Why Higher Education Should Go All In on Paid LinkedIn and Facebook Ads in 2024

Yes, yes I know TikTok is a big thing, but let's be real. Most higher education institutions are either too scared to jump in or think they are too good for it. But Facebook and LinkedIn advertising.. that's a different story. Here's why.

The Numbers Don't Lie

Reach & Engagement: As of the close of 2022, Facebook boasts an audience of 3 billion monthly active users. LinkedIn, targeted towards professionals, claims over 800 million members. For higher ed, this is a pool of potential students, alumni, and strategic partners waiting to be engaged.

Precision Targeting

• Facebook's Audiences: No one has the data that Facebook has, it's been in the game for over 20 years. They can find who you are looking for. Period.
• LinkedIn’s Professional Filters: For your postgraduate courses or professional development programs, LinkedIn’s ability to target by profession, skills, and educational background is invaluable. It comes at a price, but the price of butts in seats is worth it.

Success Metrics Worth Noting

• North Carolina State University

The research-focused university used a mix of video ads and Facebook’s automatic placements feature to successfully lift ad recall by 21 points.

• Indiana University Online

To reach more potential students for online programs, the US university ran a Facebook lead ad campaign with a simplified ad account setup, which resulted in 35% lower cost per lead.

ROI and Engagement

• Yes, it costs more, but that's life. But here is a fun fact, Facebook ads actually does not cost more. In fact ad cost have gone down multiple times. Take a a look at the report here. If its costing you more it's not Facebook, its you. The ROI remains significant. Facebook ads for higher education institutions are clocking an average 13% conversion rate, the second highest in any industry. Meanwhile, LinkedIn ads, especially those highlighting alumni success, have enjoyed further down-the-funnel activity.

Retargeting Potential

• Almost had a student sign up but then they went MIA? Both platforms let us remind them with a nudge or maybe an invite for a virtual campus tour. The key here though is you need to create a good user expereince. Do not repeat the same message over and over.

Build a Community

• Beyond mere conversions, there's potential for community-building. Through Facebook Groups and LinkedIn's community features, schools can foster engagement. This is huge because this takes a while, we are not selling t-shirts. Allowing prospective students to interact with the current student body, esteemed alumni, and faculty. This not only promotes our institution but strengthens the brand and community ties.

In short come 2024, Facebook is still King. LinkedIn is Still King. Period.