When it comes to making the decision of where to attend college, students are looking for authenticity. They want to know that they are choosing the right school for them and that their investment will be worth it. Any school can say what they want about themselves but real-life testimonials from actual students, visitors, and influential people are far more impactful. In this digital age, higher education institutions can promote this sense of authenticity about their school by utilizing user-generated content and influencer marketing.

Keep reading to learn more about what user-generated content and influencer marketing are and how colleges and universities can use them to better connect with their current and prospective students and ultimately, increase enrollment rates.

User-Generated Content and Higher Education Marketing

User-generated content (UGC) refers to any type of content that is created by real people rather than the brand itself, that is shared publicly. This can include reviews about the college experience, blog and social media posts, photos and videos taken on campus, and more. UGC has become an incredibly popular marketing tactic in recent years because it allows brands to genuinely connect with their customers. 

For higher education institutions, UGC provides a unique opportunity to gain insight into the student experience. It can also be used as leverage in recruitment campaigns. By highlighting positive user-generated content on their websites and social media profiles, universities can demonstrate how students are thriving at their schools and encourage more prospective students to apply.

Influencers and Higher Education Marketing

In addition to user-generated content, influencer marketing is another powerful tool that colleges and universities can use to reach potential students on a deeper level.

An influencer is someone who has a large following on social media and who is seen as an industry expert or thought leader. Influencers have built-in networks of followers that trust them and look to them for advice or guidance. Influencer marketing involves partnering with these influential figures in order to promote a brand or product.

For colleges and universities, having an influencer share their experiences about an institution will help generate positive buzz about their schools. Pairing up with a trusted influencer creates a more favorable image and a sense of authenticity around a brand and in the case of higher education institutions, will help attract new students.

Additionally, universities can leverage their strong relationships with the student community to spread awareness of their programs and campus offerings. They can also run contests and giveaways to drive engagement and encourage more people to apply.

UGC and Influencer Marketing

By using both user-generated content and influencer marketing, higher education institutions create an engaging online presence that promotes the genuine student experiences that make their school unique. This will not only draw more students to their institution but also give them a chance to build more meaningful relationships with their current and prospective students.

Why UGC and Influencer Marketing are Effective

These types of posts are highly valuable because they are honest and real – they provide potential students with an insight into what life at the school is really like from those who have already experienced it.

Overall, UGC and influencer marketing are both effective tools for higher education institutions looking to build trust with prospective students. UGC allows schools to authentically showcase the student experience at their school, while influencer partnerships enable them to tap into existing trusted relationships among potential applicants. Both tactics allow colleges and universities to get their message out there in a way that resonates with today’s students.

Tips to Get Started

Consider Engagement Rates

Higher education marketers should look into how much engagement each influencer gets with their target audience and then consider creating an online community of influencers that are cohesive with their school’s brand message. Not only does this simplify communication between advocates and the school brand, but it also provides the opportunity to offer incentives and rewards for sharing content with the goal of building a movement.

Utilize Analytics

With so many platforms offering analytics, it’s now easy to find out what content reaches the largest audience and which influencers are actively engaging their followers. Influencer marketing strategies will evolve as higher education institutions prove the value of their schools to prospective students through evidence rather than just using a celebrity endorsement. 

User Engagement and Storytelling

The demand for content that has been produced with user engagement in mind will continue to rise as colleges and universities seek more ways to connect with their students online. A storytelling strategy will be especially effective with social media influencers utilizing videos and images to show how a product works in real life. Storytelling can also provide an emotional connection with potential students, helping them connect with the school beyond just its academic reputation. 

Conclusion

It’s clear that user-generated content and influencer marketing can be powerful tools for higher education institutions looking to build strong relationships with current and future students. By leveraging these tactics, universities can authentically show the student experience at their school and inspire more applicants to apply. However, it’s important for colleges to choose their partners carefully and make sure that their messages are genuine and reflective of their actual student communities. When used correctly, UGC and influencer marketing can be powerful ways to reach potential students and create meaningful relationships with them over time.

Looking for help creating an effective higher education marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Lisa | Spherical Strategies Content Creator & Copywriter Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes. Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.