not only resonate more with your audience but can also inspire your students, parents, staff, and alumni to become advocates for your institution on their personal social channels. Their likes, comments, and shares will help expand your reach, introducing your brand to new audiences who might not have otherwise considered your institution.
The benefits of featuring your people on social media go beyond just boosting enrollment. Your social media advertising dollars won’t go as far if potential students and their parents visit your channels and get no sense of what life is like at your school.
Once you have a solid foundation of organic content, it’s time to invest in paid efforts to further enhance your enrollment strategy. As platforms like Facebook and Instagram increasingly prioritize paid content, it’s crucial to allocate a budget to ensure your posts reach the right audience. For example, if your institution is promoting a new program, supporting your post with advertising dollars can help ensure it reaches prospective students and their parents who are actively searching for educational opportunities. Once they click to learn more, they’ll be exposed to your school’s overall feed, giving them a comprehensive view of your community and culture. This positive impression can be the deciding factor in their enrollment decision.
A common mistake schools make when preparing social media content for enrollment is relying on stock photography. Avoid this inauthentic approach—it rarely resonates with potential students. Instead, showcase your people, your campus, and the vibrant life at your institution. Allow prospective students and their parents to picture themselves there.
When creating content that features your community, be mindful of diversity and inclusion. For example, if you’re highlighting a specific program or activity, ensure that it accurately reflects the diversity of your student body.
Finally, identify your institution’s strengths—whether it’s a strong sense of community, exceptional academic programs, or robust support services—and make these the focal points of your social media content. By telling these stories authentically, you’ll create compelling reasons for prospects to choose your school.