Last Updated on March 24, 2025
Always wanted to study in the USA or Europe? Well, schools there want you too and are increasingly using platforms like Instagram, TikTok, and YouTube to let you know it! Realizing that prospective students of today are undoubtedly glued to one device or another, higher education recruiters are looking to entice them through various social media platforms.
Clearly, having international students in American college and university classrooms creates diversity and brings a global perspective to their campuses. While Facebook remains an important venue for student interactions, there’s a significant shift towards short-form video content on platforms like TikTok, Instagram Reels, and YouTube Shorts.
According to recent trends, by 2025, more than 90% of companies, including educational institutions, are expected to use video for marketing purposes7. This shift reflects the growing importance of engaging, concise, and visually appealing content in capturing audience attention in a fast-paced digital world.
Online marketing is crucial not only for businesses or nonprofits but also for educational institutions. To generate interest in your school and the programs you’re offering, it’s essential to have a strong presence across various social media platforms and optimize for search engines5. Once you’ve captured people’s attention, they’re likely to visit your website for more information.
Key Strategies for Educational Institutions in 2025
- Embrace Short-Form Video Content: Create engaging campus tour videos, student testimonials, and faculty introductions using platforms like TikTok and Instagram Reels.
- Leverage AI-Driven Personalization: Implement AI-powered chatbots on platforms like Facebook Messenger and Instagram to provide instant responses to student queries.
- Utilize Influencer and Student Ambassador Programs: Partner with micro-influencers and student ambassadors to create authentic content that resonates with potential applicants.
- Focus on Hyper-Local Targeting: Use community-based platforms like Facebook Groups to connect with prospective students in specific regions.
- Optimize for Social SEO: Enhance visibility and engagement by aligning social media content with search engine optimization strategies.
By implementing these strategies, educational institutions can effectively reach and engage with potential students, ultimately boosting enrollment and creating a diverse, global campus community.