In today's interconnected world, a robust digital marketing strategy is no longer a luxury but a necessity for higher education institutions. Understanding social media usage statistics is paramount to effectively reach prospective students, engage with alumni and build a strong brand presence. Let's dive into some key social media usage statistics that should inform your higher ed digital marketing efforts.
Which digital platforms are worth your time?
#1. 89% of Gen Z social media users are on Instagram, 84% are on YouTube and 82% are on TikTok, making these the most popular platforms for the majority of prospective college students.
What types of content do young adults prefer?
#2. On their top two most-used channels, Instagram and YouTube, Gen Z is most likely to engage with brand posts that include video or static images.
#3. On YouTube specifically, young people are looking for long-form content (over 60 seconds) and brand-influencer collaborations.
#4. Regardless of format, the characteristics Gen Z cares about most in brand content are authenticity, entertainment and reliability.
#5. Per Gen Z, the originality of a brand’s content is one of the most important factors that makes an organization stand out on social media.
“It's never too late to try authenticity.”
– MIRANDA DEVINE
Is working with social media influencers worthwhile?
#6. Influencer trust is growing among young consumers. Nearly 40% of Gen Z consumers trust influencers more than they did a year ago.
+ Learn how to use one of the top student recruitment strategies today.
Should organizations take a public stance on social and political issues?
#7. Only a quarter of consumers say the most memorable brands speak about causes and news that align with their values. But the vast majority of Gen Z consumers expect influencers to take a stand on social issues.
Is participating in viral trends a good idea?
#8. 54% of Gen Z social media users say it’s cool when brands jump on viral trends, while 46% say it’s embarrassing or only effective when done in the first one to two days of a trend’s lifecycle.
What about AI-generated content?
#9. While only 37% of consumers say they’re more likely to be interested in a brand who uses an AI influencer, this rises to 46% among Gen Z.
+ Discover the transformative impact of AI on business marketing and strategy.
Is a school’s social media presence really that important?
#10. Nearly 90% of Gen Z say a brand’s social media presence has a growing impact on whether or not they trust the brand.
+ Discover five social media marketing strategies to increase college enrollment.
The landscape of social media is constantly evolving. By keeping a pulse on social media usage statistics and adapting their higher ed digital marketing strategies accordingly, institutions can effectively connect with their target audiences, build meaningful relationships and thrive in the digital age.
See our complete guide: Recruiting Students – A Marketing Plan to Increase College Enrollment.
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
