1. encoura.org
College search is dominated by video and image-focused social platforms
Social Platform Used Among All Prospective Students
Have often do you use the following apps or platforms? (General and College Research
Use Among College-Bound Sophomore, Juniors, and Seniors in High School)
Rethink the format of your video content
Virtual Search Activities from 2020 to 2022 – All Prospects
(Sophomores, Juniors, and Seniors)
Which of the following have you done during your college research process?
The fastest growing platform in college search is TikTok
Platforms Used for College Research Between 2019 and 2022
How often did (or will) you use the following apps or platforms for researching colleges?
Campus tours have dropped in relevance
Best Sources of Information about Colleges During Application Stage 2019 to 2022
Which of the following were the best sources of information when you were narrowing
your list of schools to apply too?
Takeaways:
• Stay relevant with short, “bite-sized” content.
• Address your prospective students’ most pressing questions.
KEY INSIGHTS
Sophomores are active college search participants
College Search Activities Among College-Bound High School Students
Have you done any of the following before applying to a college or university?
Takeaways:
• Curate your website into a more effective recruitment tool.
• Include sophomores in your communication campaigns early on.
Takeaways:
• Create strong audiovisual content with a focus on exploring the college experience.
• Stay up-to-date on student social media preferences.
Takeaways:
• Ensure content comes through as authentic.
• Experiment with student-led content creation.
Takeaways:
• Capitalize on Gen Z’s preference with the short format content they prefer.
• Consider YouTube (especially YouTube shorts) in your media mix.
Students seek content from both institutions and students
Preferred Content Creators for College Search on Social Media
Who provides the best content or information about a college on social media apps?
Takeaways:
• Meet prospective students where they are virtually by expanding content.
• Offer campus visitors a more personalized experience.
HOW TO NAVIGATE THE DIGITAL
LANDSCAPE OF COLLEGE SEARCH
Perfect your digital channels: email, website and social media
•
85% of prospects become aware of colleges and universities through one
of these channels.
•
These channels provided the highest return on investment for your
money and time.
Build a strategy for early search
•
Engaging younger students through digital sources is critical.
•
Understanding students’ behaviors and preferences can facilitate the
development of a strong rapport.
Keep digital content short
•
Make specific content with a video easier to find by breaking it into
theme-focused bits.
•
Post content across social media platforms.
Incorporate content featuring student voices
• Using student-created content adds more authenticity.
•
Consider collaborating with recent alumni, coaches and other sources
close to the young prospects.
The Digital Landscape
of College Search
The way prospective students explore and learn about higher education
opportunities is ever-changing; it’s up to college officials to keep pace by
altering their marketing and communication strategies accordingly.
Source: Eduventures Student Sentiment Research, 2022
Source: Eduventures Student Sentiment Research, 2022