13 Proven Social Media Marketing Strategies for Universities

Social media has become a massive part of our lives worldwide.

People use platforms like Facebook, Instagram, Twitter, and TikTok to connect with friends, share experiences, and discover new things.

As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes daily.

Through strategic social media marketing, educational institutions can increase their visibility, attract prospective students, and enable meaningful connections with their audience.

Social media helps universities showcase what everyday life would really be like and deliver authenticity via content, meaning real people posting real things.

Social media marketing for higher education has a lot of potential.

But it can be hard to know where to start.

In this blog, we will explore the 10 best strategies with examples to get started and leverage different channels to attract prospective students, boost engagement, and increase visibility.

Quick Takeaway

In today’s rapidly evolving digital landscape, maintaining a robust presence on both established and up-and-coming social media platforms is more critical than ever. This ensures that you reach prospective students on their preferred channels while also staying ahead of shifts in user behavior.

• Staying active on both established and emerging social media platforms is essential to reach diverse audiences and stay ahead of the competition.
• Live virtual campus tours leverage video marketing to give prospective students an immersive experience and showcase your campus highlights.
• Location-based targeting ensures you connect with the most relevant audience, increasing engagement and enrollment opportunities.

What is Social Media Lead Generation?

Social media lead generation for colleges and universities involves finding people who are interested in what a school offers. These interested leads might not be ready to enroll later, but they could be in the future.

Social media lead generation aims to build a pipeline of qualified leads that can be nurtured and converted into enrollments.

It involves using various strategies, such as content marketing, advertising, and engagement tactics, to capture users' interest and encourage them to provide their contact information or take further action, such as visiting a website or filling out a form. 

How to Use Social Media to Promote Your University or College

The highly diverse and digital-native, characterized by their fluency in technology, Gen Z prefers social media platforms that offer visual, interactive, and short-lived content.

Therefore, being active where your audience is already engaging puts your institution in front of them.

Unlike the trends of Boomers and Millenials, Gen Z uses social media for two primary purposes: entertainment and communication.

While Gen Z appreciates authenticity and humor, they also value content that aligns with their interests and beliefs.

Here’s a data-driven insight from the Pew Research Center for different social media platforms:

1. YouTube

As the most popular online platform, 83% of U.S. adults use YouTube.

This makes it a powerful tool for reaching a broad audience through engaging video content.

Universities can leverage it for virtual campus tours, student testimonials, and educational videos to connect with potential students.

2. Facebook

While 68% of U.S. adults use Facebook, it's especially useful for reaching older audiences like parents or alumni.

Colleges can post updates, share events, and engage with prospective students and their families through a mix of posts, live events, and group interactions.

3. Instagram

About 47% of U.S. adults use Instagram, making it ideal for visually driven content.

Universities can share vibrant campus photos, student life stories, and behind-the-scenes moments.

It’s especially effective for reaching younger audiences who value visually appealing posts and engaging stories.

4. TikTok

With 62% of 18-29-year-olds on TikTok, this platform is a goldmine for reaching prospective students.

For today’s college-bound Gen Z, the decision on where to go to school isn’t just about academics or location anymore.

It’s more about how well campus life will shine on TikTok.

When choosing higher education, Gen Z is looking for schools that double as creative hubs.

They want campuses that inspire authentic and fun TikTok content, showcasing creative videos, engaging activities, and vibrant campus life.

As a result, education brands that understand this desire for shareable experiences and visual appeal are capturing their attention.

Here’s what’s driving this trend:

1. Campus Life Through a TikTok Lens

As aesthetics matters to Gen Z, they want a campus that not only looks great in real life but also photographs well.

From picturesque quads to dorm room setups, the visual vibe of a school is a big factor.

Similarly, the teens are scrolling through TikTok for college inspiration, checking out hashtags to get a feel for schools without setting foot on campus.

2. Influencers Leading the Way

For students with a high number of followers, campus life isn’t just about studying. It is about documenting and factoring in how campus life can feed their content schedules.

With the mindset of earning big before college, these school influencers make thousands from single sponsored videos.

Based on a 2024 survey, 57% of Gen Zers aspire to become influencers. College is now a place where they can study, socialize, and create content that pays the bills (or tuition).

3. A New Tool for College Selection

With virtual vibe checks, TikTok content provides a behind-the-scenes look at campus life.

Moreover, while reconsidering applications, advisors are noticing students changing their college choices based on what they see on TikTok.

It means that prospective students use these glimpses, like library stress levels, cafeteria vibes, or quad activities, to assess if they’d fit in.

As a result, TikTok has become a virtual campus tour and a way to experience schools indirectly.

For many Gen Z students, being an influencer is more than a hobby; it’s a potential career.

In short, TikTok isn’t just a platform for dance trends; it’s shaping how the next generation approaches higher education.

For colleges, it’s a signal to focus not just on academics but also on creating a vibrant, camera-ready campus life.

13 Social Media Marketing Strategies With Examples from Colleges & Universities

1. Use Social Media AI Chatbots to Message Your Users
2. Create a Content Marketing Strategy to Bring in the Right Students
3. Quickly Adopt New Social Media Platforms
4. Boost Your Post Engagement With Branded Hashtags
5. Feature UGC to Attract More Eyeballs to Your University
6. Conduct Live Events to Improve and Enhance Interaction
7. Increase Visibility & Reach With Live Campus Virtual Tour
8. Leverage Your Alumni for Word of Mouth Marketing
9. Run Paid Social Media Ads to Drive Traffic & Generate Leads
10. Play to Specific Platform Strengths
11. Don’t Just Post on Social Media; Engage With The Audience
12. Use Snapchat Filters for an Immersive Experience
13. Collaborate With the Right Influencers For Maximum Impact

Here’s a closer look at the best social media marketing strategies with examples that colleges and universities can implement to attract more students and boost engagement.

1. Automate Your Messaging Channels With Social Media AI Chatbots

AI technologies have empowered universities with new tools to enable and drive student success by personalizing outreach and connecting with students.

The AI chatbot learns everything from data accumulated from human-to-human dialogues. The more data it is fed, the more effective it is.

Here's an example of how the University of People integrated an AI chatbot with its higher education social media strategy to guide interested applicants through a series of content and answer any questions they might have about the University.

Before this, the University faced problems as students came to its Facebook page and asked questions.

Still, it would sometimes take multiple messages and a few hours to tell prospective students about its programs and guide them fully.

Facebook chatbot enabled the University to communicate instantly with the students to determine if a student met the required requirements to apply and to funnel for lead generation.

The University experienced a lower cost per application than its traditional Facebook lead generation campaigns.

Source: UoPeople

2. Create a Content Marketing Strategy to Bring in the Right Students

There are tons of formats you can use for your social media content.

Once you start tracking which posts (text-based, link-bearing, video-based) get the most engagement, you must create more of them.

Facebook is an important platform for university social media strategy. With 3 billion active monthly users, it is the most used social network worldwide.

For example, the University of Iowa highlights job placement statistics for its College of Law graduates by sharing the statistics emphasizing the popularity of graduates staying within the state.

This post attracts prospective students and reinforces the institution's reputation for producing successful graduates.

Source: University of Iowa

Remember that stories are a great feature for creating content with 2 million global active users.

For example, Colorado State University posts high-quality photography, IGTV videos, reels, highlights, and stories on Instagram.

It includes informative reels showcasing study spots and captivating posts with beautiful photography directing users to their bio for more details.

Source: CSU

3. Quickly Adopt New Social Media Platforms

Gen Z moves fast, and so do their social media habits.

Therefore, for colleges and universities, staying relevant means being an early adopter of emerging platforms.

With that being said, creating a presence on new platforms before they become saturated, education brands can establish authority and connect with this audience in fresh ways.

For example, adopting TikTok early allowed many universities to share campus life creatively and gain traction with prospective students.

One great example is the University of Illinois Urbana-Champaign (UIUC) and its early adoption of the new platform Bluesky, a decentralized social media network gaining traction among younger users.

Source: University of Illinois Urbana-Champaign (UIUC)

Moreover, the University used Bluesky to engage with Gen Z, share campus updates, promote student stories, and engage in real-time Q&A sessions with prospective students.

4. Boost Your Post Engagement With Branded Hashtags

Hashtags are an important part of social media strategy for educational institutions as they enhance visibility, engagement, and brand recognition.

Create a unique hashtag for your university that no one else is using. Make sure it’s specific to your education brand.

Then, encourage students to use the hashtag on their social media as it makes it easier for Gen Z users to discover and search for them.

Ask students to post photos with the hashtag when they get their acceptance letters, attend sporting events, or participate in campus activities.

Once students start using the hashtag, you can easily find their posts by searching for them. You can then share their content on your social media by re-posting or using it in your stories.

Here are some tips that can help you create a hashtag for your university:

• Keep it short, simple, and memorable
• Ensure relevance to your audience and university
• Integrate your university name
• Maintain consistency across all social media accounts
• Research to ensure uniqueness and availability

For example, the University of Buffalo leverages hashtags consistently from all official UB accounts.

#UBuffalo is UB’s primary hashtag, and they use this hashtag on ALL posts to reach our UB community.

#UBhornsUP is UB’s spirit hashtag, and they use this for athletics posts or to convey pride.

#UBTrueBlue is our community hashtag, and they use it to convey pride as a member of the UB community.

5. Feature UGC to Attract More Eyeballs to Your University

Utilizing user-generated content (UGC) is a powerful strategy for universities to showcase authentic campus life, engaging current and prospective students, faculty, parents, and alumni.

UGC makes content more authentic. It provides a glimpse of campus experiences, attracts prospective students, and creates an emotional appeal.

For example, Clemson University has an Instagram account, ‘ClemsonStudents,’ where current students and alumni post images and videos.

The University leverages user-generated content (UGC), showcasing authentic experiences and testimonials. These heartfelt captions from the students attract more eyeballs to the University.

Source: Clemson Students

The authenticity of the user-generated content at your social media marketing touchpoints makes campaigns more transparent and impactful, which cannot be created with paid promotions.

Here’s another example of the University of Albany TikTok; they have launched a social media ambassador program to generate positive buzz about the campus experience and serve as a valuable asset to our communication efforts.

Source: University of Albany

6. Enhance Interaction & Experience With Live Events

Videos are appealing for showcasing your event's vibe, theme, and excitement. 

Think of your event content as a story waiting to be told that captivates, intrigues, and resonates with your target audience.

During the live streaming events, it is important to be attentive to the audience's comments.

Moreover, repurpose your live event recording into bite-sized video clips, blog posts, or social media snippets to extend the reach and maximize its value.

Here's an example of the University of Florida live streaming "Florida Gators Football Press Event," on its Facebook page, engaging its audience in real-time and developing a sense of community among fans and followers. 

Engages its audience in real-time, providing access to exclusive content and fostering a sense of community among fans and followers.

This approach allows the university to extend beyond physical attendees and reach a broader audience.

Source: University of Florida

7. Increase Visibility & Reach With Live Campus Virtual Tour

Virtual campus tours and live-streaming amenities are important to social media marketing for educational institutions.

It helps universities showcase their campus facilities, academic programs, and student life experiences to a wider audience, including prospective students and their families who cannot visit in person.

Live tours provide an interactive and immersive way to interact with the audience in real-time, answering questions and providing personalized insights that help attract and retain students.

Moreover, sharing these tours on social media further amplifies their reach and impact.

For example, Grand Canyon University offers a live video stream that allows prospective students and parents to view the campus in real time, led by a dedicated tour guide.

It provides a 360-degree view of highlighted locations across campus.

Source: GCU

8. Collaborate With the Right Influencers For Maximum Impact

Influencers, who typically have a large following and influence within specific demographics or niches, help universities reach and engage with their target audience more effectively.

The type of influencer chosen should align with the university's goals and audience, whether they are alumni, current students, faculty members, industry professionals, or social media personalities with interests relevant to the institution's offerings.

Influencers have a dedicated following that trusts their recommendations. As a result, it helps universities tap into this existing trust and credibility and maximize reach.

Here’s an example of the University of Michigan Law School conducting an online podcast with Jon Stewart, comedian, talk show host, and political influencer, to discuss a certain topic.

It attracts attention and engages a wider audience, including prospective students and alumni.

Source: UoM Law School

9. Leverage Word-of-Mouth Marketing Via Alumni

Alumni create a buzz that can inspire others by talking about their time at school, what they've achieved since graduating, and why they're proud of their alma mater.

It's like spreading the word about how great their university is and a great way to boost social media strategy for universities. These stories help show how unique the university is and why it's worth being a part of.

So, when people see these posts, they get excited and may want to learn more or even join the university themselves.

For example, the University of New Hampshire has created UNHTales, which focuses on students sharing their experiences via images and videos.

They speak authentically about their university experiences, creating genuine narratives that resonate with prospective students and the wider community.

Source: UNHStudents

10. Run Paid Social Media Ads to Drive Traffic & Generate Leads

Running paid ads on social media helps universities get more people to visit their websites and show interest in what they offer.

These ads can be pictures, videos, or forms people can fill out to learn more.

Universities can tell them about their programs, events, and deadlines by showing ads to specific groups of people, like students or parents.

It's like putting up signs where the right people are most likely to see them, helping universities get noticed by those interested in what they offer.

For example, Imperial College London runs ads on Facebook to promote its MSc Advanced Material Sciences program 2024.

These ads appear on Facebook timelines and in users' feeds, targeting individuals interested in pursuing advanced studies in material sciences. The ad encourages them to learn more about the program and apply.

Source: Facebook

11. Use Snapchat Filters for an Immersive Experience

Using Snapchat for higher education marketing can make university experiences more fun and interactive.

It offers filters with AR and VR features that lets students explore campus virtually, try out different activities, or even "wear" university gear in their snaps.

It's like bringing the university campus to life right on your phone, making it easier for students to feel connected and excited about their school.

With a mix of creativity and a love for their campus, the University of Michigan launched the ‘Let's Go Blue Lens’ Snapchat filter to engage students in a fun way.

This filter is customized with university-themed graphics and slogans, reflecting the spirit and pride.

When students use this filter on their Snapchat photos or videos, they can show off their love for the university and share their campus experiences with friends.

Source: Snapchat

12. Play to Specific Platform Strengths

Social media isn’t one-size-fits-all, and each platform comes with its own unique strengths.

Universities that tailor their content to fit these strengths can better capture the attention of Gen Z.

Instead of repurposing the same post across platforms, successful institutions think about how to engage audiences differently on TikTok, Instagram, LinkedIn, and others.

Take TikTok, for example. This platform thrives on short, engaging videos that feel authentic and fun.

On the other hand, Instagram is all about aesthetics and community interaction, making it perfect for sharing beautiful campus shots, event highlights, and interactive polls or stories.

Meanwhile, platforms like LinkedIn play to professional aspirations, appealing to students who want to see the practical value of their education.

13. Don’t Just Post on Social Media; Engage With The Audience

Gen Z values interaction over one-way communication. Simply posting isn’t enough, you need to actively engage.

This means actively interacting with your audience through comments, direct messages, and interactive content like polls or Q&A sessions.

For example, the University of Iowa conducted a live session where teachers opened letters written by students for them.

Source: Instagram

This heartfelt and interactive approach shows the bond between students and faculty, resonating with viewers.

Moreover, the live format allowed real-time engagement as students and alumni shared their reactions in the comments, developing an emotional connection with its audience.

What content to post on social media to promote your higher education brand?

Content forms the core of social media strategy.

That's why knowing what to post on each social media platform is important.

Well, that all depends on you and your audience.

Researching trending topics and keywords relevant to the industry helps craft content that resonates with the audience.

If you need a good place to start, consider the following types of content to post on social media platforms:

1. Short-form video storytelling

Short-form video is video content that’s 5–90 seconds in duration.

TikTok, Instagram Reels, and YouTube Shorts are great for prospects who want to be interested in quick information.

Even though the videos are short, they must tell a compelling story and have a clear narrative flow.

Source: YouTube

Going viral with short videos can be as simple as pointing a camera (or smartphone) at someone saying something interesting.

That's what happened with this YouTube Short featuring UCSF professor Robert Lustig, who gave a talk on his research about how added sugar affects Metabolic Syndrome.

Remember, your faculty members are an excellent source for short video content.

2. Showcase Your Campus with Photos

According to a study, users share 6.9 billion images on WhatsApp daily, 3.8 billion on Snapchat, 2.1 billion on Facebook, and 1.3 billion on Instagram.

With so many images being shared every day, it’s clear that people love visual content.

Therefore, sharing photos of your college or university on social media is a great way to connect with your audience.

Source: Facebook

The University of San Francisco’s post for Move-in Day is a great example of how to combine stats with photos to create engaging content.

They shared exciting stats about their incoming Class of 2028, highlighting 1,307 students from 41 states and 56 countries and that 38% are first-generation college students.

It gives a snapshot of the diverse community and builds excitement, making it relatable and engaging for students and parents.

3. Impactful alumni narratives

When prospective students research colleges, they often feel nervous about their future.

Hearing alumni share their college experiences and career successes can inspire and reassure them, helping your enrollment efforts.

Source: X (formerly Twitter)

The University of Michigan is creating a community space just for alumni.

They have a dedicated account on X @michiganalumni, where they regularly post alumni achievements to build a strong “Wolverines” community.

4. Informative Webinars for New Students and Parents

Webinars, recorded or live, can be shared on social media because they offer valuable, in-depth information for prospective students and parents.

Northwestern University, for example, conducted a live webinar to cover topics such as academic programs, student life, campus resources, and information for new students.

Source: Facebook

5. Showcase Campus Happenings

You can post content to give a sneak peek into everyday life on campus.

Doing this allows you to show what your college has to offer and how your campus stands out from competitors in an engaging way.

For example:

• Take a picture of the most favorite place on campus and share it
• Create a video of where students spend the most time on campus
• Share a photo of the most favorite professor

Source: Instagram

Like the University of Texas at Austin, you can share a mix of videos and static images in a story series showcasing your campus and its distinct characteristics.

Challenges to Higher Education Social Media Marketing 

Although social media is being used as a marketing trend in higher education, there are certain challenges that restrict marketers from what they can achieve.

Here is a list that marketers should plan for:

1. A decline in engagement and conversion rates of social media audiences 
2. The imperative needs to stand out from competing universities 
3. Engagement on a consistent basis causes time loses 
4. A constant need to develop creative content magnets for students 
5. Mitigating social media & PR disasters
6. Need to consistently improve social media marketing strategies 

Conclusion 

We hope you now have a better understanding of social media marketing for higher education institutions.

Social enterprise marketing has fast become a major tool in the enrollment marketers' arsenal, simply because of its massive global reach. 

However, for many institutions, creating and executing a successful marketing campaign can be a daunting task, requiring a significant investment of time and resources.

In such cases, one option to consider is partnering with a specialized higher-education marketing agency.

These agencies have the expertise and resources to help universities and colleges create and implement effective marketing campaigns that drive results.