Reading, writing and reaching out: How a killer social media strategy can help educators attract the next cohort of learners!
Cool Blue Brand Communications
A full-service brand communications agency. #PR #Comms #Brand #Strategy #Design #ContentMarketing
Attracting students to your institution used to be a fairly simple thing – put together a good prospectus, send it to careers libraries and wait for the applications to come rolling in.
These days, it’s not so straightforward.
Whether it’s schools, colleges or universities, engaging and attracting students to enrol – and keeping them motivated and stimulated while they’re studying – is a full-time job.
While prospectuses – whether printed or digital – still have their place in the modern education marketing mix, they’re very far from the be-all and end-all.
In education, as in all sectors, you have to go where your audience is and, more than ever, that audience is online and particularly on social media.
A 2020 Government survey found that 99% of all 16-24 year olds in the UK had been on social media in the previous 12 months while in 2024, a survey by online data platform Soax found that 16-24 year olds spend up to three hours per day on social media.
There’s little surprise then that digital engagement, particularly on social media, is a key driver of decision-making which makes using the platform vital for education institutions.
A well-planned social media content strategy can ensure institutions connect with their target audience effectively, showcase their strengths and build an engaged online community. With platforms like Instagram, TikTok, LinkedIn and X (formerly Twitter) playing a significant role in shaping perceptions, institutions that fail to harness social media risk losing out to more digitally savvy competitors.
Why a social media content strategy matters:
1.?Reaching prospective students where they are
As outlined above, research shows that Gen Z students (those born between 1997 and 2012) and Gen Alpha students (born from 2013 onwards) use social platforms for discovery, research and engagement.
As a result, schools and colleges that create compelling, relevant content can capture their target student market’s attention at critical decision-making moments.
2.?Building a strong brand
A social media content strategy helps education institutions define and control their narrative and is a great way to get across those key messages about what they do and how they do it. By consistently sharing success stories, academic achievements, student experiences and extracurricular opportunities, institutions can differentiate themselves in an increasingly competitive landscape. If you don’t do it, you can guarantee that your rivals will!
3.?Encouraging engagement and interaction
Beyond broadcasting information, one of the best features about social media is that it fosters two-way communication. Engaging content - such as Q&A sessions, live virtual tours and student takeovers – allows prospective learners to interact with current students and staff, creating a more personal connection to the institution.
4.?Driving applications and enrolment
A structured content strategy ensures that key enrolment dates, open days and application deadlines are effectively communicated. Institutions that create engaging content around these events can increase participation and drive conversions.
So these are some of the reasons why a social media strategy is important, but how should such a strategy be carried out?
Engaging successfully on social media:
Here are some of our suggestions for successful social media engagement.
1. Student-centric content
Peer recommendation is a powerful force, particularly on social media. Education institutions should work with their student population to create authentic social media content which speaks directly to potential learners from actual learners across different platforms.
To avoid falling into the same trap, education institutions should work with their student population to create authentic social media content which speaks directly to potential learners from actual learners across different platforms.
Some of the themes to consider include:
Not only will your content be more relevant but also, because prospective learners trust peer recommendations over institutional marketing (TikTok > prospectus) they are more likely to consider your institution as a prospective future home for their continued learning.
One example of this is how Middlesbrough College frequently features student-led content on its Instagram and TikTok accounts, giving prospective students an authentic insight into College life.
2. Platform-specific strategies
Social media isn’t a ‘one size fits all’ medium so your strategy shouldn’t simply consist of repeating the same content across all the different platforms.
Different social media platforms serve different purposes, and content should be tailored accordingly:
Some of the content which results from this approach may raise the odd eyebrow amongst older members of the faculty, but providing you work closely with student content creators and provide suitable guidelines, you will get quality content which speaks directly to your target audience.
3. Interactive and engaging content
Social media is a two-way street: it thrives on interaction. As a result, when considering content for your social media outreach strategy, you should prioritise engagement-driven content such as:
4. Clear calls to action (CTAs)
There’s enough pointless content on the internet already (hello cat videos!) without you adding to it. Every post which you put together should have a clear purpose, whether it’s directing users to sign up for an open day, download a prospectus or engage in a conversation. Such well-placed Calls to Action (CTAs) drive engagement, interest and, ultimately, conversions into enrolment.
5. Data-driven decision making
Don’t just throw your content out there – check if it’s actually doing what you want it to do. A successful social media strategy requires ongoing analysis so schools, colleges and universities should track metrics such as:
By analysing data, you can refine your approach, focusing on content that resonates most with your audience.
6. Social media advertising
You can’t always expect potential learners to be following your educational institution on social media – and this is where a targeted advertising campaign can really pay off.
Set your budget, target your content at the key audiences you’re looking to attract, craft your most compelling messages and start your ad campaign. Again, make sure you’re monitoring those crucial metrics to see that your work is having the desired effect and you could well be surprised by the results.
At Cool Blue, we used a social media ad campaign as part of a successful push to get young people to apply for a pioneering cyber-security apprenticeship for FTSE 100 mining giant Anglo American – check out how we got on by clicking here.
A well-structured social media content strategy is essential for schools, colleges and universities to attract and engage the next generation of learners. By leveraging student-led content, platform-specific strategies, interactive posts and data insights, institutions can stand out in an increasingly competitive education sector.
The key to all of this is authenticity, engagement and consistency – meeting prospective students where they are and giving them a compelling reason to choose your institution.
At Cool Blue, we have extensive experience advising education organisations of all kinds on social media strategies that really chime with students…and their parents.
Get in touch to find out more about what we can do for you!